Lovely bananas! An exploration of the banana trade in Sweden 1906–1939

ABSTRACT This article explores the establishment of the banana trade in Sweden, from the founding of the first import company in 1906 to the outbreak of World War II. The Swedish banana trade was consolidated in the space of a few short years despite the fact that optimal conditions for success were not obviously present from the beginning. The Swedish banana market, characterized by the dominance of one import company for the most part of the period, matured rapidly. This outcome was driven by a combination of technological advances, the creation of a corporate structure, effective advertising as well as a popular and scientifically backed view of bananas as a source of wellness for the Swedish people. The case of the establishment of the banana trade in Sweden is an example of how a global product was adapted and embraced by a remote market, while it also reveals interesting features of Swedish business and food cultures.