Can Local Bananas Make Guests Happier?

“Our guests notice when we have local produce versus imported produce. Don’t ever let anyone tell you that our farmers do not produce quality compared to what is from overseas,” says Sanovnik Destang. 

He’s a second-generation hotelier, and newly minted leader of the St. Lucia Hospitality + Tourism Association. Yet, he’s talking about supermarkets and farmers, and how tourism and agriculture are in, essentially, the same business. “Think of the supermarkets as the farmer’s Virgin Holidays [the clearinghouse; paying the lowest price], and think of the hotels as the farmer’s yachtie coming off the ship paying the maximum price.”

He claims the two industries are so alike because they both sell perishable inventory. “Right now, room 605 at Bay Gardens Resort is empty. If that room night does not sell in the next 12 hours it perishes. It’s gone. The laws of physics do not allow me to go back in time and sell [that room night] ever again,” he explains. Thus he, like a farmer, is forced to sell through varying distribution channels at differing price points to ensure his inventory doesn’t go unsold. 

That can leave him at the mercy of wholesalers, who try to force Bay Gardens into selling at a low price. They threaten not to buy from him at all if he doesn’t comply. That’s where he feels the connection to farmers even stronger.

His beef? St. Lucian hotels pay top dollar to import certain produce that can be grown locally to the same or higher quality standards. “There’s an opportunity for farmers to make more money and for us to save money,” he says. Citing a study from Tripadviser, he adds, “More than 70% of American guests look to expand their palette when they come here. They want to experience our local culture.” 

Since imported produce is plucked well before it’s ripe in order to withstand travel to its destination, it can’t compete with the freshness of locally grown varieties. Local produce in the island nation is much more flavorful because it stays on the tree longer. Plus, most guests are intrigued by unique regional foods, like St. Lucia’s season pepper and pawpaw, which create lasting memories because that interaction is new and different.

All of these local produce options seemed like a great fit for hotels on the island. The problem at hand? There was no system to connect buyer with seller. After all, farmers need to know there’s demand for particular items with enough lead time to grow and harvest them. And hotels need to know they can get the quantities they need when they need them. 

Destang took it upon himself to setup an exchange. Since there was no physical storage facility or clearing house, he turned to technology. “We have these [holding up his phone]. We have smart phones.” Using the social networking app WhatsApp to pair matches, he appointed an officer to be the intermediary connecting hotels’ needs with farmers’ inventory. The SLHTA calls it the Virtual Agricultural Clearing House (VACH). In its inception year they were able to keep $1 million EC in the local market. 

Farmers are now expanding their operations, and hotels are buying more and more produce locally. By making farmers a priority, Destang has benefited the local community, saved St. Lucian hotels money, and given his guests richer, more authentic culinary experiences. This is the tourism industry at its finest.