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Italy: Selling bananas at different degrees of ripeness

A Central-Northern Italy supermarket operator comments on the introduction of a differently ripened bananas offer, “It takes more work and commitment, but the sales increase and the customers are way more satisfied”.

She states, “Other supermarkets have already been doing this, but this is the first time for us. This is a normal thing in Northern Europe, whereas it is not so common in Italy”. What does change? Basically, the consumer is provided with an offer of bananas with different ripening degrees: starting from the greenest ones, to the ripest ones, to the ones with slightly oxidized skin.

The operator continues, “This allows a taste differentiation. We all know that young people prefer green bananas more, while elderly people appreciate the ripe ones, mostly. Instead of letting them ripen at home, consumers can pick the bananas they prefer and buy them ready-to-consume, every day”.

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