British grocer Sainsbury's hopes to sell 26m bananas during Fairtrade Fortnight, an initiative to highlight ethical trading that runs in the country from 28 February to 14 March this year.
The supermarket operator has revealed its aim as part of plans to consolidate its status as the world's largest Fairtrade retailer by doubling the overall value of its ethically sourced range to £500m (€585m) by 2015.
To reach its target, it must sell 1m more bananas than it managed in Fairtrade Fortnight 2010.
If it is successful, the retailer claimed banana suppliers in the developing world would receive a Fairtrade premium of around £150,000 (€175,000).
Sainsbury's chief executive Justin King said: 'We are extremely proud of our Fairtrade credentials, and believe strongly that, despite a current focus on price and value, shoppers are keen to know that producers are getting a fair deal.'
The Fairtrade Foundation's executive director, Harriet Lamb, added: 'Fairtrade is one of the very best examples of how partnership between farmers, enlightened business and ordinary shoppers and citizens can bring about real change for the future.'
