Plátano de Canarias has been working for months to make its product more accessible and promote healthier eating among all audiences. With this mission, last year it launched an experiment to change the products on the impulse purchase shelves for fruit and has also included bananas in vending machines in schools and sports centers. Now, the brand also reaches gyms and sports centers.
The Association of Banana Producer Organizations of the Canary Islands (ASPROCAN) expands its collaboration with the Valencian vending machine manufacturer Tareca to activate a new sales segment. Thus, it expands the sale of bananas in vending machines to gym chains.
The fruit is available in 28 machines in Fitness Park centers in Valencia and Castellón
The initiative has begun with 28 machines in sports centers and gyms of the Fitness Park chain in Valencia and Castellón. According to Plátano de Canarias in a statement, the company has more than 60 gyms and 180,000 members in Spain.
In the first phase of the project, which will run until the end of the year, Plátano de Canarias will test the levels of acceptance and rotation in the medium term with the aim of being able to expand the offer to other centers in the chain.
According to the brand, this is the first experience in our country that introduces fresh fruit in sports vending machines, uniting nutrition, sport and innovation.
The movement is strategic to boost the penetration of the brand, since it seeks to provide athletes with a natural and healthy alternative at a key moment in physical activity. And, as Plátano de Canarias explains, the banana is an option recommended by trainers and nutritionists when practicing sports, due to its immediate energy contribution, its potassium content and its contribution to muscle recovery.
“Athletes demand it and appreciate the added value that Plátano de Canarias brings them and having gym chains willing to offer it is key“said Sergio Cáceres, Marketing Director of Plátano de Canarias, in the statement. However, he highlights that the daily supply in vending distribution is a challenge for the fruit in order to offer a fresh product at its optimal point of ripeness.
However, they highlight that the introduction of bananas as an alternative in vending machines in the sports environment reinforces the position of Plátano de Canarias as a natural option for those seeking performance and health. “Our goal is to make it easier for those who take care of their performance and well-being to have a healthy, authentic and quality option on hand.” commented Marcos Boscá, Marketing Manager at Tareca Vending.
For their part, the chain positively values the arrival of Plátano de Canarias, since it offers an organic alternative to members, compared to the processed products that are usually part of the machine options. They also highlight that it is a Spanish brand, which implies that its product is local.
