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Successful launch of communication campaign at Fruit Logistica

Fyffes aims for new momentum and clear added value in their range

As one of the world's leading marketers of tropical fruits and the number one banana importer in Europe, Fyffes has the goal, together with its trading partners, to again inspire consumers for bananas. Current research clearly shows that this fruit range has not been given enough impact for consumers so far and the particular qualities of the fruit are not well recognized. From February 7 to 9, Fyffes invited customers to discover their premium ranges -from bananas to exotic fruits - as part of their communication campaign "Fyffes. Discover more”. Fyffes aims to work with strategic partners to bring greater value to the entire range within the European core markets and thus unlock the growth potential.

Current consumer needs to be made concrete
Consumers buy bananas without thinking too much; they just belong in the fruit basket. A recent Fyffes study found that 58 percent of respondents consume bananas daily (several times a week), but the fruit is taken for granted and has lost its specific feel. However, further qualitative surveys also show that consumers are very sensitive when it comes to fruit and vegetables and their producers. Keywords such as "brand identification" and "corporate social responsibility" play a big role in the final purchase. To best serve these needs, Fyffes has developed its new communication campaign.

“‘Discover More’ is Fyffes' invitation to traders and consumers to discover the world of bananas,” said Joris Schonk, Fyffes Commercial Director Europe. "All of us at Fyffes, from our growers in the tropics to the maturation masters and traders, are passionate about helping to deliver the best quality and greatest tastes of responsibly grown fruit to Europe. It is exactly this enthusiasm that we want to bring to life in the trade and beyond.”

Fyffes offers its trading partners individual programs that are tailored to their respective store concepts and individual customer structures. The result is an innovative shopping experience that gives the trader, the retailer and the range as a whole the greatest possible benefits.

By participating in this year's Fruit Logistica, Fyffes underscores its offer to work with trading partners to increase consumer engagement. "With our ‘Discover More’ initiative, we can leverage the farmer's long-term relationships and commitment to the community to strengthen consumer connectivity with bananas," concluded Joris Schonk.

Fyffes - the oldest fruit brand in the world
When Fyffes launched its blue label on the market in 1929, it was an absolute novelty: for the first time in the history of the fruit trade, fresh fruit was given a brand name. Based on an extensive and at that time pioneering advertising campaign, the public soon interpreted this innovation as a quality label.
Fyffes has seen significant growth since its inception and is now one of the world's largest importers and distributors of tropical products. Ever since, the Fyffes logo has stood for premium quality and sustainable handling of people and nature.

Since February 2017, Fyffes has been part of Sumitomo Corporation, a leading global trading company. Sumitomo has been active in the banana industry since the 1960s and is the market leader in Asia. The main activities of the Fyffes Group are the production, procurement, shipment, maturation, sale and marketing of bananas, pineapples and winter melons. The marketing is done -amongst others- with the brands Fyffes, Fyffes Bio, Hoya, Sol and Turbana.

For more information:
Michaela Schneider
Business Development Manager - Fyffes BV
DirectNL: + 31 (0) 102445320
DirectGER: +49 (0)40 329 00 205


Publication date: 2/14/2018


 


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