Ecuadorian bananas will be part of a new campaign that seeks to position this fruit in consumer markets. This promotion will focus on three pillars: differentiation of Ecuadorian musaceae compared to other producing countries, positioning its sustainable farming system as an added value, and branding its image as a product that meets all national and international standards.

The campaign, which will be held in 2015, is expected to strengthen the Ecuadorian fruit in markets such as Europe, stated Juan Francisco Ballen, Deputy for Policy and Services at the Ministry of Foreign Trade, in a lecture on the first day of the V World Summit of Banana, which started on November 10, 2014 in Guayaquil.

Ballen recalled that the European consumer rewards sustainable production, an added value that the Ecuadorian fruit has. He also said that Ecuador was negotiating with the European block to achieve a reduction in tariffs and to achieve business with countries such as Switzerland.

Another goal is to increase Ecuador’s market share in the Nordic and Baltic countries, where Ecuador has a share of 12%, and to have a bigger presence in northern China, where the population with the highest purchasing power lives.

The Global Banana Summit brings together 70 exhibitors and speakers from 25 countries. The industry meeting will last until Wednesday, November 12.

Source: El Comercio