FairFruit, a company specializing in specialty vegetables and exotic fruits, has expanded its year-round specialty vegetable exports to Canada.
FairFruit says the Canadian market is a natural next step for its international sales evolution. Building on a positive track record in the U.S. and Europe, the company says the Canadian market offers a large and growing urban consumer base of 40 million people and a thriving food retail market.
“FairFruit offers Canadian buyers a sustainable supply proposition that combines consistency, honesty and long-term value,” says Evert Wulfrank, CEO of FairFruit USA. “Our year-round French beans and peas present a direct, dependable solution that addresses gaps in the Canadian market, backed by values that resonate with Canadian consumers. Our aim is become a recognized, trusted supplier to the eastern Canadian fresh produce trade.”
FairFruit says it used Canadian market research to identify opportunities to develop direct supplies from its own production companies in Guatemala and Peru. FairFruit says that dual origin model offers buyers supply continuity during the complementary primary growing seasons of Guatemala (November to April) and Peru (May to November).
“Our goal is to become a trusted, consistent supplier for Canadian buyers and a long-term partner in their growth,” Caroline Floren, sales and operations manager at FairFruit USA, says. “The quality of our relationships matters more to us than volume at the outset.”
Grown according to strict quality and food safety specifications, and packed and cold-chain managed from field to port, FairFruit says its portfolio includes both conventional and Fairtrade-certified French beans, peas, brassicas, and mini and colored carrots.
The company says established import hubs in eastern Canada present an attractive entry point for its year-round complementary Guatemalan and Peruvian supply model.
“We are a unique player with producers in both Guatemala and Peru, and we’re the largest company dedicated to exporting Peruvian peas to the UK, European Union, the U.S. and Japan,” Wulfrank says. “Our current customers choose us because our product arrives on specification, at consistent volume, season after season. We’re ready to offer Canadian buyers the same.”
FairFruit manages production from agronomic decisions in the field to quality validation at the packing stage. The company says this vertical integration enables it to guarantee consistent volume and specifications, reliability that retail and foodservice buyers require.
FairFruit will exhibit at the Canadian Produce Market Association’s Guatemala Pavilion, booth 1843, in Toronto, Canada.
