AgroFair imported the world's first Fairtrade bananas to the EU in 1996. At the time, well-known multinationals still snubbed Fairtrade, but now the Fairtrade bananas have conquered many store shelves. Managing director Hans-Willem van der Waal thinks that's a good development, but as an added disadvantage, he sees the Fairtrade label has become a commodity. Therefore he is a proponent of a new sustainability standard, specifically for bananas. "Many Fairtrade bananas are now coming from large plantations, while we have only just started with small producer cooperatives. And that's typically Fairtrade."
Cooperative Coopetrabasur
As an example he mentions Cooperative Coopetrabasur from the south of Costa Rica, one of the Fairtrade banana pioneers. The plantation employees took over a Chiquita banana plantation about twenty years ago, where they had been working for years, giving the 250 local workers and their families ownership of the plantation. In recent years, however, it's turning out to be more and more difficult to get the bananas from this cooperative on European supermarket shelves.
"We have a number of loyal clients already, but they aren't capable of buying the entire volume. Despite cultivation being on a somewhat smaller scale than on the big plantations, for retailers it's actually a chance to give these workers with their families a face in the store. It's not just about the sticker, but about the story. We want to bring back the human dimension again. Also, the costs aren't higher than other Fairtrade bananas. And since we're working with cooperatives from multiple countries, we can always deliver."
On the way to a better existence
In every plantation, AgroFair have their own quality people to oversee cultivation. "But these Coopetrabasur are the boss of their own plantation," Hans-Willem emphasizes. "These people are connected to their land. They're entrepreneurs who bought the plantation themselves, and are able to cultivate great quality bananas. Of course you could also ask those people to become migrant workers elsewhere, but it's about their identity as small-scale growers."
"The Fairtrade premium makes for a reliable income, ensuring they won't end up in poverty. This means they can obtain a better place in the business chain, so they can live off their work and invest in a sustainable future. In addition, there's a big opportunity for retailers to profile themselves with such a small cooperative, because consumers are more and more consciously thinking of where their product comes from. I challenge innovative retailers to adopt this organization and contribute positively to combating poverty. I do envision a consumer promotion, with price winners being able to visit this plantation..."
Banana sales
"Quite a few supermarkets are trying to offer part of their bananas for less than a Euro, temporarily or throughout the year. We're talking about 1 kilo of bananas here. This really sends the wrong signal to the consumer. It gives off the impression that such low prices are normal. Unfortunately this isn't the case, seeing how you take away every link from the chain, giving the consumer the impression that a price of 1.80 for a kilo of bananas is not at all necessary. Leaving the consumer thinking that compared to a bag of apples, for instance, such a price is normal."
In recent years, mainly the organic Fairtrade bananas are on the rise. Several Scandinavian retailers have even opted not to include conventional bananas in their product range anymore. Although AgroFair sells quite a few organic bananas themselves, they are convinced that there should also be enough room for the more responsible, environmentally conscious Fairtrade bananas. "We don't have a place on this earth to only grow organic bananas. If only because the climatological conditions simply don't allow it. In addition, a lot can be improved upon to make conventional cultivation more sustainable."
That's why AgroFair is advocating a new standard for banana production, established by agronomists and scientists, to achieve more sustainable production models using significantly less pesticides and nematicides. "Nematicides kill the soil, and with 2015 being the 'Year of Soils', that certainly warrants our attention regarding water use and the carbon footprint. I am convinced that a healthier soil can give the local food supply a big boost."
"In everything AgroFair does, with our pioneering spirit we're looking for socially responsible, sustainable projects, and products which improve the situation of the local population. And we're not afraid to stick out our necks. Just like the example of the Cooperative Coopetrabasur. In order to realize this, we have a range of bananas that account for 80% of sales, complemented with pineapple, coconuts, oranges, cassava and fruit purées and juices," says Van der Waal.
Recently, AgroFair has begun with Fairtrade tomatoes from Africa. "Now, boats full of people are arriving in Spain or Italy, to work there as a migrant worker. They would be much better off growing them in countries like Morocco, Tunisia or Senegal," Van der Waal concludes. "The company's future prospects are to remain active with relevant projects and products that emphasize the AgroFair identity."
For more information:
AgroFair Benelux
Koopliedenweg 10
2991 LN Barendrecht
Tel: +31(0)180-643900
info@agrofair.nl
www.agrofair.nl