Fyffes raising the profile of its organic bananas
Elevating the profile of organic bananas is one key marketing effort for Fyffes North America, says Ahiby Rodriguez, trade marketing manager for the tropical division.
“The organic bananas segment holds significant importance for Fyffes in terms of market growth, branding and sustainable responsibilities,” Rodriguez said.
“Consumer awareness and preference for organic products, including bananas, has been steadily growing,” she continued. “Therefore, by focusing on this expanding market segment, we can attract health-conscious and environmentally aware consumers and reinforce our commitment as a socially responsible and sustainable brand.”
Fyffes, founded in 1888, is one of the largest and oldest tropical produce importers and distributors around the world, Rodriguez said. “With an infrastructure that reaches across the globe, we are involved in the production, procurement, shipping, ripening, distribution and marketing of bananas, pineapples, melons and other tropical fruits.”
Sustainability is more than a marketing message for Fyffes, she said.
“We believe that sustainable practices are not only a responsibility, but also a necessity for the well-being of our planet and future generations,” Rodriguez said. “As a result, sustainability is a fundamental aspect of how we conduct our business.”
Organic, fair trade and other sustainability certifications are important in banana marketing efforts because of the growing trend on consumer awareness, Rodriguez said.
“Today, consumers are more conscious of their health and the environment,” she said. “They value products that are produced sustainably, without harmful pesticides (organic) and with fair treatment of workers (fair trade).”
In addition, certifications like organic and fair trade provide a level of trust and transparency for consumers, she said. “They offer assurance that the product meets certain ethical and environmental standards, which can be especially valuable in a market where trust in brands and products is essential.”
Consumer demand
With inflation running strong, bananas have broad appeal, Rodriguez said. “Bananas are not just an affordable fruit; they are also incredibly versatile, convenient and among the top three most consumed fruits worldwide.”
For decades, bananas have been one of the most budget-friendly fruits available, she said.
“Bananas are also a staple food for many consumers,” she said. “Their enduring popularity is a testament to their consistent availability and accessibility. We highlight the fact that bananas remain a reliable source of nutrition, making them an ideal choice for cost-conscious consumers.”
Retailers have the opportunity to maximize banana sales by finding a balance between providing the necessary information about bananas — nutrition info and health benefits — through signage and keeping the packaging as environmentally friendly and minimal as possible, Rodriguez said.
“Ideally, organic bananas would have a dedicated section in the department, and no less important, applying secondary displays [with cross categories] will drive incremental sales to the category,” she said.
