Fresh produce group Fyffes intends to phase out its namesake label for its bananas sold in mainland Europe.

The products will instead be sold under the name of the Dublin-based company’s new consumer brand, Trudi’s.

Fyffes’ move applies solely to its “premium banana segment”, the group told Just Food, and excludes produce sold to the UK and Ireland.

Trudi’s was launched last October, with the goal of marketing Fyffes’ bananas as healthy products that also help to support the communities where they are grown in Costa Rica.

In a statement, the company said it had “no plans to fully replace its Fyffes consumer brand in Ireland, North America or the UK”.

It added: “The Fyffes name will continue as our corporate brand and company name.”

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

Fyffes described the Trudi’s brand as “purpose-driven”, providing “both retailers and consumers a choice to directly support social sustainability within farming communities in Costa Rica that produce Trudi’s tropical fruit”.

The company is in negotiations “with select retailers” across Europe, it said. It aims to begin its trial of the rebranded bananas at some point “this year”.

The push comes several years after the group was ejected from the Ethical Trading Initiative (ETI) in 2019 for allegedly not allowing its workers to be represented by an industry trade union. It had been suspended from the ETI since 2017.

Fyffes exports a range of fresh fruit products to more than 500 retailers in 22 countries across Europe and North America.

As well as bananas grown in Central America, its European portfolio includes pineapples from Costa Rica, Ecuador and Panama, and an an Exotics range, featuring plantains grown in Colombia and Ecuador, and Hass avocadoes from Colombia, Peru and Mexico, among other goods.

It also sells melons sourced from Honduras and Guatemala to America and Canada.

The group owns 20 farms and 19 distribution centres around the world and employs more than 14,000 people.