summary #3

Summary #3
“ Social Aspects of the Banana Industry” (Kepner, 1967)

According to introductory of the book, “Social Aspects of the Banana Industry” (1967), Kepner indicated that banana business went through hard time. Based on this book, in 1952 the British Government "re-privatized" (Kepner, 1967, p.51) the banana industry. "Imports paid for in US dollars - which, in bankrupt Britain, were extremely scarce - required a licence." (Kepner, 1967, p.51) In 1954, a company based in Britain, signed a ten-year contract with all the growers' associations operating in the Windward Islands. In 1958 the Windward Islands Banana Growers' Association (WINBAN) based was formed. Between 1964 and 1966 "a mini BananWar" (Kepner, 1967, p.55) broke out between Geest and Fyffes, who eventually agreed to split the British market between them.

According to Kepner, UFCO launched "a 'Miss Chiquita' advertising campaign" (Kepner, 1967, p. 57) in the US in 1944. Technical changes also made the production process be changed. In 1961 bananas were pre-cut and placed in boxes instead of bunches, to protect against bruising. Before, the company got together as a coup against the Government of Guatemala. After "an anti-trust suit" (Kepner, 1967, p.58) in 1958, UFCO was slowly broken up into the 'Big Three' banana companies. Between them, they increased their domination of the European market, "by now the world's largest importer" (kepner, 1967, p.60). "All three were subsequently absorbed into a succession of multinational conglomerates." (kepner, 1967, p.60)

Based on this book, around 1973, the Windward Islands faced two major defeats; the oil crisis which increased the cost of shipping and chemical inputs, and the accession of Britain to the European Economic Community. the company decided to agree that 'Overseas Departments' in Martinique and Guadeloupe were guaranteed two-thirds of the French banana market. "Britain negotiated a 20-per-cent tariff on 'dollar' bananas." (Kepner, 1967, p. 64) Then, in 1975, the first Lomé Convention guaranteed 42 former colonies in Africa, the Caribbean and Pacific. From the late 1970s to the early 1990s "a banana boom swept the Windward Islands" (kepner, 1967, p. 66).