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As Turbana becomes Fyffes North America, it brings the resources of the biggest banana supplier in Europe to this side of the Atlantic.
North American buyers could stock the Fyffes brand before, but now it takes over for the Turbana brand in the market unless buyers request the Turbana label.
Ireland-based Fyffes owns 50% of the former Turbana company in addition to an increasing number of holdings in North America.
The change will be officially announced at PMA Fresh Summit, but Jack Howell, senior vice president of sales for Fyffes NA, said customers are being informed now, and the Fyffes label will begin shipping on bananas in the U.S. and Canada.
Fyffes is the largest banana shipper in Europe with 46 million cases. It extends its global sourcing infrastructure the No. 4 banana shipper in North America with 10 million cases per year.
Its main banana sources for this market are Costa Rica, Colombia, Ecuador and Guatemala, but it owns farms and has grower agreements with 12 countries in Central and South America.
Fyffes is also a significant player in North America in pineapples, off-shore melons and mushrooms.
In April, Fyffes acquired Leamington, Ontario-based Highline Produce Ltd., the largest mushroom producer in Canada, which was followed this month by the acquisition of All Seasons Mushrooms, Langley, British Columbia.
However, those businesses are owned by Fyffes PLC in Dublin and are not part of Coral Gables, Fla.-based Fyffes NA.
“With over 100 years in the industry, we are experts in supply chain, sourcing the highest quality fruit, and helping retailers profitably grow their banana business,” Howell said.
Fyffes was founded in 1888, and in 1929 became the first name brand in bananas.