The Canary banana sector exports 360,000 tonnes per year and, despite the recession, has maintained its market share. Producers have noticed a slight decrease in consumption of Canary bananas in the Peninsula compared to Latin American bananas, their main competitor, although they remain in the lead in domestic sales.
Most Canary banana producers are optimistic despite the difficulties, taking into account that the Spanish domestic market receives 90% of the Islands' production, of about 360,000 tonnes. A figure which, with slight variations, has remained stable in recent years thanks to the quality of a fruit that has become a brand name and flagship product of the Canary Islands.
Sustained demand
The advertising and promotional campaigns carried out every year by Asprocan (the Association of Banana Producer Organisations of the Canary Islands) are essential to maintain the market share in the Peninsula, which stands at 70%, compared to the 30% of Latin American bananas.
Asprocan claims that "mainland consumers continue to value the quality of Canary bananas and are willing to pay the extra cost of between 15 and 20 cents per kilo."
Bananas are the most exported agricultural product of the Canary Islands, with 60% of total sales. There are about 9,000 hectares devoted to the fruit and the sector is the one generating the most employment, with 8,500 producers, 12,000 direct and 25,000 indirect jobs.
Recovery in 2013
During the 2013 season (October), the Canary banana sector exported 11,000 tonnes more than in the previous year. According to Asprocan integrated producers, the competition with Latin American bananas results in just 0.26% of the shipments reaching the international market, especially the UK.
The increase in sales achieved in 2013 may have alleviated the losses in 2012, caused by wind storms, which were estimated at 25,000 tonnes.
In October 2013, Canary banana growers shipped a total of 29.369 tonnes; 57% above the 18,755 of the same month in the previous year. According to data of the Canarian Institute of Statistics (Istac), Gran Canaria is the island with the largest production volume shipped (almost 85% of the total), from 2,477 tonnes in 2012 to 4,579 tonnes in 2013.
However, Santa Cruz de Tenerife and La Palma were the island shipping the most bananas overseas, with 12,560 and 11,627 tonnes respectively. Of the two, the greatest increase was in Tenerife, whose exports increased by 58%; meanwhile La Palma's foreign sales increased by 47%.
Source: Valenciafruits
