Fyffes, the largest banana label in Europe, will soon become a familiar sight in North America.

Though an official announcement will be made at PMA Fresh Summit in Orlando, FL, this month, retailers are already being told that Turbana Corp. has officially become Fyffes North America.

Turbana has, in fact, been a member of the Fyffes family since 2005, and has always benefited from that company’s resources. Premised on an ambition to optimize the scale and quality of offerings in the U.S. and Canadian markets, Fyffes North America will now bring the full benefits of a multi-national company to North American customers.

Dublin, Ireland-based Fyffes PLC is known as the world’s first fruit brand, established in 1888, and “our commitment to quality has always been at the forefront of what we do,” according to Jack Howell, senior vice president of North American sales for Fyffes. “In 1929, we became the first brand in history to proudly put our name on our bananas.”

The Fyffes banana label has previously been available in North America but will now become the default banana label for Fyffes North America, based in Coral Gables, FL.

A Fyffes spokesperson said the company will offer flexibility uncommon to the banana industry. “Fyffes is willing to pack with the brand of the retailer’s choosing, it can be Fyffes, Turbana or a private label. It’s part of the flexibility we offer. With the values this international company has long had in place, and the approach of always doing things right, Fyffes combines the flexibility of a small player with the scale and experience of a well-established international company.”

“We couldn’t be more excited about bringing our experience, values, scale and flexibility to retailers across North America,” added Howell.

Fyffes is the largest banana shipper in Europe with 46 million cases moved annually. Its ripening facility in Basingstoke, England, is the largest in Europe and is able to accommodate 117,000 boxes of bananas at any one time. Fyffes has extended its reach on these shores with the inclusion of 10 million case-per-year North American banana market and is planning to increase its share in the near future.

Fyffes owns farms and has grower agreements in a dozen Central American and South American countries, including main suppliers Costa Rica, Colombia, Ecuador and Guatemala.

Fyffes is already known in North America as a supplier of offshore melons, mushrooms and pineapples, including the Fyffes Gold, a super-sweet variety sourced from Central America and South America. In April, the company acquired Canada’s largest mushroom producer, Leamington, ON-based Highline Produce Ltd., and more recently added All Seasons Mushrooms in Langley, BC, to its corporate family.

“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 is also planning to unveil an innovative way to engage with customers, through a digital, touch-screen experience at this year’s PMA Fresh Summit.

A video animation inviting retailers to visit the Fyffes booth and discover more can be seen at:  www.fyffes.com/pma.