Ecuador, the world's largest banana exporter, has continued to expand shipments to the United States in 2025 despite higher import tariffs. According to José Antonio Hidalgo, executive director of the Association of Banana Exporters of Ecuador (AEBE) and coordinator of the Ecuadorian Banana and Plantain Cluster, exports to the US have risen 8.39% in volume since the start of the year, even as tariffs increased from 10% in April to 15% in August.
"U.S. supermarkets have passed these costs on to consumers, yet people are still buying far more bananas than any other fruit," Hidalgo said during Banana Time 2025, held in Guayaquil from October 14–17.
By July 2025, Ecuador's banana exports to the US were valued at US$377 million, up 14.6% from the same period in 2024. The US remains Ecuador's fourth-largest export market after the European Union, Russia, and the Middle East. "We realized that passing on those costs didn't hurt demand; it actually increased it. That's the message for Europe," Hidalgo said.
European market and pricing
Hidalgo highlighted that the banana value chain continues to face challenges related to pricing and cost recovery. "Now (with the U.S. tariffs), we see proof that when prices go up, consumption also rises," he said. He added that retail pricing in Europe does not reflect production realities. "We have to stop being the cheapest fruit on supermarket shelves in Europe. Supermarkets must take responsibility toward consumers," he said, adding that bananas "should be sold with an appreciation of the fair stories behind sustainability, safety, and quality."
The German retailer Aldi participated in Banana Time 2025, presenting its long-term purchasing policy aimed at fair prices for both producers and consumers. "That was an important message for the global industry. We hope more supermarkets will follow that example," Hidalgo said.
Expanding opportunities in Asia
Beyond the US and Europe, Ecuador is looking to strengthen its position in Asian markets, including China, South Korea, and Japan. The country's 310,000 hectares of banana and plantain plantations, combined with tariff reductions, are improving access to these destinations.
Hidalgo cited South Korea as a key example. When tariffs on Ecuadorian bananas were reduced from 30% to 0% for one year, exports increased by 200%. Ecuador's banana exports to South Korea reached US$46 million in 2024, up from US$15 million in 2023. By July 2025, exports totaled US$33 million, a 23% increase year-on-year.
AEBE expects a similar trend in China, where a free trade agreement effective since 2024 will reduce import duties by one percentage point per year until reaching 0% in 2034. Exporters see this as a long-term growth opportunity supported by increasing demand for premium bananas across Asia.
Source: EFEcomunica
