FYFFES GUARANTEES FRUIT SUPPLY AMID GLOBAL CHALLENGES

Fyffes Prepares for Fruit Attraction 2025 in Madrid

Thursday, 11th September: Ahead of Fruit Attraction taking place at the end of this month in Madrid, Fyffes – a global leader in bananas, pineapples, and melons – has confirmed that it is working diligently on its own farms and with its long-term supplier partners to secure premium quality bananas and guarantee consistent supply despite industry-wide challenges.

Over recent months, the banana sector has faced severe pressure from global climate change, geopolitical tensions, and strikes in Panama. Yet Fyffes has stayed ahead of the curve, leveraging its farming expertise, trusted grower network, and resilient logistics operations to ensure uninterrupted deliveries.

Sheila Morrison, Chief Supply Officer at Fyffes, says: “Thanks to the geographical diversity of our farming and sourcing operations and our close collaboration with our long-term growing partners, Fyffes is guaranteeing premium-quality fruit not just for the season ahead but also for the long-term.”

Frank Burkhardt, Chief Commercial Officer at Fyffes, added: “Not only do we have this unrivalled close relationship with growers, we are also committed to radical transparency, human rights due diligence, sustainability and community investment. Our robust logistics network means that our fruit lands at exactly the right moment in the right place.”

He continued: “At Fruit Attraction we aim to forge multi-year partnerships with retailers so that together we see benefits right across the supply chain for workers, communities, consumers and the planet.”

Factors negatively impacting banana supply this season include significant climate events in Latin America leading to productivity decline, increased demand for Latin American fruit from Asia due to decline in regional production, strikes in Panama, trade restrictions in Algeria as well as regional conflict and increased security controls in Latin America.

Fruit Attraction 2025 Highlights

At Fruit Attraction 2025, Fyffes will share its bold category vision under the tagline ‘Let the Good Grow’ along with brand strategies and latest innovations including:

• A showcase of Trudi’s latest consumer communications.
• A fresh consumer campaign for the world’s first fruit brand, Fyffes Blue Label.
• Premium Fyffes Special Reserve Pineapples: recently introduced by Rewe in Germany and Carrefour in Spain, these pineapples, grown by experts and picked at perfection, boast a richer golden hue, a sweeter taste, and a juicier texture.

Other exciting developments include:

• Customer briefings on new sustainable packaging innovations.
• Maersk partnership on new shipping routes designed to mitigate against climate and optimise on-time delivery.
• Launch of Fyffes latest Sustainability Report showing it has met and exceeded many sustainability targets.

Fyffes will also host a dedicated supplier summit at Fruit Attraction for a second year. It is expected that well over forty suppliers and growers will attend to hear the latest updates on sustainability, human rights, compliance, responsible supply chain as well as supplier perspectives.

With more than 130 years of experience, Fyffes remains committed to operational excellence, category leadership, and providing consumers worldwide with produce of the highest quality.