Weekly demand functions are estimated for bananas traded on the Sydney wholesale market using data for the period 1953 to 1967. Graphs of these functions suggest that the demand for bananas varies in a systematic fashion through the year. Further research will be required before it is possible to identify the specific dynamic factors responsible for these demand shifts. However, the short-run relationships which have been estimated provide quantitive information which could be used to evaluate the potential benefits to growers of a planned marketing program.