On December 26, José Antonio Hidalgo, Executive Director of the Ecuadorian Banana Exporters Association (AEBE), was elected co-chair of the Coordinating Committee/Advisory Board of the World Banana Forum (WBF) under the Food and Agriculture Organization of the United Nations (FAO). This marks the first time an Ecuadorian has held such a position within the forum. Hidalgo is committed to ensuring that international markets, particularly in Europe, provide fair pricing for bananas.
In light of the challenges faced by the banana sector in European markets regarding pricing, Hidalgo highlighted the difficulty of getting European supermarkets to acknowledge and incorporate the true cost of sustainability into banana prices. He pointed out that many retailers continue to use bananas as loss leaders, perpetuating unsustainable production conditions. To address this issue, global communication strategies are being developed to raise consumer awareness about the real cost of sustainability.
Regarding progress among European supermarkets, Hidalgo mentioned that while the goal is for supermarkets to adopt fair trade pricing methodologies, some, such as Aldi Süd and Sainsbury's, have already made changes to their sourcing practices. However, broader adoption of fair pricing practices remains limited among other retailers.
The reluctance of European supermarkets to pay a fair price has significant implications for the banana sector. It impacts the sustainability of production and commercial activities due to the high costs of meeting retailers' requirements and market regulations. Hidalgo emphasized that calculating a fair price must consider various factors, such as production costs, living wages for workers, and compliance with certification standards and market regulations.
Currently, only Aldi Süd and Sainsbury's have aligned their purchasing practices with Fairtrade methodology, leaving room for improvement among other retailers worldwide. In his new role at the World Banana Forum, Hidalgo plans to advocate for the adoption of Fairtrade methodology in Europe and globally, address excessive certification requirements, and challenge aesthetic standards imposed by retailers that contribute to food waste.
Fuente: América Economía
Fecha de publicación: mar. 7 ene. 2025
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