What color is a banana?

Pantone 12-0752, precisely

You may think a banana is just a banana. Dole, the food company, would disagree with you.

They have rendered the creation of a banana into a quasi-science. Sales records show that bananas with a certain color (Pantone 13-0752, also known as Vibrant Yellow) are less likely to sell than bananas one shade warmer – Pantone 12-0752. Also known as Buttercup, the color seems to imply a riper, fresher fruit.

So Dole and other food companies plant bananas under conditions most likely to produce the most desirable color.

It ain’t fresh if it don’t look fresh.

Extracted from Selling Illusions Of Cleanliness (wsj online)

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