Fyffes Targets 100% Regenerative Agriculture Across Its Banana And Pineapple Operations
Tropical fruit supplier Fyffes has launched an ambitious new framework to strengthen its long-term supply reliability; targeting complete regenerative agriculture integration across 13,000 hectares of its owned banana and pineapple operations by 2030.
The company, one of the largest banana and pineapple importers in Europe, also plans to extend proven regenerative approaches across its wider supply chain, as it seeks to improve its climate resilience, support growers, and build a more secure and sustainable supply chain.
By 2035, Fyffes aims to source approximately 40% of its fruit volume from key supplier operations that produce according to regenerative agriculture practices, the company said in a press release.
“The future success of the banana and pineapple industries depends on our ability to build resilience into the farming systems that support them,” explained Sheila Morrison, Chief Supply Officer at Fyffes.
“For our customers, this is about more than environmental stewardship. It is about supporting a more resilient and reliable supply chain that can better withstand climate-related challenges and continue delivering high-quality fruit for consumers in the years ahead.
“By scaling regenerative agriculture across our operations and supplier network, we are helping create long-term value for growers, customers and the wider food system,” she added.
Banana and pineapple production is increasingly facing environmental challenges.
Fyffes said its science-based, grower-centred initiative is designed to address climate change, extreme weather, water stress, and changing sustainability expectations.
To that end, its Regenerative Agriculture Framework focuses on improving soil health, enhancing biodiversity, optimising water management, reducing agrochemical dependency, and addressing the impacts of climate change.
Progress will be monitored through a Measurement, Reporting and Verification (MRV) system, which is designed to provide measurable and transparent results across five key impact areas.
Developed in partnership with growers and agricultural experts, the roadmap is intended to provide a practical approach to help make its banana and pineapple-growing operations more resilient, while supporting long-term productivity, profitability, and fruit quality.
Fyffes said the framework could also provide benefits for retailers,
wholesalers, and foodservice customers.
Benefits include: supporting more resilient production systems, strengthening supply chain security, improving transparency through measurable sustainability data, and helping businesses to respond to consumer and regulatory expectations around responsible sourcing.
Scaling Existing Work
Already, regenerative agriculture practices are being implemented across Fyffes-owned operations; building on existing programmes covering soil health management, biodiversity enhancement, and water stewardship.
This new framework is intended to provide a structured pathway to scale this progress, validate their outcomes, and share proven practices more widely across the company’s supply chain.
Fyffes said it is also working successfully with some customers on joint regenerative agriculture projects.
In addition, as the world’s largest importer of Fairtrade-certified bananas, Fyffes has invested the Fairtrade premium in regenerative agriculture in some countries.
Fyffes said the framework forms part of its broader sustainability strategy and its commitment to strengthening the future of tropical fruit production.
By strengthening the resilience of its production today, Fyffes said it aims to help secure the long-term supply of high-quality bananas and pineapples for future generations.
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