One of the Canary Islands banana It is the fight against bad eating habits, especially in childhood and adolescence, and for this it has launched multiple initiatives. In recent months he has focused on making his product more accessible by placing it in the cash linear lines of the supermarkets. Now he also takes him to vending machines in school and sports centers.
It is a pilot project launched by the Association of
Canary Islands bananas producers organizations (ASPROCAN) In collaborating with the Valencian company manufacturer of vending machines Tareca. The initiative, as explained in a statement, seeks to study the response of the youngest population to a Greater accessibility to fruit In this food sales channel.
As part of the test, the Canary Islands banana has been included between the assortment of vending machines located in the IES Campanar centers, the British Puzol College and the Montserrat Institute, all of them in Valencia. The machines are also Brandenas with the Canary Islands banana image And of his campaign “Fight against Insanus!”, starring the footballer Pedri and promoted two years ago.
From the brand they ensure that the combination of a Easily identifiable design and recognizable by the youngest generations will encourage a more direct connection and support the choice of fruit within the vending sector. “If we want to increase fruit consumption we have to increase contacts with consumers where they are exposed to food purchase”, Said Sergio Cáceres, Marketing and Communication Director of the Canary Islands.“Vinding machines are an expansion channel in which we also have to contribute to build healthy eating habits”
The project arises within the framework of its program Proper diet, launched in 2022 and which has financing from the European Union. Through it, creative and innovative solutions designed in collaboration with different sectors seek to come true, and whose objective is that children and adolescents build a positive relationship with fruits and vegetables and adopt a balanced diet.
According to the brand, experts, teachers, fathers, mothers and consumers
They coincide in the lack of accessibility as one of the main barriers For fruit consumption. Therefore, its sale in vending machines could be a viable solution and that, in addition, it could help the channel, since referring to data from the Spanish Agency for Food and Nutrition Security (AESAN), they indicate that almost 70% of vending machines in secondary education centers breach the nutritional criteria of the World Health Organization.
However, they ensure that the initiative faces challenges. They explain that fresh fruit is not a regular product in vending machines due to its fragility, perishable character (it requires greater rotation) and the Need for specific conservation conditions.
To this add the regulations currently developed for packaged industrial products, which contemplates the need to have a unit packaging
of banana or that of additional individual labeling, which significantly increases costs.
From banana of the Canary Islands they consider that the project occurs at a key moment, according to the regulations in which the Ministry of Social Rights and Consumption works for limit the sale of industrial pastries, energy and sugary drinks In educational centers.
Following the test, the brand will assess the real marketing conditions, cost overruns and measures to consider so that the presence of fruit in vending machines is a reality in the medium term.
