Regenerative agriculture champion seeking to become year-round supplier of sustainably grown Guatemalan and Peruvian produce
FairFruit has launched a strategic plan to expand its position on the US market as a reliable year-round supplier of sustainable specialty vegetables from Guatemala and Peru.
For the last two decades the company – a champion of regenerative agriculture – has been making inroads in the US with its stringless snow peas and sugar snap peas from Guatemala and Peru.
Its portfolio has steadily expanded to include French beans, baby carrots, English peas, and butternut squash, with rainbow carrots and broccolini soon to be added.
CEO Evert Wulfrank said: “FairFruit is well positioned to become a key supplier of specialty vegetables to the US market. As we’ve grown, we’ve sharpened our focus on delivering honest, high-quality, healthy, and sustainable produce – the very attributes that US consumers are looking for! On top of that, our year-round reliability allows us to consistently fill market gaps with dependable quality”.
According to Wulfrank, FairFruit “focuses on sustainable production and fair partnerships to deliver honest food”. For more than 20 years the company has forged long-lasting relationships with Guatemalan producers, fostering regenerative agriculture methods that protect soils, support biodiversity, respect nature, and decelerate the impact of climate change. In return it offers growers and their communities fair prices, dignified working conditions, and economically viable crops.
“As a grower-exporter, the company delivers value far beyond produce,” said Caroline Floren, sales & operations manager at FairFruit USA. “At FairFruit, we don’t just grow food – we grow futures. Together with our growers in Guatemala and Peru, and our buyers worldwide, we are cultivating a fairer, healthier, and more sustainable world, built on a resilient food system.
“By making regenerative agriculture the standard, not the exception, we are building a system that sustains the people, the planet, and the promise of tomorrow. In restoring soil health, conserving water, and fostering biodiversity, we are protecting the natural resources that underpin long-term prosperity.
“And our commitment to low-carbon logistics, including the use of sea freight, helps to minimise our environmental impact; proving that sustainable farming can scale efficiently and responsibly.”
FairFruit has established a ‘Soul Story’ which sets out the company’s brand values and sustainability strategy. In the coming year, the company will publish a sustainability report to measure the impact of its regenerative approach to agriculture.
To support its US expansion, FairFruit will attend this week’s Global Produce & Floral Show in Anaheim, California.
