GENEVA - New banana brand Trudi’s plans to start by benefiting 200 rural families in Costa Rica through a multi-year partnership with CARE International and Fyffes partner retailers.

Fyffes developed the Trudi’s brand with a clear purpose - 'Good Fruit, Doing Good', with a portion of each sale directly benefiting the communities that cultivate them.

Trudi’s promotes gender equality, improved nutrition, and supports women to set up small agricultural businesses in the communities where Fyffes farms and supplier farms are located.

To ensure Trudi’s bananas fulfil their purpose by giving back to the communities where the fruit is grown, Fyffes has formed a multi-year partnership with CARE International UK, the international development agency.

The project will begin in Costa Rica in the communities of Matina and is designed to scale as more retailers and consumers prioritise good fruit doing good. In that regard, Fyffes is delighted to welcome Coop Norway as a Trudi’s stockist throughout the entire country, along with Spar UK, which are already leading the way by stocking this ethical banana brand.

Speaking about the development, Chief Marketing Officer Adriano Di Dia said in a recent press release, “It is great to see Coop Norway and Spar UK stepping up to bring Trudi’s to life. We know that European consumers really value sustainable and ethical brands, and we are delighted to see Trudi’s on the shelves of our long-term retailer partners.

“These are the first European shops to take the plunge with Trudi’s, and I am delighted to say we already have a number of supermarkets interested in other countries. Consumers already know that bananas are good for them, and we also know that consumers want to feel good about the decisions they make, and Trudi’s provides that opportunity,” he said.

Helen McEachern, CEO of CARE International UK, said, “We are delighted to form this partnership with Fyffes to work together in the banana-growing communities of Central America. With every banana bought, customers will be backing the women who grow and harvest the fruit, improving the lives and futures of women and their communities.”