Brazil aims to increase popularity of Prata Bananas in Europe

Brazil is a very large banana producer, although it exports almost nothing. The reason for this, according to Heider Cabral, Marketing Manager of Abanorte, is that “the country has a really good internal market which absorbs almost the entire production, and that due to high production costs, it is difficult to be competitive.”

To target the international market, however, the company decided to supply the exotic Prata banana, very different from the Cavendish, and intended to offer a differentiated option. “It’s a product with its own characteristics, so we’ll wait and see what the market has to say.”
The Prata banana, which costs double the price of the Cavendish because the acreage is also smaller, (yields are 50% when compared to Cavendish and this is the most important factor that puts prices higher) has been showcased at various fairs and events for the past 10 years. Heider says that “the reaction of most tasting is: I want that! Where can I buy it? It is a unique product that nobody else has.”

In Brazil, the Cavendish used to be the only one consumed, but now the Prata has taken 50% of the market. “Brazilians are already willing to pay more for it, and whether or not they’ll also be a success in Europe, only time will tell, but once you have the market it is easy to increase the production” affirms Heider.

He also explains that “one of the great advantages they offer is that they need a much lower amount of agrochemicals. We use them perhaps four times a year instead of forty, so you are getting an almost 100% natural fruit.”

The biggest difficulty its export entails, according to Heider, is that the fruit needs plenty of care and refrigeration throughout the entire logistic process, and this is costly; ultimately, “we simply want to ensure that everything goes fine during the 20+ days of shipping.”

Heider L. Cabral
Tel +55 (38) 3821-2936

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