The queen of fruits

After the Second World War, Migros developed a close business relationship with the American canned food manufacturer Del Monte. That’s how the Del Monte pineapple slices on Toast Hawaii came to symbolise the economic miracle in Switzerland.

It is almost two years after the end of the Second World War before Migros is able to advertise: “Available again. Pineapple Del Monte, top quality.” Before the war, Migros had sold tinned goods from the American company, which has owned huge pineapple plantations in Hawaii since 1917. Now, Migros arranges an exclusive contract for Switzerland. The relationship is appropriately close: at the cooperative meetings, Migros shows a promotional film about the cultivation and preparation of pineapples in Hawaii. Television spots are broadcast for the Del Monte range and employees are sent to the company's headquarters in California for further training.
In the 1950s, due to Migros, Del Monte becomes practically synonymous in Switzerland with tinned pineapple. The brand stands for the Americanisation of life and the blessings of the economic miracle, personified by Hawaiian Toast with a slice of tinned pineapple. When in 2006, an increased level of cadmium is found in Del Monte pineapple from Kenya during a routine test, Migros temporarily stops its sale. In 2012, the entire brand is removed from the Migros range.