First, I frequently rank the U.S., Japan and Israel as the driving forces of modern commerce. The engines pull the train. Other countries think they make a contribution to commercial innovation, but, in my eyes they are very limited. Japan does the deep pioneering work, like the first real hybrid automobile engines (not like the American version which is just a big starting motor) and the brilliant innovations in marketing such as the banana vending machine.
Second, the valuable use of a brand name, such as Dole, is that it can be a guarantee of quality, as is the case for Sony, Hitachi and Lexus. A Dole banana can be trusted to be ripe and not over ripe.
Third, you'll note that these are bundles of bananas. Clearly not for eating in public, something the Japanese rarely do. These bananas are add-ons to a grocery shopping trip... just a little more convenient.
They are probably the beginning of a series of fresh grocery vending machines.