Pineapple exports are controlled by large-scale plantations owned by the agro-multinationals (Del Monte, Dole, Chiquita, Fyffes, Banacol, Compagnie Fruitière) with organised value chains. Large EU retailers take up around 75% of total pineapple sales. They want constant availability of pineapples and to compete with the other retailers/players. Almost all pineapples are transported by sea and enter Europe mainly via Belgium and the Netherlands. Supply is geared to minimize lead times from smallholder to consumer.