Ying Sun thinks the lack of familiarity is the reason behind the modest sales figures. “In contrast to the regular banana, the wild banana is best served when brown. But we in the west are used to eating yellow bananas; we associate brown with ‘gone bad’. In cities like Amsterdam, London and Paris, where we have more ethnic groups more familiar with the wild banana, the sales are much better. It’s the rest of Europe that isn’t buying.”
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