Fyffes Guarantees Fruit Supply Amid Global Challenges
September 11, 2025 | 4 min to read
Ahead of Fruit Attraction in Madrid, Fyffes is actively ensuring a consistent supply of premium-quality bananas despite challenges like climate change and strikes in Panama. Chief Supply Officer Sheila Morrison emphasized their collaboration with growers and logistical resilience, while Chief Commercial Officer Frank Burkhardt highlighted their commitment to sustainability and community investment. At the event, Fyffes will showcase innovations and strengthen partnerships, aiming to uphold their leadership in the tropical produce market.
Ahead of Fruit Attraction taking place at the end of this month in Madrid, Fyffes – a global leader in bananas, pineapples and melons – has confirmed that it is working diligently on its own farms, and with its long-term supplier partners, to secure premium quality bananas and guarantee consistent supply despite industry-wide challenges.
Over recent months, the banana sector has faced severe pressure from global climate change, geopolitical tensions and strikes in Panama. Yet Fyffes has stayed ahead of the curve, leveraging its farming expertise, trusted grower network, and resilient logistics operations to ensure uninterrupted deliveries.
Sheila Morrison, Chief Supply Officer at Fyffes says, “Thanks to the geographical diversity of our farming and sourcing operations and our close collaboration with our long-term growing partners, Fyffes is guaranteeing premium-quality fruit not just for the season ahead but also for the long-term.”
Frank Burkhardt, Chief Commercial Officer at Fyffes added, “Not only do we have this unrivalled close relationship with growers, we are also committed to radical transparency, human rights due diligence, sustainability and community investment. Our robust logistics network means that our fruit lands at exactly the right moment in the right place.”
He continued, “At Fruit Attraction we aim to forge multi-year partnerships with retailers so that together we see benefits right across the supply chain for workers, communities, consumers and the planet.”
Factors negatively impacting banana supply this season include significant climate events in Latin America leading to productivity decline, increased demand for Latin American fruit from Asia due to decline in regional production, strikes in Panama, trade restrictions in Algeria as well as regional conflict and increased security controls in Latin America.
At Fruit Attraction 2025, Fyffes will share its bold category vision under the tagline ‘Let the Good Grow’ along with brand strategies and latest innovations including:
- A showcase of Trudi’s latest consumer communications.
- A fresh consumer campaign for the world’s first fruit brand, Fyffes Blue Label
- Premium Fyffes Special Reserve Pineapples: recently introduced by Rewe in Germany and Carrefour in Spain, these pineapples, grown by experts and picked at perfection, boast a richer golden hue, a sweeter taste, and a juicier texture.
Other exciting developments include:
- Customer briefings on new sustainable packaging innovations
- Maersk partnership on new shipping routes designed to mitigate against climate and optimise on time delivery
- Launch of Fyffes latest Sustainability Report showing it has met and exceeded many sustainability targets
Fyffes will also host a dedicated supplier summit at Fruit Attraction for a second year. It is expected that well over forty suppliers and growers will attend to hear the latest updates on sustainability, human rights, compliance, responsible supply chain as well as supplier perspectives.
With more than 130 years of experience, Fyffes remains committed to operational excellence, category leadership, and providing consumers worldwide with produce of the highest quality.
About Fyffes
For over 130 years Fyffes has brought a choice of tropical produce to countless millions around the world. We achieve the highest quality by nurturing relationships with our growers, supporting our employees, and diligently serving each link in the chain: production, procurement, shipping, ripening, distribution, and marketing. This approach has earned Fyffes leadership across multiple markets; today we are the largest importer of Fairtrade-certified bananas in the world. We are also one of the largest banana and pineapple importers in Europe and the biggest melon importer in North America. We became part of the Sumitomo Corporation in 2017, advancing our industry leadership in many exciting ways.
About Trudi’s
Launched last year with the tagline ‘Good Fruit, Doing Good’, Trudi’s is a Fyffes brand rooted in community-impact which has already been embraced by James Hall/Spar UK and Coop Norway. Trudi’s is working in partnership with Care International to advance gender equality, women’s empowerment and food security in vulnerable communities in Costa Rica.