Ireland-based Fyffes is preparing to celebrate a landmark occasion in the company's history with the 80th birthday of its brand, which was launched on 16 July 1929 – making it the oldest fruit brand at retail in the world.
According to the tropical produce importer-distributor, the appearance of the Fyffes blue label in 1929 marked the first time that any fresh fruit had been branded, with that unique move backed by a pioneering advertising campaign.
'The longevity of the Fyffes brand marks a great achievement in the history of the company and is, in itself, a testament to the great care and attention afforded to the highly perishable product with which we work,' said Fyffes chairman David McCann. 'Our endless dedication to quality ensures that when consumers choose a Fyffes blue label-branded product they are buying the best.'
Since the brand's introduction, Fyffes has developed into one of the world's largest tropical produce groups, boasting a turnover of €760m and involvement in the production, procurement, shipping, ripening , distribution and marketing of bananas, pineapples and melons to Europe and the US.
'Over the past 80 year, the Fyffes brand has gone from strength to strength,' said Laurence Swan, director for research and development at Fyffes. 'The endurance of the Fyffes brand over an 80-year period can be attributed to the quality of the fruit to which the label is attached and the service levels behind it with only the freshest produce selected from the most reliable producers being permitted to carry the famous Fyffes blue label.'
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