Plátano de Canarias was born out of necessity. In 1972, a quota system was established to protect Canary Islands banana production in the Spanish market. That model remained in place until 1993, when the European Union’s Common Market Organisation for bananas came into force, bringing that protection to an end.
Overnight, thousands of banana growers in the Canary Islands had to compete directly with Latin American bananas, produced at significantly lower costs and under conditions that did not meet the same phytosanitary and labour standards required in Europe.
“Faced with this challenge, we had two choices: accept the new reality or reinvent ourselves. We chose the latter,” representatives of Plátano de Canarias explained.
From product to collective brand
Asprocan, the association representing producers in the archipelago, took an unusual step for the Spanish agri-food sector at the time: it created a collective brand that required the same level of dedication, investment and consistency as a leading consumer brand.
“It was not just about continuing to sell bananas. It was about ensuring that, when consumers reached the supermarket shelf, they chose us,” they stressed.
During the 1980s and 1990s, communication focused on the most immediate and emotional connection: the islands, the unique flavour, what belongs to us and what is local. This message helped consolidate the fruit’s place in the collective imagination of Spanish consumers.
Since the 2000s, the brand has strengthened its communication through a more structured strategy, enabling it to adapt to an increasingly fragmented media landscape and more diverse audiences, while preserving the core message built over decades.
PGI recognition and a broader brand territory
A major milestone came in 2013, when Plátano de Canarias obtained the European Union’s Protected Geographical Indication (PGI) recognition.
“From that moment onwards, we broadened our focus to include health, sport and environmental issues,” the representatives said.
Today, the brand has achieved 97% awareness and is present in more than 80% of Spanish households. According to Kantar’s Brand Footprint, it is the most frequently chosen fruit and vegetable brand in Spain.
In addition, 90% of consumers associate Plátano de Canarias with quality and trust, while more than 80% link it to health and naturalness. Its reliability score stands between 88% and 90%, according to GfK.
However, the organisation highlights one particularly revealing figure: “At the same price, 9 out of 10 consumers prefer us over imported bananas, and 7 out of 10 are willing to pay more to do so.”
More than a banana
“We do not just sell bananas; we build a connection. Perhaps this phrase best defines who we are,” they stated.
For Plátano de Canarias, Spanish consumers do not simply choose any banana; they choose one they feel belongs to them. That difference, however subtle it may seem, is what separates a brand from a mere product.
“Fifty years after the first Canary Islands banana growers organised themselves, we continue to believe in the same principles: that origin matters, that the work of thousands of families deserves recognition, and that a banana can be much more than just a fruit when there is a story behind it worth telling.”
