Fyffes guarantees fruit supply amid global challenges

Ahead of Fruit Attraction, which takes place at the end of this month in Madrid, global banana, melon, and pineapple leader Fyffes confirmed that it is working diligently to secure premium-quality bananas and guarantee a consistent supply despite industry-wide disruptions.

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. 

“Thanks to the geographical diversity of our farming and sourcing operations, as well as 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,” says Sheila Morrison, Chief Supply Officer at Fyffes. 

Frank Burkhardt, Chief Commercial Officer at Fyffes, said the company's operations benefit from its "unrivalled close relationship with growers."

"Our robust logistics network means that our fruit lands at exactly the right moment in the right place,” he added.

Strengthening this network is precisely what the company aims to achieve at Fruit Attraction. These multi-year partnerships with retailers, the company says, will reap benefits 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 the regional fruit from Asia, trade restrictions in Algeria, as well as regional conflict and increased security controls in Latin America. 

Fyffes will be present at Fruit Attraction

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 
• Partnership with Maersk on new shipping routes, designed to mitigate against climate and optimize delivery time
• 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, and 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.