Fairtrade schemes typically aim to help end child labour, address child poverty and give producers in developing nations a fair shot at a good life. All Good Bananas has been doing just that by helping kids in the El Guabo cooperative in Ecuador, but it decided it was time to try and help out some of the local young’uns in need by giving away 5,000 bunches (25,000) bananas this year.
All Good Bananas won the Sustainability prize at the TVNZ-NZ Marketing Awards recently. And, according to its entry, it managed to gain four percent market share and sell its Fairtrade bananas at a premium. But not everyone is singing its sustainable praises, as evidenced by an email we received from Steve Barton, the New Zealand representative for Dole Asia, that questioned the assertions made by its smaller competitor.
We may have been slow off the mark here in New Zealand to adopt them, but QR (Quick Response) codes are finally making their move, popping up everywhere from outdoor advertising to shampoo bottles. Now, in a more ethical application of the technology, Kiwi company All Good Bananas has announced all its bananas will come equipped with a code, helping connect shoppers with the growers of their fruit — the first time the technology has been used in such a manner in New Zealand.
The myth of the subliminal message in advertising is a long-standing one. But Ogilvy and All Good Bananas haven’t given up on that marketing dream and have employed the services of some cool instore technology called ‘Audio Spotlight’ to impart a message about fair trade and environmentally friendly bananas directly into the ears—and brains—of unsuspecting Kiwi shoppers.