In 2016 Fyffes wants to work together with its retail partners to drive new interest into the banana category – which, according to recent extensive research, has become increasingly commoditized and is failing to engage the consumer. Fyffes wants to change that by bringing a new energy to the category and adding value to one of the most popular fruits in the world. The company defined a major growth potential across four key markets in Europe and designed a comprehensive engagement program launched as “Discover More” to reconnect consumers with their favourite fruit.
Bananas have become a commodity amongst consumers – even though a Fyffes survey* revealed that 58 percent of asked consumers eat bananas every day (several times a week) the category is not responding effectively to modern consumer needs. Further qualitative research conducted by Fyffes in 2015 showed that consumers actually deeply care about the fruits they plan to purchase, that the brand increasingly influences the purchasing decision and that CSR is a very important sales trigger. As a response to these defined consumer needs and insights Fyffes created the “Discover More” consumer engagement program. “ `Discover More´ is Fyffes’ commitment to change the way the world sees bananas. It’s an invitation to people to rediscover their love for the banana through exploring the world of Fyffes”, says Michaela Schneider, Fyffes Business Development Manager Europe. “Everyone at Fyffes, from the farmers in the tropics to the ripeners and distributors in Europe, has a passion for what they do and shares an ambition to bring Europe high quality, great tasting fruit – grown responsibly.” By leveraging the company’s long-term partnerships with growers in the tropics and its strong CSR commitment, Fyffes is using “Discover More” to emotionalise the connection consumers have to bananas and personalise their path to purchase.
Discover More – a sustainable brand investment based on consumer insights
A comprehensive program for Fyffes means that major triggers that impact the volume and frequency of banana purchase can be exploited by use of an engagement toolkit emphasising the role of the banana in both established and additional consuming occasions and its versatile taste experience. Fyffes offers the option of creating individual tailor made programs with its retailers to address their individual floor concept and their consumer structure – for an innovative in-store experience designed to improve rewards for retailer, supplier and the whole category.
To support an advanced POP presence Fyffes is expanding brand presence in other channels too. A new website to be launched in spring 2016 and a broad social/digital program addressing virtual influencers and consumers directly, will support the storytelling around “Discover More”.
For more information, please visit www.fyffes.com/de.