The new brand created with the UK-based creative agency aims to reverse the undervaluation of the category by putting social good at the heart of the brand
London, Thursday 5th October: Today, global fresh produce company Fyffes International SA launches new consumer brand, Trudi’s®, at Fruit Attraction in Madrid - the most important fresh fruit trade event in the calendar.
The launch follows the recent appointment of strategic and creative agency Impero, who have created the new brand with Fyffes.
In the UK the price of bananas has fallen by over 30% in the last 30 years, despite the recent period of inflation. Trudi’s® launches with the ambition of becoming the fruit brand that opens consumers’ eyes to the real cost of undervaluing the banana category.
Adriano Di Dia, Chief Marketing Officer at Fyffes International SA comments: “The devaluing of fresh fruit over many years has had huge implications for the families and communities that dedicate their lives to growing it. Under the positioning of ‘Good Fruit Doing Good’ Trudi’s® will tackle this head-on by outwardly supporting those who need it most: Including key issues around female empowerment in the fruit trade, education, and child nutrition. We want to become famous for being the bananas that give back because it means a lot to the values of Fyffes, the future of the industry, but even more to those who need it most today”.
The launch this week will be followed by a marketing investment designed to prioritise brand attention and purpose storytelling across key markets.
Michael Scantlebury, Founder & ECD at Impero adds: “I think the world has got it wrong. How can a fresh, delicious, natural piece of fruit that’s come from the other side of the world and arrived in our homes perfectly ripe be valued in many supermarkets far less than highly processed, fake fruit-flavoured products that won't go off a year from now! The knock-on effects of that are huge. Trudi's® is here to change that. And we’re super proud to be working with Fyffes International to make it happen.”