Fyffes has announced the appointment of Frank Burkhardt as chief commercial officer to oversee an ambitious growth strategy.
The strategy 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.
After undergoing a significant transformation programme over the last three years and appointing a new CEO and executive leadership team, Fyffes has developed its growth strategy.
It aims to diversify its portfolio to better meet the needs of both retailers and consumers while driving positive social and environmental impact on the supply chain.
Fyffes recently launched a new consumer fruit brand in continental Europe, Trudi’s, based on community support in the countries where the fruit is produced.
With a €1 million investment 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.
The appointment of Burkhardt is critical to the rollout of the strategy, with more than 20 years’ experience in sales and marketing, he is well placed to grow the business in strategic markets.
‘More Sustainable Fruit Production’
Speaking about the appointment of Burkhardt, Chief executive Helge Sparsoe said, “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 an ambitious, go-to-market commercial strategy across key markets within the EU, the UK and the US.”
On the Shaping Wellbeing for the World strategy, she said, “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 business areas and focused on realising commercial efficiencies and best-in-class working facilities across our communities.
“This business model has placed us ahead of our competitors regarding carbon footprint, community welfare, and employee wellbeing – leading the industry 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 added, “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.
“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 many exciting prospects and partnership opportunities in our pipeline.”
Read More: Fyffes Finds Ireland’s Fittest School In Waterford
