Canary Islands union warns the multinational’s latest initiative will hamper their European expansion plans
Chiquita is preparing to market Italian-grown bananas for the first time next year. The multinational has planted 20,000 banana trees at its pilot farm in Sicily, with a view to beginning marketing the fruit in mid-2026.
Last year, the company opened its largest ripening centre in the EU in Bergamo. The 5,000m2 facility has 24 double-level ripening chambers and two high-speed packaging lines, capable of producing up to 45 trays per minute.
The news of Chiquita’s move into European production will be met with concern from some Canary Island growers who fear it will stymie their push into new export markets such as Germany and Italy.
Speaking to El Español, Theo Hernando, general secretary of agricultural union Asaga Canarias warned: “They’re doing all the logistical planning to flood the market in a massive way. They’re stealing our thunder. We were late to the diversification we wanted to achieve so as not to depend solely on the peninsular market, and even promoting organic bananas”.
Hernando called for more unity among Canary Island growers, noting that “everyone to pull together and be more efficient in production and distribution costs”.
“Currently, bananas from the Canary Islands are shipped under 20 brands. And each organisation has its own packaging, freight, trucks, and delivery. What a mess! If we keep fighting, they’ll be happy. The people at Chiquita are rolling on the floor laughing,” he told the newspaper.
Costabile Romano, Chiquita’s commercial director in Italy, told Aconcagua.lat that the Sicilian project represents a double opportunity for the multinational: “On the one hand, it will strengthen our bond with Italian consumers, who have a strong sense of the origin of products and have always considered Chiquita a brand of true love, thanks to its historical presence in the country and the trust built over decades of relationships with families and buyers,” he said.
“On the other hand, it will contribute to enhancing local production by placing it in an international context. The Italian banana product is not just a label, but a declaration of intent. We want them to perceive the connection.”
