A new banana brand, Trudi's™, has been launched with a focus on supporting rural communities in Costa Rica. The initiative, created by Fyffes in partnership with CARE International UK and participating retailers, aims to benefit 200 rural families in the initial phase.
© Fyffes
Trudi's bananas are linked to a social initiative designed to promote gender equality, improve nutrition, and assist women in establishing small agricultural enterprises in regions where bananas are cultivated, including areas surrounding Fyffes farms and its suppliers. A portion of revenue from each sale will be directed toward community-based projects.
The first stage of the initiative will begin in the Matina region of Costa Rica. The project is structured to expand gradually as more retailers and consumers engage with the brand. Fyffes has confirmed participation from Coop Norway, which will stock Trudi's bananas nationwide, and Spar UK, which has already begun offering the product in its stores.
Adriano Di Dia, Chief Marketing Officer at Fyffes, noted that early interest from European retailers reflects growing consumer demand for products associated with ethical and sustainable practices. According to Di Dia, additional retailers in other countries have expressed interest in stocking the brand.
Helen McEachern, CEO of Care International UK, highlighted the significance of the partnership. "With every banana bought, customers will be backing the women who grow and harvest the fruit—improving the lives and futures of women and their communities," she said.
The collaboration with Care International is intended to ensure that social and economic benefits from the sale of Trudi's bananas reach the communities producing them. The program is part of a broader effort to link agricultural trade with long-term community development goals.
© FyffesFor more information:
Michaela Schneider
Fyffes
Tel: +49 172 401 8228
Email: [email protected]
www.fyffes.com
