Why is banana consumption is lower in Belgium, Netherland and Luxembourg than neighbouring countries?
Franklin Ginus
In the same newsletter, Chiquita explained how an extensive management study was conducted in Belgium which discovered where the opportunities for growth lie. "Through this study we discovered that 50% of sales are on impulse and that the Belgian consumer likes to select their own bananas. Important information which we have used to develop along with the Belgian retailer Delhaize and with display designers Tchai International a completely new display, the plus points of this were not only increased sales due to its 'appetite appeal' of Chiquita bananas, but also decreased loss."
"In August this was implemented in 150 Delhaize supermarkets. The bananas were not presented in boxes but loose and given a 'wave' presentation to compliment the natural form of the banana. For the consumer there were clear instructions on bunch dividers which made the bunches easier to put into bags. The next step is rolling out at independent Delhaize supermarkets. We hope to make a positive contribution to the growth of this product category and reduce losses."
Source: Chiquitalk