Don’t be so quick to discard that sticker on your banana. Ecuador’s new tourism-boosting plan, called the “Banana Ambassador,” revolves around those easy-to-ignore stickers. Utilizing Ecuador’s status as the world’s largest producer of bananas—exporting 24 billion tons annually—the tourism ministry has swapped out the old labels on the fruit for a QR code and country logo. Scan it with your phone and the code takes you to a promotional video encouraging you to visit to the official tourism site. “Now, every time someone eats a banana, he or she will be closer to visiting Ecuador,” the ministry’s video says.