Fyffes Unveils New Consumer Brand – Say Hello to Trudi’s®!

Fyffes has today unveiled a new consumer brand for its European bananas based on extensive global research. Trudi’s® builds on Fyffes vision – Shaping Wellbeing for the World – and is founded on consumers’ desire to not only eat healthy, fresh and nutritious produce but to ensure that the fruit we eat is also doing good in the communities and with the people who cultivate our fresh produce.

‘Good fruit, doing good™’ is the mantra of Trudi’s® consumer brand which will help build schools, empower women and provide nutritious meals to communities where Fyffes own farms and supplier farms are located.

This week at Fruit Attraction in Madrid, Fyffes is speaking to our retail partners about the Trudi’s® brand offering, which is accompanied by an extensive go-to-market strategy and campaign starting in Q1 2024.

Speaking about Trudi’s®, Fyffes Chief Marketing Officer Adriano DiDia says “Bananas are the number one fresh fruit consumed worldwide, consumers eat the yellow fruit because of its intrinsic goodness. We are proudly launching our new Trudi’s® banana: good fruit, doing good™. The Trudi’s® brand is deeply rooted in creating the best for both worlds: our growers in Central America and our consumers in Europe. We are excited, come and join us on our journey to transform the industry for good.”

Fyffes CEO, Helge Sparsoe, spoke about the new brand: “We are bringing the new Trudi’s® banana brand to market to fundamentally disrupt the category. Our vision is for our fresh produce to delight the consumer while giving back to the women and men who grow our fruit, building resilient communities across our supply chain.”