Bananas remain the top fruit

Bananas next on Food Heroes tour


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The banana industry are determined to create an advertising campaign as good as the 'make those bodies sing' one from the 1990s.

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Australian Banana Growers Council chairman Stephen Lowe, S Lowe and Sons, Tully, said effective marketing was vital for the future of the industry.

Australian Banana Growers Council chairman Stephen Lowe, S Lowe and Sons, Tully, said effective marketing was vital for the future of the industry.

New research figures show the average Australian household purchased 19.1kg of bananas over the 12 months to February 25 this year.

That’s according to the latest data from Nielsen research agency. 

The report also showed that nine in 10 households purchased bananas in that period, meaning it kept its position as the number one Aussie fruit.

Australian Banana Growers Council chairman and Tully River grower, Stephen Lowe said every commercial banana grower in Australia contributed funds via a compulsory levy for promotion campaigns which meant it was vital to get the marketing strategy right. 

He said of the most successful campaigns was the 1990s’ Make Those Bodies Sing campaign – which Mr Lowe said has become the most recognisable advert in the banana industry. 

“It has been rejuvenated many times,” he said. 

“With the case of bananas, it is and should be an easy sell. 

“Bananas are such an accessible item - it's all wrapped up, the consumer can buy one or seven - they're just sitting there.”

But despite the practicalities and health benefits of the fruit, Mr Lowe said a focus on making bananas new and appealing to consumers was important. 

Bananas are such an accessible item - it's all wrapped up, the consumer can buy one or seven - they're just sitting there. - Stephen Lowe

“One of the latest campaigns compares bananas to a variety of snacks, things chocolate bars and stuff like that,” he said.

“The market research we've had is that we're on the right path there.”

Mr Lowe is part of a family farming business growing bananas on the Tully River; a business which began more than 50 years ago.

His father was one of the pioneering banana farmers in the region.

The family operate on 405 hectares, growing about 155ha of bananas, and the remainder a combination of grazing and sugarcane country.

The banana industry is directly worth $600 million annually, and $1.3 billion with flow-on effects, to the Australian economy.

95 per cent of Australia’s banana industry is located in Queensland.

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