How attractive is the UK banana market for your exporters?
During the last ten years the import of bananas into UK increased by 18 per cent, from 868,557 tonnes in 2006 to 1,028,650 tonnes in 2015, when it became the second largest importer of bananas in the European Union with 19.5 per cent of the total imported, only behind Belgium with 22.8 per cent.
What are your ambitions in banana export growth?
In 2016 Costa Rica exported 120 million banana boxes, the UK represented 7.4 per cent of this volume, and UK is the third largest import country in EU. We hope to keep or increase our UK banana share.
Our goal is to continue working on productivity, seeking higher yields per hectare and achieving the greatest possible volume. The goal is to remain competitive, without compromising on the social and environmental effort we produce and differentiating the bananas of Costa Rica.
Do you see the recent price increases as part of a longer-term upwards trend? What’s behind this?
Indeed prices during 2017 have shown an upward trend, however, levels are below the last years, which has not meant real price growth during 2017.
Banana prices are very fluctuating and depend on multiple factors, because it is difficult to predict their behaviour in the long term. It is required that the price of bananas be adjusted to a sustainable level, just as happened with other fruits.
What have recent growing conditions been like?
The increase in production areas around the world is worrying, which could lead to an imbalance if the markets do not respond in the same way. On the other hand, the weather always has some degree of regulation in the world of banana supply, and this year it seems that would not be the exception, a condition that I estimate will be maintained for many years.
Also, there are no programmes at the consumer countries to increase per capita consumption of bananas, as there are interesting margins in this area.
What marketing activities do you have planned for the UK market?
For more than 25 years we have worked on improvement issues to have sustainable production. The banana sector has more than ten years in an external image campaign, looking for adifferentiation. Its sustainable production allowed it to be the first and only country in Latin America with a Geographical Indication ‘Banana de Costa Rica’, which is being complemented by the country brand 'Essential Costa Rica', with shared principles and values.
Where do you see the opportunities in bananas?
Costa Rica is characterised by high social and environmental standards in banana production, we are the country that pays the highest wage and the best coverage of the basic food basket. 99 per cent of banana farms in Costa Rica have at least one certification, such coverage is not comparable with any other producing country.
We hope to have differentiation and consumer recognition. Costa Rica does not export poverty, when bananas are consumed in any country, it contributes to the welfare of thousands of families.
