Fyffes has revealed that, having worked on the development of a new website in 2020, the site is ready to go live today.
According to the company, the new website makes it easy for customers and other users to find the information they need about
its products and responsible business practices.
Having interviewed employees, retailers, NGOs, media and surveyed consumers to find out what information was most important to them and what they expected from a fresh produce label website, navigability and ease of search came out as very important attributes, as well as transparency and accountability, Fyffes explained.
”Consumers and other stakeholders told us that they want to know more about the provenance of our bananas, pineapples, melons and exotic range, the so-called ‘farm to table’ journey,' said Caoimhe Buckley, director of corporate affairs. 'They want to know more about how we care for our people who harvest and pack by hand so that our products arrive in perfect condition to the supermarket shelves.
”We want to make it easier to access information about our sustainability efforts, our certifications, quality controls and standards,' Buckley continued. 'We also want to help people find a good banana bread recipe during the many global lockdowns we are all experiencing.'
The new website was designed by Friday, a Dublin-based digital agency, to have an enhanced user experience, to be easy to use on any device, to be modern and with a creative treatment which brings to life Fyffes blue logo – the oldest fresh produce logo in the world.
“Collaborating closely with the team at Fyffes and their customers enabled us to gain valuable insights into the business, its values, footprint and ambitions,' noted Dave Jackson, co-founder and UX director of the agency. 'We were inspired by the energy and
commitment of people throughout Fyffes and are delighted with the results we achieved together. We are excited to see how Fyffes future unfolds and hope to be working with them to help realise it.”
Spanish, German, Russian and Dutch versions of the website will be available soon.