At Fruit Logistica 2026, Fyffes presents its approach to commercial growth through category activation, with a strong focus on bananas and pineapples. Working closely with its retail partners, Fyffes delivers tailored activation programmes designed to strengthen category performance, increase consumer engagement and create long-term value across the supply chain.
In a market shaped by origin volatility, evolving consumer expectations and increasingly demanding sustainability requirements, Fyffes positions itself as a strategic category partner, combining maximum supply reliability with pioneering, consumer-driven innovation.
Category development through activation and premiumisation
Bananas remain a high-volume staple category, while pineapples continue to offer opportunities for premiumisation and differentiation. Fyffes focuses on unlocking this potential through clear category segmentation, new product concepts and value-added ranges aligned with retailers’ strategies.
“Our ambition is to go beyond a purely transactional supply model and actively grow the category together with our retail partners,” says Frank Burkhardt, Executive Director of Sales at Fyffes. “Through activation programmes, seasonal concepts and premium propositions, we align consumer needs with supermarket objectives and supply capabilities.”
At Fruit Logistica 2026, Fyffes will highlight selected initiatives, including:
- A consumer-focused banana concept for children: Fyffes Jungle Quest
- Seasonal and premium pineapple activations: Fyffes Barbecue
- Ongoing development of sustainable and functional packaging solutions
Strong brands that reinforce category value
Fyffes will also showcase its brand portfolio as a key driver of category growth:
- Trudi’s, the purpose-led brand built around positive community impact, with modern and relevant consumer communication
- A new marketing campaign for the world’s oldest fruit brand, Fyffes Blue Label
- Fyffes Special Reserve pineapples, positioned as a premium proposition based on expert growing knowledge and optimal ripening
These initiatives are designed to help supermarkets create differentiation at shelf level, while responding to growing consumer demand for transparency, quality and responsible sourcing.
Reliable sourcing built on long-term partnerships
As climate change and geopolitical pressures continue to affect global supply chains, Fyffes highlights the importance of strong grower partnerships and operational excellence. Through long-standing relationships with farmers, diversified sourcing and continuous investment in logistics and innovation, Fyffes aims to ensure consistent quality and a reliable supply for its retail customers.
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Sustainability remains a cornerstone of this approach. Fyffes continues to integrate environmental management, human rights due diligence and community engagement into its commercial operations, recognising that supply-chain resilience and responsibility are closely linked.
“We support our customers in achieving their sustainability goals, whether related to greenhouse gas emission reductions, living wages, human rights or investment in communities,” adds Frank Burkhardt. “Strong partnerships across the value chain are essential to deliver both commercial and social value.”
Visit Fyffes at Fruit Logistica
Fyffes invites visitors to meet the team in Hall 5.2, Stand A-30, to discuss category strategies, activation programmes and how Fyffes works alongside retailers and producers to drive sustainable growth in bananas and pineapples.
