No 'banana war', prices to remain the same at Dutch supermarkets

The term 'banana war' is met with some surprise by Dutch supermarket chains Jumbo and AH. This is because for both retailers for some time prices have remained the same. Banana prices were permanently lowered by Jumbo in 2013. Jumbo's communications adviser Maurcie Niewland explained. "In Spring 2013 Jumbo announced their intention to permanently lower the banana price to 99 cent per kilo. Other supermarkets followed by lowering their banana prices. In the meantime, however, they have steadily increased their prices, but Jumbo have not. For us this is business 'as usual.' That is why we are not talking about any 'gimmick' or 'war'. Last week Jumbo announced this in a newspaper advertisement."

Rain Forest Alliance
Jumbo underlines that these bananas are Rain Forest Alliance (RFA) certified. "RFA imposes strict regulations on the use of protection products and the safety of workers using them. These bananas are bought at the same price as was agreed before the fixed lower price of the product was promoted. Jumbo expects the existing contracts with their suppliers will remain to be so."

Fixed price guarantee
He further explains: "Where others shout that they are the cheapest, Jumbo dares to be the only supermarket to guarantee their low prices, and Jumbo has promised to match any fixed price. Customers can always trust that they are guaranteed a fixed lower price for all their shopping and that prices are guaranteed by Jumbo. Therefore, if any supermarket lowers their price to under 99 cent, then we will also match this and lower our price." There are also other low fruit and vegetable prices. "Fruit and vegetable prices are subject to the season, but some products have a fixed low price (such as a 250 gram box of mushrooms for 75 cent)."

Reaction Albert Heijn
Anoesjka Aspeslagh from Ahold media relations indicated that they have no intention of starting any 'banana war' and that their advertisement was not intended as a 'reaction' to the price of bananas at Jumbo. "We placed this advertisement on 1st March to show customers that we have a wide selection of bananas which are both sustainably produced and also reasonably priced. Additionally the Consumer Association recently praised us for our sustainable purchasing. This advertisement and in store posters underline how we believe it is important to contribute to a sustainable society."

Sustainability is most important
"This advertisement explains more about the bananas in our selection, such as country of origin, background and certification. The most important message is that all bananas on the shelves of Albert Heijn are sustainable. Bananas have not been lowered in price, they are all 99 cents (bag with 5 pieces)."