Maximizing Organic Banana Sales

Once a niche item, organic bananas are now a produce aisle powerhouse.

Driven by growing consumer demand and increasing awareness of the environmental and health impacts of conventional farming, organic bananas have gained traction and are no longer a niche item. With double-digit growth in recent years and a loyal following among health-conscious, sustainability-driven consumers, this category has become a produce department staple.

Organic banana sales and volume outpace conventional bananas in some markets. But unlike their conventional counterparts, organic bananas require careful attention to procurement, merchandising and marketing to meet shopper expectations and maximize profitability.

THE RISE OF ORGANIC BANANAS

Over the past five years, the organic banana category has experienced consistent growth, according to Jamie Postell, vice president of sales, Chiquita North America, Dania Beach, FL. “We’ve expanded our organic offerings and made them more accessible across a range of retail environments. While all bananas — whether conventional, premium or organic — meet high standards of quality, freshness and taste, our organic line appeals to shoppers seeking certified organic options as part of a holistic lifestyle.”

The numbers back it up. Equifruit, Montreal, Quebec, which offers organic fair trade bananas certified by Fairtrade International, reports a 521% volume growth over the past five years.

“One in three organic bananas is now fair trade,” says Kim Chackal, vice president of sales and marketing. “Major retailers are driving this growth by switching their organic banana program to organic fair trade. Costco Wholesale Canada also expanded their organic banana program with Equifruit, which has contributed to significant category growth. Equifruit organic fair trade bananas are now available in two-thirds of Costco stores in Canada.”

Meanwhile, Natural Grocers, headquartered in Lakewood, CO, sells only 100% organic and GMO-free produce, and considers organic bananas a top-tier product year after year.

“They’re a must-have for our customers,” says Matt Fowler, category manager for produce. “We don’t track shifts between conventional and organic because we’re 100% organic. Bananas consistently rank among our top 10 produce items. Our customers shop with us precisely because they don’t want to weigh the pros and cons between conventional and organic. They’re here for the organic from the start, with no need to worry about pesticide residue or cross-contamination.”

Daniella Velázquez de León, general manager of Organics Unlimited, a woman-owned grower and wholesaler in San Diego, CA, says bananas continue to experience strong growth. “Over the last few years, bananas have consistently been one of the strongest performers within organic produce. The category grew by over 15% in 2024 alone, making bananas one of the fastest-growing organic fruit items.”

BIGGER DISPLAYS, BIGGER SALES

Bananas are the most popular item in the produce department, and their vibrant yellow color is an easy way to create a high-impact display, says Velázquez de León. “Prominent placement and well-maintained displays are key to capturing shopper attention.”

It’s also important to remind customers about bananas beyond the produce aisle, she adds. “Near the deli to pair with lunch or by checkout for an on-the-go snack, mobile displays help drive incremental sales. One of our retailers saw a 10% increase in organic banana sales after introducing mobile banana displays throughout their store.”

Postell says Chiquita looks beyond space-to-sales ratios and focus on the broader value bananas bring to the produce department. “Bananas, whether premium or organic, are a high-frequency, high-impact item that consistently drives foot traffic, supports basket building, and reinforces a store’s position as a fresh, health-focused destination.”

“Bananas, whether premium or organic, are a high-frequency, high-impact item that consistently drives foot traffic, supports basket building, and reinforces a store’s position as a fresh, health-focused destination.”
— Jamie Postell, Chiquita North America, Dania Beach, FL

Chackal agrees. “The larger the display, the more bananas you sell. It’s as simple as that.”

Natural Grocers follows a similar approach. “Keep displays full and front-facing,” says Fowler. “Bananas are a hands-on item. Shoppers want to choose their preferred ripeness. Ensuring abundant, well-stocked displays is key to supporting both sales and customer satisfaction.”

Organic bananas, in particular, are gaining momentum, but all banana formats play a critical role in produce performance, explains Postell. “We see the most success when shelf space reflects this impact and when merchandising strategies, from prime placement to creative displays, are used to capture attention and enhance the shopper experience.”

SEVEN STAGES OF RIPENESS

Shoppers have varying preferences regarding banana ripeness, and their ideal ripeness level often depends on how they intend to use the fruit. There are seven stages of ripening, ranging from fully green to yellow with brown spots. The stages are characterized by changes in color, texture and sweetness.

At Chiquita, flexibility is key. Postell says that while vibrant yellow is often considered the optimal stage for visual appeal and immediate consumption, the reality is that shopper preferences can also vary. Some consumers seek greener bananas for longer shelf life, while others prefer fully ripened, brown-speckled fruit for baking, blending, or natural sweetness.

“We’ve invested in advanced, flexible ripening systems that allow us to deliver consistent quality across the entire ripeness spectrum. This ensures retailers can meet diverse consumer needs while maintaining high standards for taste, appearance and freshness,” he says.

Fresh Del Monte, Coral Gables, FL, recommends delivering organic bananas at stage 3 ripeness — slightly green — to give retailers time to sell at peak ripeness. “Consumers want their organic bananas to be ripe and ready to enjoy at the time of purchase, with minimal green and no spotting,” says Gustavo Carranza, senior product manager.

Fowler echoes the almost-ripe banana preference. “We aim for ‘almost ripe’ to give customers flexibility to enjoy their bananas over a few days. But we also try to accommodate those seeking ripe or overripe bananas for smoothies, baking or just personal preference.”

“The larger the display, the more bananas you sell. It’s as simple as that.”
— Kim Chackal, Equifruit, Montreal, Quebec

Chackal, from Equifruit, says the recommended color to sell is between a stage 4 or 5, meaning the fruit is yellow with slightly green tips. “Many retailers scale back the ripeness on their organic program to mitigate shrink, but this simply turns off customers. Customers want to eat that banana right away or over the next few days. Nobody wants to buy green bananas and watch them ripen on the counter for a week before they can enjoy them.”

PACKAGING PREFERENCES

Packaging choices for organic bananas are influenced by regional preferences, but sustainability and convenience are major considerations.

Chiquita takes a flexible approach. “In some urban or convenience-focused markets, bagged bananas offer speed and ease — particularly for grab-and-go shoppers,” says Postell. “In other areas, consumers value the ability to hand-select individual bananas, often with ripeness and portion control in mind.”

Fresh Del Monte overwhelmingly supports banded bananas. “In general, 98% of our organic bananas are banded,” says Carranza. “Only 2% are bagged, and this figure is fairly consistent across North American regions.”

Natural Grocers goes even further: “We don’t sell bagged bananas,” says Fowler. “We minimize produce packaging wherever possible, including bananas. They’re easy for customers to grab loose and carry as is, or shoppers can use our compostable paper or plant-based produce bags if needed.”

“In the U.S., most organic bananas are still sold loose, with some larger retailers opting to use bands to differentiate them,” says Velázquez de León. “This approach makes sense because today’s consumers are environmentally conscious. Why add plastic to a produce item that comes with its own nature-made packaging?”

MARKETING THAT STICKS

Bananas are universally loved, but targeted marketing sharpens their appeal.

“We tailor our marketing and merchandising strategies to resonate with consumers across all life stages and cultural backgrounds,” explains Juliana Furlan, director of marketing at Chiquita.

Furlan says Chiquita also recognizes the importance of cultural relevance, particularly in communities where green bananas or plantains are culinary staples. “That’s why we work to ensure these varieties are available, merchandised thoughtfully, and supported with messaging that reflects their cultural significance.”

Fresh Del Monte echoes that bananas’ broad appeal is a strength. “We support marketing programs to boost incremental sales across both conventional and organic varieties with marketing campaigns, initiatives and retailer programs,” says Carranza.

Meanwhile, Equifruit focuses its social media campaigns on TikTok and Instagram toward Millennials and Gen Z. “These younger audiences will represent the majority of purchasing power in the next five years,” says Chackal. “They are receptive to brands like Equifruit who are authentic, women-owned, B Corp, and deliver disruptive messaging.”

Organics Unlimited connects with different groups since the magic of bananas is their broad appeal. “Young families are a huge driver,” says Velázquez de León. “Parents want healthy, pesticide-free options for their kids. For Gen Z and Millennials, it’s all about the bigger picture: sustainability, social impact and ethical sourcing. That’s where our GROW Program really shines. We’ve always been a 100% organic brand, and our GROW Program offers customers an option that not only matches their health and environmental values, but gives back to the communities that grow their food.”

HOW MUCH IS TOO MUCH?

Pricing for bananas is on the rise. According to the Consumer Price Index from June 2025, banana prices rose 3.3% in May from the previous month. Organic bananas tend to cost slightly more than conventional bananas.

Fresh Del Monte sees organic bananas as the preferred choice by many health-conscious consumers. “Price has not been a barrier,” says Carranza. “In fact, category growth suggests that many shoppers see added value in organic farming methods and environmental sustainability.”

Organic bananas command a premium, says Chackal. “There’s money on the table in the U.S. market. Many retailers are conservative in their pricing and keep the delta around 10-20 cents between conventional and organic. In comparison, some retailers in Canada have a 60-cent spread between the categories, and organics are still growing.”

According to Velázquez de León, organic bananas typically carry about a 20-30% premium over conventional at retail.

“We still have a long way to go to achieve truly fair prices for bananas,” she emphasizes. “Bananas are notorious for being the cheapest item in the produce department, and while affordability is important for consumers, we can’t lose sight of the difference an extra two to five cents per pound makes for the people growing, harvesting and packaging the fruit.”

FAIR TRADE & ORGANIC

Fair trade and organic bananas offer consumers a way to support sustainable farming practices and fair labor conditions.

“Fair trade and organic attract similar consumers who prioritize certification,” says Chiquita’s Peter Stedman, director of sustainability. “Chiquita emphasizes a deep commitment to responsible farming, social responsibility, and environmental stewardship throughout our entire supply chain. By sharing this authentic, values-driven story, we build trust with consumers who want their food choices to genuinely reflect their principles.”

“Most Equifruit customers switch over their organic bananas to Equifruit organic fair trade bananas,” says Chackal. “When the story is told and the message is clear, the results are positive.”

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Best Practices for GROWING AN ORGANIC BANANA Category

• Invest in bigger displays to increase volume.

• Ripen to yellow (stage 4-5) to meet consumer demand for ready-to-eat fruit.

• Favor banded over bagged for sustainability and visual appeal, unless regional preferences dictate otherwise.

• Target key demographics with promotions and recipe ideas, health-based adult messaging, and bold Gen Z social media tactics.

• Don’t fear the premium — if you tell the story right, the price gap won’t shrink sales.

• Add Fairtrade certification to amplify your sustainability messaging and differentiate your organic program.