On average 53% of the available bananas in Belgian supermarkets are sold under a hallmark for durability. This quantity is to be increased by 10 to 15% during the coming years. Some Belgian shops, such as 'Match' and 'Smatch' do not offer durable bananas, as per research of 'Facts Figures Futures', financed by the 'Trade Development Centre'.
The research concentrated on fresh bananas and the concept of durability hallmarks, such as 'Rainforest Alliance', Fairtrade Max Havelaar' and 'EU Organic Farming'. Of all durable bananas in the Belgian supermarkets most carried the 'Rainforest' hallmark (with 54% share). This is easy to explain, as most Belgian supermarkets offer 'Chiquita' bananas and all of these carry this hallmark. After this the 'Fairtrade Max Havelaar' bananas appeared most with a share of 33%.
According to estimates in 2009 about 80% of the bananas exported worldwide were not supplied with a durability hallmark. 15% had a 'Rainforest Alliance' hallmark, 3% the organic hallmark and only 2% the 'Fairtrade Max Havelaar' hallmark.