Fruit Market International from Ridderkerk is launching a new brand and concept, named Happy, in conjunction with the Happy Fruit Company. The various developments in the market require innovative ideas and creative concepts. With Happy, FMI hopes to have found an alternative solution for both producers and retailers. The idea is to turn Happy into a creative and 'Happy' consumer brand, with producers getting the opportunity to directly participate in sales of their product group through product units. New packagings will also be introduced.
Through a fixed payment per consumer to the Happy Fruit Foundation, Happy wants to ensure something extra can be done on a structural basis, to not only make consumers and producers in the supply chain happy, but also the workers and their families in the production regions as well. FMI hopes to get started with the first products under the Happy label come the spring of 2015.
The range will be launched with grapes (Happy Grape), but other products (Happy Lime and Happy Papaya) will quickly follow.