Fyffes Ireland Tells Consumers in ‘Power of The Blue Label’ Campaign

Despite appearances, not all bananas are the same.

Though they may look alike, there is much in the way that bananas are grown, harvested, ripened and brought to market that affects the condition, quality and taste that consumers can expect.

That is the message fruit importers Fyffes will be bringing to consumers over the coming months.

The focus of the campaign which includes radio, OOH, social, digital and trade advertising, will have the theme: ‘The Power of the Blue Label’ – and is based on five key reasons that consumers should keep in mind when choosing their favourite fruit.

One, bananas need to be treated carefully to preserve the condition and quality that consumers expect. For that reason, Fyffes ensures that all its bananas are hand-picked with care, so that machines do not damage the delicate fruit.

Two, before despatch, each banana is washed by hand, not once, but twice, to ensure all-round cleanliness.

Three, during transit, the bananas are kept in a state of hibernation, transported in state-of-the-art containers at the perfect temperature to slow down the ripening process. 

Four, imported by from Central America to Ireland, with no stopping-off along the way, Fyffes bananas arrives directly into the Port of Cork, meaning that they are amongst the freshest bananas in Europe, ready for final ripening before delivery to fruit shops and supermarkets.

Five, before delivery to retailers, Fyffes bananas are slow-ripened by an expert team using ultra-modern, temperature-controlled, ripening chambers – a process that ensures they reach consumers in perfect condition with the quality required to stay fresher for longer.

Overseeing implementation of the ‘The Power of the Blue Label’ campaign is Fyffes marketing manager, Emma Hunt-Duffy. Commenting, Ms. Hunt-Duffy said: “The aim of our campaign is to draw consumer attention to the fact that not all bananas are the same”.

“We want to remind shoppers of the important differences to keep in mind when selecting their bananas, and the important attributes that our famous blue label stands for – quality, freshness and taste,” she said.