“Consumer awareness of wild banana limited”

A few years ago the wild banana (also known as the baby banana, the rice banana or the plantain) was the hottest new item in the industry. Today however, that same industry has to admit that the product never really took off. “We still sell them, but not in great quantities,” says Ying Sun of Fyffes. According to her, too few consumers are aware of the product.

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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