Global Cases

Global expansion of fresh produce business

Europe / U.S.A. / Central and South America

Expanding our fresh produce business in markets of Europe and the Americas

We have entered into the fresh produce business in the 1960’s by engaging ourselves in the production and import of bananas to start with, and have established a nationwide distribution network of fresh produce in Japan since then.

We had also been seeking an opportunity to enter the fresh produce markets of Europe and the Americas, which are larger in scale. In February 2017, this was achieved by acquiring Fyffes, which is involved in the production, distribution, and sales of fresh produce in Europe, the US, and Latin America, with a focus on bananas, pineapples, and melons. We will aim to grow the company further by extending product line, expanding company-owned farms, and streamlining distribution.

Bananas grown on a Latin American farm. Their freshness is maintained by strict temperature control while being shipped to Europe and the Americas, followed by ripening just prior to sale to ensure they reach consumers in the perfect state for eating

History of Fyffes

Fyffes, founded in 1888, is one of the world’s leading companies in the production and wholesaling of fresh produce, with 130 years’ experience in Europe and the Americas. Since 1929, it has sold fruit under its “Blue Label”—a blue-colored label bearing the Fyffes logo. The company is known as the world’s oldest fruit brand.

Since early on, bananas have been the company’s main product. Fyffes sells bananas produced or procured mainly in Latin America to markets in Europe and North America, maintaining the top share in Europe. Additionally, Fyffes holds the top share in the import of melons to the US.

As seen above, the company’s strength lies in products that dominate the market as well as in its expansive business portfolio.

Fyffes has long been involved in the pineapple and melon business, as well as the banana business for more than 100 years.

November 2021


  • Europe
  • The Americas
  • Food Products
  • Lifestyle Business Group

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