This year, Coliman Bananas is celebrating its 45th anniversary. The company was founded by Don Jorge Aguilar Heredia and is now being led by his son Jorge Ángel Aguilar Gallegos. “We started out as a grower and marketer of bananas, papayas, and other products that were sold in Mexico, our domestic market,” says Coliman’s CEO Jorge Ángel Aguilar. “Bananas became our main item and over time, production expanded outside Mexico.” It now also includes Ecuador, Ivory Coast, and other countries.
Pictured: Coliman's founder Don Jorge Aguilar Heredia.
Early years at Coliman Bananas.
In the early days, Mexico was the company’s main market, and a small percentage of bananas was exported to neighboring country the United States. Years later, Coliman Bananas started focusing on banana exports more heavily. “Today, we consider ourselves one of the leading growers and exporters of bananas in Mexico,” said Aguilar. The USA, Canada, and several European countries are key export destinations. “However, Asia is our most important market,” he commented. Within Asia, Japan, China, and South Korea are the main destinations. “Our focus on quality and a reliable supply chain has allowed us to successfully capture a significant portion of the Asian market.”
In general, growth in banana exports has been achieved through strategic initiatives, including the expansion of production capabilities, implementation of advanced agricultural practices as well as building strong international relationships. “Our commitment to quality and sustainability, along with a customer-centric approach has allowed us to expand market reach and to achieve remarkable export growth.”
Global consumer preferences vary
It's interesting to witness the difference in consumption preference around the globe. In Mexico, ripe and sweet bananas with a creamy texture are preferred. In North America on the other hand, consumers prefer slightly less ripe bananas with a firm texture and a balance of sweetness and tartness. In Asia, there is a preference for smaller-sized bananas with a sweeter taste and a delicate texture. “We have successfully adapted to these regional preferences, ensuring customer satisfaction in each market.”
While the company started out growing conventional bananas only, in the past eight years it has added a focus on the organic category. “Exports have become an important part of our organic category,” said Aguilar. Today, conventional bananas make up about 54 percent of total exports while the remaining 46 percent is organic. Last year was challenging from a logistics perspective. “We’ve addressed those challenges by optimizing transportation routes and investing in advanced tracking technologies. This has resulted in better coordination and timely delivery of bananas to customers.”
Visit the Coliman Bananas team at booth #304 at the Organic Produce Summit in Monterey, California this week.
For more information:
Audee Rios
International Sales & Procurement Director
Coliman Bananas
Audee.rios@coliman.com
www.colimanbananas.com