The international pineapple market has shifted from a fast growing into a slow growing market. The pineapple is well known and is found more often at the fresh corners in supermarkets as ‘bulk exotic fruit’. The focus in the exotic fruit corner is more on new unknown species. Since the mid 1990s, the MD-2 variety largely dominates the EU market as most consumers like its sweet taste. It has become the standard variety, produced in high volume, mainly in Costa Rica, and sales is backed up by smart logistics and marketing.