Going 'Bananas' For Blockchain With SIM Supply Chain Information Management

By Steve Wynne-Jones
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Going 'Bananas' For Blockchain With SIM Supply Chain Information Management

Dutch retailer PLUS is now offering arguably the world's most sustainable banana, sourced using blockchain technology with the help of SIM Supply Chain Information Management. This article first appeared in ESM Issue 4, 2019.

When it came time to celebrate this year’s World Banana Day, which took place in mid-April, Dutch retailer PLUS sought to get one step ahead of the competition, by offering what is arguably the world’s most sustainably-sourced banana.

PLUS is introducing blockchain technology to show consumers exactly where their bananas come from, and the route they have travelled. In addition, to go one step further, this autumn, PLUS will introduce the first fair-trade, climate-neutral banana to its stores, sourced from a transparent, traceable supply chain.

The initiative is in keeping with PLUS’ willingness to offer its customers sustainably-sourced products. Recently, PLUS was named the most reliable supermarket for the fifth consecutive year in the Netherlands.

Complete Transparency

In order to achieve visibility around its banana sourcing, PLUS worked closely with fruit supplier Fyffes as well as SIM Supply Chain Information Management, a firm that specialises in supply chain visualisation, working with retailers across Europe to deliver mechanisms to improve transparency across their supply chains.


Using blockchain technology, PLUS will make the entire supply chain for its fairtrade bananas from Colombia transparent, enabling shoppers to get insight on the whole story behind the people, the process and the route to market for their favourite snack.

Dutch people are particularly fond of bananas – eating between 75 to 80 bananas each per year on average – so this initiative is likely to receive a warm welcome from consumers.

Climate Neutral

In terms of the development of the first climate-neutral banana, PLUS has investigated the level to which the climate impact of banana cultivation can be recorded accurately, and reduced.

Moreover, by taking a closer look at the cultivation and production process, PLUS can gain visibility on how the carbon footprint can be reduced through investments in the supply chain, meaning the remaining climate impact is compensated.


According to PLUS, these initiatives are being introduced at a time that consumers are increasing looking for responsible, honest products, and want to know where their food is coming from.

“At PLUS, we stand for good food, and good food comes from a healthy chain” says Eric Leebeek, commercial director of PLUS Retail. “In 2010, we were the first Dutch supermarket that made the choice to exclusively sell fairtrade bananas. For years, bananas have been the most sold food product in the supermarket. This is sufficient reason to take the ‘next step’, because we can make an impact with this project.”

About SIM

SIM Supply Chain Information Management is a dynamic company with the aim to support its clients, including some of Europe’s biggest retailers, to map, visualise and understand the sustainability risks in every tier of their supply chain. SIM is a service-oriented knowledge provider with a secure and collaborative software tool.

Together with a committed team of supply chain analysts, project managers and IT specialists, SIM enables its clients to manage their supply chain risks in real-time and improve issues related to product safety, quality, social compliance and environmental risks.


For more information, visit

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