Ecuador’s Tropical Fruits Thrive in Hispanic Markets

Ecuador benefits from favorable weather conditions and strong demand in the Hispanic market, especially in the United States and Europe, where Latino consumers seek products that remind them of traditional flavors. Juan Carlos Zambrano, Commercial Manager of Agropacífico del Ecuador SA, highlighted that tropical fruits such as barraganete plantain, malanga, and cassava are booming, driven by these growing niche markets in major U.S. cities and key European destinations.

The company ships up to 40,000 boxes of malanga weekly to the United States, where the barraganete plantain — known as plátano macho in Spain — enjoys high demand. Ecuadorian exports typically arrive in mixed containers that include bananas, pitahaya, other exotic fruits, as well as cassava and avocado, facilitating inventory turnover and meeting diverse product demands in a single shipment.

Regarding prices, in 2023, the cost of a box of plantains in the U.S. reached $50 due to low production in Central America, while in 2024, prices have ranged between $18 and $22. For cassava, the current maximum price is between $15 and $16 per 35-pound box. Zambrano emphasized that Ecuador takes advantage of the growing demand among Latino consumers in the Americas and Europe, who seek traditional, high-quality products.

Agropacífico has innovated in product presentation and processing, offering more convenient formats such as plantain snacks, which are gaining popularity internationally. The company is also committed to sustainable practices and meets certifications like GlobalGAP, working towards organic certification. Looking ahead to 2025, Agropacífico plans to expand its product line with frozen processed goods to meet the rising demand for convenience and quality, Zambrano concluded.

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