Group says it will continue to focus on new business strategy and the launch of Trudi’s as part of its growth ambitions

Fyffes has announced the appointment of Frank Burkhardt as its new chief commercial officer.

In the role, Burkhardt will oversee what the fresh produce leader called ”an ambitious growth strategy”, which includes the promotion of a new sustainable brand proposition Trudi’s and a focus on delivering against the company vision – Shaping Wellbeing for the World – over the coming years.

Frank Burkhardt Fyffes

Frank Burkhardt

”After undergoing a significant transformation programme over the last three years, and the appointment of a new CEO and executive leadership team, Fyffes has developed an ambitious growth strategy,” Fyffes stated.

”This strategy aims to diversify its portfolio to better meet the needs of both retailers and consumers, while driving positive social and environmental impact across its supply chain and among the communities where its fruit is produced.”

It recently launched Trudi’s in continental Europe, a move it said was founded on the desire of consumers to not only eat healthy, fresh and nutritious produce, but to ensure that the fruit was also doing good in the communities among the people who cultivated it.

Fyffes said it was currently in discussions with select retailers across Europe to trial Trudi’s this year.

”With an investment over €1m in market intelligence, testing, and creative support for Trudi’s, Fyffes is eager to activate the brand in partnership with European retailers over the coming years and has plans for location-based marketing campaigns that include targeted digital content, billboard/out-of-home, and in-store promotions,” the company continued.

The appointment of Burkhardt as CCO was critical to the rollout and success of the commercial strategy for Fyffes as well as its new brand proposition, it noted.

Prior to joining Fyffes, he most recently served as the group chief marketing officer at Holcim, and was previously CMO at L’Oréal Switzerland.

“With his knowledge, experience, and keen insights into commercial strategy across a range of sectors, Frank will play a key role in helping us deliver on an ambitious, go-to-market commercial strategy across key markets within the EU, the UK, and the US,” said Fyffes CEO Helge Sparsoe.

”For the last three years, we have been focused on leveraging the years of knowledge and brand reputation within Fyffes, while evolving rapidly to reflect the needs of our customers, our employees, our consumers, and our communities into the future.

”We set out with a new vision and strategy: Shaping Wellbeing for the World,” he outlined. ”The ethos behind our business strategy is that doing business right will be right for business, and the ambition is to embrace this philosophy across the entire value chain.

”We have also invested in key areas of our business and focused on realising commercial efficiencies and best-in-class working facilities across our communities,” Sparsoe commented. ”This business model has placed us ahead of our competitors when it comes to carbon footprint, community welfare, and employee wellbeing - leading the industry forward towards more sustainable fruit production.

”I look forward to building on these achievements and with Frank’s support, collaborating further with our retail partners on how we can best drive value for them in the coming years.”

Burkhardt expressed his excitement at taking up the role and highlighted the potential of Trudi’s.

“I am delighted to join Fyffes at such a pivotal moment for the business as it seeks to capitalise on its excellent reputation and 130-year history while transforming to become a more sustainable, future-focused organisation,” he said.

”The launch of Trudi’s offers a truly sustainable proposition that we firmly believe will bring an exciting new choice and opportunity for both retailers and their consumers – something that hasn’t been seen in this space for a long time.

”I look forward to working closely with our retail partners across the many markets in which we operate and building on a number of exciting prospects and partnership opportunities in our pipeline,” Burkhardt added.