Increasing Value through Branding (Australian Banana Industry)

Farm Table says:

Banana growers in Australia face declining profit margins and need to find ways to differentiate their product in order to command a higher price. One way to do this is through product branding

Increasing Value through Branding

Product branding allows consumers to identify a product and appreciate what makes it unique. For the Australian banana industry, this could involve emphasising the quality and freshness of the fruit. By marketing the Australian banana industry in this way, growers can hope to increase consumer demand and ultimately improve their bottom line.

An investigation for the Australian banana industry

  • Increasing the value of bananas
  • Branding and product identification
  • Markets for ‘out-of-spec’ bananas
  • Export opportunities
banana display

Figure 1: Banana display at a Japanese retail store. Six Cavendish banana lines with five separate price points. (Source: M. Abbott, 2017)

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Contact details for Nuffield Australia

Name: Nuffield Australia

Email: enquiries@nuffield.com.au

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Last Edited:
27/03/2025
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Bradley Dawson
Bradley Dawson

Bradley is a seasoned copywriter at Farm Table, bringing decades of experience in journalism and content creation. Formerly a producer and journalist for the Telstra Sports website, he has honed his skills in crafting engaging and informative content. Now, he applies his expertise to the Australian agriculture sector, delivering high-quality writing that informs and supports the Australian farming community.

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