The Southern Hemisphere Association of Fresh Fruit Exporters (SHAFFE) has announced a change of name to Southern Hemisphere Fruit Alliance (SFA) and introduced a new logo. The organisation stated the update reflects its mission of representing the Southern Hemisphere fruit sector and promoting environmentally, socially, and economically sustainable value chains.
Nathan Hancock, SFA president and CEO of Citrus Australia, confirmed the transition. He said the revised name and brand identity are intended to bring together producers and exporters across the region to present a unified position on industry issues. According to Hancock, the Alliance will continue to highlight the contribution of Southern Hemisphere fruit to regional economies and to global consumer markets.
Vice-president Jorge de Souza, technical and project manager at Abrafrutas (Brazil), said the shift from "Association" to "Alliance" underlines the aim of working for the mutual benefit of members and stakeholders, including producers, workers, and consumers.
The Alliance has also introduced a new membership structure with full and supporting member categories. This is designed to link Southern Hemisphere growers and exporters with industry representatives in the Northern Hemisphere, as well as with international input suppliers and service providers.
Hancock said the updated structure and identity are intended to strengthen the organisation's ability to represent the fruit industry with a single voice.
© SFAFor more information:
Southern Hemisphere Fruit Alliance
Tel: +39 3668 920951
Email: [email protected]
www.shfruit.org
