Uniban, Colombia's leading banana exporter and the world's fifth-largest marketer of fresh bananas, plantains, exotic fruits, and value-added products, is sharpening its strategy for Europe, which accounts for 90% of its exports. To this end, a go-to-market model has been developed that is more strongly oriented towards retailers and consumers in the EU and the United Kingdom. The new Uniban Logistics business unit will integrate port services, logistics, and packaging materials such as cardboard and plastics.

With new export and import services, particularly for the agricultural sector, Uniban Logistics will take a major strategic step towards European markets. By integrating the company into the state-of-the-art Puerto Antioquia port, which is expected to open at the end of 2025, Uniban Logistics will offer significantly shorter transport times and routes, and thus faster delivery to Europe. The project has already reached important milestones: the ship-to-shore (STS) cranes have arrived and been installed, and work on the ship is progressing towards a 1,340-meter-long and 16.5-meter-deep quay with a berthing line for large-capacity ships. This infrastructure will reduce transit times and cold chain costs to European ports.

With these strategic steps, Uniban is also serving Colombia's overarching goal of increasing the country's competitiveness, reducing logistics costs, and ensuring better access to international markets.

Trusted brands focus on building long-term relationships with European retailers and consumers

Uniban has developed a roadmap for Europe for its fresh banana brands Turbana and Tropy that emphasizes traceability, sustainability, and Colombian origin throughout the entire value chain. “Europe rewards origin and transparency. With Turbana and Tropy, we are strengthening our offering with traceability from Colombia, demanding certifications, and a social model that guarantees living wages. Our focus is on building long-term relationships with European retailers and consumers,” says Manuel Laborde, CEO of Uniban.

Turbana has been a Uniban brand since 1970 and is the company's flagship brand on international markets. With decades of presence in Europe, the company has built up a portfolio that includes fresh fruit. Under Turbana Foods, the company also operates a value-added business. Tropy is a private label brand of TMA – Tropical Marketing Associated, a subsidiary of Uniban in Belgium. It is marketed in European countries to expand coverage and support the “Fullbunch” program (integral use of qualities). The aim is to achieve efficiency, stability, and better monetization of Colombian origin.

Certification package proves quality and sustainability

Uniban's European offering is supported by the certification package required by the continent's leading chains. GLOBALG.A.P. certifies good agricultural practices, food safety, and traceability from farm to packing house. The GRASP add-on assesses the health, safety, and well-being of workers on farms. Among other things, the Rainforest Alliance requires an annual assessment of remuneration based on the living wage benchmark using its salary matrix, which is aligned with the Global Living Wage Coalition. Fairtrade sets rules for traceability, minimum price, and premium management in certified transactions.

These tools ensure traceability, strengthen European consumer confidence, and bring producers and retailers into line with European due diligence and living wage commitments. It is noteworthy that sector initiatives coordinated by IDH – The Sustainable Trade Initiative have set concrete targets for closing the wage gap in bananas. For example, the Dutch retail working group has set a target of reducing the gap by at least 75% by 2025, while five Belgian retailers aim to close the gap by 2027.

Living wages for Colombian producers

This progress has been made possible thanks to the support of European supermarkets. Joint measures are planned for 2025. In addition, organizations such as IDH and GIZ have collaborated on pilot programs. These offer training, technical assistance, and voluntary financial support to ensure living wages through the use and verification of information.

In coordination with trade unions, associations, and collective bargaining agreements, Uniban continues to advocate for fair working conditions. The agreement with the trade unions in Urabá for the period 2023–2027 provides for a 14% wage increase. In Magdalena, we continue to work with producers to ensure the comprehensive well-being of banana workers.

In addition, Uniban was recently certified as the first agro-industrial company in Latin America to be “Wildlife Friendly.” The company ensures that wildlife is protected despite fruit cultivation.