Fresh Del Monte builds on its 'pillars of strength'

What are Fresh Del Monte Produce’s aims for the European market as we head into 2025?

Gianpaolo Renino: In 2025, Fresh Del Monte’s strategy in Europe will revolve around three key pillars: partnership, proximity, and pedagogy.

Partnership is at the core of our relationships with customers, as we prioritise building long-lasting, mutually beneficial collaborations to navigate the cyclical challenges of our industry together.

Proximity will take on heightened importance as European consumers increasingly face economic pressures and limited time for shopping while seeking continued access to fresh, healthy, and delicious produce.

Finally, pedagogy remains a crucial component of our engagement with customers, addressing gaps in understanding about fresh produce category economics and highlighting Fresh Del Monte’s unique value proposition.

We also recognise the importance of deepening connections with end consumers. Research consistently shows consumer enthusiasm for learning more about us, extending beyond our reputation for high-quality fruits.

Each time we share compelling stories about our sustainability efforts and community outreach, consumers express a strong sense of commitment and actively seek further information through various touchpoints, including our social media, website, and point-of-sale interactions.

Which products stand out for Del Monte in Europe?

GR: Our primary fresh produce lines in Europe are pineapples and bananas, each serving distinct roles in meeting the needs of both our partners and consumers. While the pineapple is often hailed as the ’king of fruits’, its unique combination of health benefits, versatility, and value remains underappreciated by many.

We are leading the way in further segmenting this category to create even more appealing options. For example, the high-sweet, high-colour Del Monte Honeyglow pineapple has become the fastest-growing item in the entire category in Europe. We also offer a range of pineapple experiences, from the classic Original Del Monte pineapple to the exclusive Del Monte by air.

Additionally, we recently entered the ultra-premium fruit market in Europe with the launch of the Rubyglow pineapple, a stunning, red-shelled variety available in very limited quantities.

The banana category, on the other hand, boasts high household penetration and purchase frequency across European households.

In 2025, our focus will be on partnering with customers to maintain strong availability of Del Monte bananas while ensuring flexibility across the value chain.

For the full interview with Gianpaolo, see Eurofruit Magazine January 2025 – Fruit Logistica part 1