Colombian, Costa Rican, Ecuadorian, Guatemalan, Peruvian, and Dominican Republic banana producer and exporter associations have expressed opposition to German supermarket Kaufland's promotion offering 1 kilogram of Latin American bananas for €0.88, arguing that it undermines the sustainability of the banana sector. They contend that such offers hide the high costs of certification requirements and regulations imposed by European destination markets, and are a form of false advertising that disregards the real sustainable production practices. The associations accentuate the need for genuine commitment to sustainability from European supermarkets and authorities to ensure the economic sustainability of the banana industry.