In the Trenches: The unprofitable and senseless banana price mess
By
Ron Pelger
In the Trenches: The unprofitable and senseless banana price mess
By
Ron Pelger
Isn’t it time to end the 40-year banana price war?
Produce directors warn senior leadership that banana retails must increase because the fruit is being sold below cost, generating a negative gross profit. Executives refuse to act, choosing instead to absorb millions of dollars in losses.
This decision doesn’t just cripple the company’s bottom line — it undermines the very farmers whose livelihoods depend on receiving a fair return for the bananas they grow.