Fyffes says the future of banana industry is a shared responsibility

October 1, 2026 — Bananas remain one of the most affordable food products in supermarkets, but behind that affordability lies a supply chain facing unprecedented pressure.

Ahead of Fruit Attraction 2026, Fyffes BB #:141492 is calling for greater collaboration across the banana sector to develop a long-term sustainable model that ensures growers, producers, importers, and retailers can continue investing in the future of the category.

Across producing countries, banana growers are facing rising costs for labor, fertilizers, crop protection, packaging, energy, and transportation. At the same time, climate-related disruption, plant disease pressure and increasingly complex supply chains are making it more challenging and more expensive to maintain reliable production and consistent fruit quality.

These pressures are occurring across the industry while banana retail prices have failed to keep pace with the true cost of producing and delivering the fruit.

“The banana industry is under very significant pressure,” said Frank Burkhardt, Chief Commercial Officer at Fyffes. “Costs have increased across virtually every part of the supply chain, from farm inputs and labour to logistics and transportation. Yet bananas continue to be sold at prices that often do not reflect the reality of what it costs to grow and deliver them responsibly. For many years, the industry has absorbed those increases. That is no longer sustainable.”

Bananas support hundreds of thousands of jobs across Latin America and other producing regions and remain one of the world’s most popular and nutritious fruits. However, Fyffes believes the long-term future of the category depends on creating an economically sustainable supply chain, alongside continued environmental and social progress.

The company is warning that the industry cannot continue to absorb rising costs indefinitely while simultaneously investing in climate resilience, responsible farming practices, worker welfare, community development and supply chain improvements.

“Sustainability has environmental, social and economic dimensions,” Burkhardt said. “The industry is rightly being asked to invest more in climate adaptation, responsible farming and the wellbeing of workers and communities. But those investments depend on economically viable farms and supply chains. If growers and producers cannot achieve sustainable returns, the long-term future of the category is put at risk.”

Fyffes believes that addressing the challenge requires closer cooperation across the value chain and a willingness to engage in a constructive discussion about pricing.

“This is a shared responsibility,” Burkhardt added. “Growers, producers, importers and retailers need to work together to develop a long-term sustainable plan for the category. That discussion must include banana pricing. If we want growers to continue investing in their farms, workers and communities, and if we want consumers to continue enjoying reliable access to high-quality bananas, the value chain needs to recognise the real cost of producing and delivering the fruit.”

Despite these pressures, Fyffes continues to invest in supply resilience and category development. The company operates a diversified sourcing strategy spanning ten origins worldwide, supported by an integrated logistics network and long-standing strategic partnerships that help reduce exposure to localised disruption and support continuity of supply.

Fyffes also continues to invest in innovation and sustainability initiatives, including its recently announced ambition to source 30% of its produce from regenerative agriculture systems by 2035. The company believes these investments are essential to building a more resilient tropical fruit sector but notes that continued progress depends on ensuring the economic sustainability of the supply chain.

At Fruit Attraction, Fyffes will engage with customers and industry partners on the challenges facing the banana and pineapple sectors and the actions needed to ensure their long-term future.

“Bananas have been available and affordable for so long that it is easy to underestimate the investment, expertise and complexity required to bring them from farms to supermarket shelves,” Burkhardt said.

Visitors to the Fyffes stand (Booth 10 D 18) will also be able to learn more about the company’s sourcing capabilities, sustainability initiatives, category development programmes and upcoming Fyffes and Trudi’s consumer brand activations.

For media queries, please contact:
Sarah Hegarty
Director of Communications
shegarty@fyffes.com

About Fyffes

For over 135 years, Fyffes has supplied high-quality tropical produce to consumers around the world. Headquartered in Geneva, we are one of the largest banana and pineapple importers in Europe and the world’s largest importer of Fairtrade-certified bananas. Fyffes is also a supplier in North America, partnering with customers to deliver quality fruit and category expertise.

Deep consumer insight and strong innovation capabilities underpin our approach, enabling us to develop differentiated products, packaging and merchandising solutions that drive growth. Sustainability and responsible sourcing are central to our business, with a transparent and resilient supply chain that supports farming communities and protects the environment.

Fyffes has been part of Sumitomo Corporation since 2017.