Ecuador eyes new banana market

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Gabrielle Easter

BY GABRIELLE EASTER

@gab_produceplus

Ecuador eyes new banana market

ProEcuador has launched a retail campaign for bananas at supermarkets in China

Ecuador eyes new banana market

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Ecuador’s Institute for Export and Investment Promotions, ProEcuador, has launched a new retail campaign promoting Ecuadorian bananas in China’s Hunan province.

Ecuadorian bananas took centre stage at three Pin He Tang supermarket stores in the city of Changsha over four days, kicking off on 21 November.

Under the slogan ‘the best bananas in the world come from the other side of the world: Ecuador’, the promotions included in-store tastings, painting, prize giveaways and activities for both children and adults.

Longer-term, the aim is to secure a permanent spot for Ecuadorian bananas in the supermarket chain stores in order to increase awareness of the health benefits of the fruit, and provide high-quality fruit to surrounding cities in the province.

This was the first time that a country has led a promotional campaign in Pin He Tang supermarkets, according to a statement released by ProEcuador. The agency said it is focusing on strengthening the positioning of Ecuadorian bananas in the region – a region that until now had not seen Ecuadorian bananas on its retail shelves.

ProEcuador said that the campaign was part of the agency’s broader commitment to promoting Ecuadorian produce in new markets.

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