Retailer’s primary wholesaler James Hall & Co says premium-branded fruit has boosted sales following shift in consumer demand
With help from its distribution partner James Hall & Co, retail chain Spar has become the first company to sell bananas under the Trudi’s brand in the UK.
Launched in late 2023, Fyffes’ new ethical trade brand Trudi’s is designed to tap into growing demand for responsibly sourced products, and to open consumers’ eyes to the real cost of producing the fruit.
And in mainland Europe, it is seen by the company as a more suitable and engaging trademark for consumers in today’s international marketplace.
The Trudi’s bananas sold by Spar are sourced from Fyffes by James Hall & Co, the primary supplier of fresh produce to Spar retailers in the north of England.
According to Wilf Whittle, the company’s trading controller, the quality of the fruit is excellent. “We are delighted to be making the first move in the UK market with [Fyffes’] new Trudi’s brand. The quality of fruit is excellent, and we are offering an improved sized and specification with Trudi’s,” he says.
The large premium fruit are free of plastic packaging, and available in a paper-banded pack of five or loose, including as part of Spar Meal Deals.
“Modern day consumers like to know where their fruit is coming from, and we were cautiously optimistic that customers would take to the brand. When customers think of quality ethical and sustainable bananas, we want them to think of Spar,” Whittle adds.
“The purple branding really stands out in store, and it has triggered a purple patch for our sales of bananas in the large, banded packs of five, and with the loose single fruit. We pride ourselves on availability, and while the market across retail has been short recently following shipping delays, we maintained full availability which is a credit to all involved within this supply chain.”
Toni Direito, sales manager at Fyffes, says the Trudi’s brand meets consumer demand not only for healthy, fresh, and nutritious produce, but also the reassurance that it does good in communities where it is produced.
“We are on a mission to show the world that nothing tastes better than knowing your fruit is doing good and our Trudi’s brand is deeply rooted in creating the best for both worlds – our growers in Central America and our consumers in Europe,” he comments.
“A huge thank you to Spar and James Hall & Co for embracing the vision and taking the lead in ensuring communities benefit while providing a choice to consumers who wish to give back and do good by buying a purpose driven brand.”
