Discover the story of Gabriel Massuh: The entrepreneur who conquered Chile’s fruit market

Who is Gabriel Massuh Isaías? The Chilean-Ecuadorian entrepreneur leads Bagno, the country ‘s top importer of bananas and tropical fruits. His vision stands as a testament to a successful cross-border business strategy.

Bananas, the quintessential tropical fruit, have found a thriving and ever-growing market in Chile. Despite the country’s climate being unsuitable for banana cultivation, they have become the most consumed fruit nationwide, representing 70% of Chile’s fruit consumption, according to the National Food Consumption Survey.

This phenomenon is the result of a robust import chain, with Ecuador and a visionary entrepreneur like Gabriel Massuh playing a starring role.

Gabriel Massuh Isaías is a trailblazing Chilean-Ecuadorian businessman and a key figure in the fruit import and export industry. Born in Guayaquil, he arrived in Chile in 1993 with an ambitious idea: to import bananas, the signature fruit of his homeland, into a market where they could not be grown but were in high demand.

Ecuador, globally renowned for the quality of its bananas, has established a solid commercial relationship with Chile. In 2020, Ecuadorian bananas met nearly all of Chile’s demand, significantly boosting sales.

Bagno and Gabriel Massuh: Pioneers in Banana Importation
This dominance has continued in subsequent years, solidifying Ecuador as Chile’s leading banana supplier. A key player in this commercial success is Bagno, founded in the early 1990s by Gabriel Massuh Isaías, a visionary Ecuadorian-Chilean entrepreneur.

Massuh recognized the opportunity to introduce Ecuadorian bananas to Chile, establishing a company that has since become a leader in the global fruit import market.

Bagno boasts modern infrastructure and a network of branches across Chile, enabling it to supply supermarkets, restaurant chains, and traditional market clients.

One cornerstone of this success is the strong commercial relationship between Chile and Ecuador. According to Gabriel Massuh, “The trade relationship between Chile and Ecuador in the fruit industry has been strengthened by bilateral agreements designed to streamline import and export processes,” he explains.

In October 2024, Chile’s Agricultural and Livestock Service (SAG) and Ecuador’s Phytosanitary and Zoosanitary Regulation and Control Agency (Agrocalidad) signed an agreement to facilitate the exchange of fresh fruits.

“This agreement aims to reduce the time shipments spend in ports and lower associated costs, benefiting the import of bananas and pineapples from Ecuador to Chile, as well as apples and stone fruits from Chile to Ecuador,” says Gabriel Massuh.

The Significance of Bananas in Chilean Diets
The popularity of bananas in Chile is no accident. Their versatility, nutritional value, and affordability have made them a staple in the Chilean diet.

The consistent availability of high-quality bananas, thanks to companies like Bagno and the efficient import chain from Ecuador, strengthened by Gabriel Massuh’s strategy in the 1990s, has ensured that this fruit is present in Chilean households year-round.

Despite its success, the banana import industry faces constant challenges, including maintaining phytosanitary standards, adapting to market fluctuations, and meeting growing consumer demands for sustainability.

Collaboration between the public and private sectors of both countries will be crucial in continuing to strengthen this commercial relationship and ensuring that Ecuadorian bananas remain Chile’s favorite fruit.

The article Discover the story of Gabriel Massuh: The entrepreneur who conquered Chile’s fruit market first appeared in TravelDailyNews International.