IRELAND - Fyffes has some ambitious plays in its book, according to the company’s most recent announcement. The supplier named Frank Burkhardt as its new Chief Commercial Officer. He will oversee the promotion of Fyffes’ recently launched sustainable brand proposition, Trudi’s, as well as deliver against the company vision—Shaping Wellbeing for the World—over the coming years.

“I am delighted to join Fyffes at such a pivotal moment for the business as it seeks to capitalise on its excellent reputation and 130-year history while transforming to become a more sustainable, future-focused organisation,” Burkhardt stated. “The launch of Trudi’s offers a truly sustainable proposition that we firmly believe will bring an exciting new choice and opportunity for both retailers and their consumers – something that hasn’t been seen in this space for a long time. I look forward to working closely with our retail partners across the many markets in which we operate and building on a number of exciting prospects and partnership opportunities in our pipeline.”

This appointment is critical to the rollout and success of the commercial strategy for Fyffes as well as its new brand proposition, a press release stated. With more than 20 years’ experience in sales and marketing across various industries, categories, and regions, Burkhardt is well placed to grow Fyffes’ business in strategic markets.

He most recently served as the Group Chief Marketing Officer at Holcim and was previously CMO at L'Oréal Switzerland. Burkhardt also held multiple positions at Procter & Gamble, including Commercial Director Europe, Head of eCommerce DACH (Germany, Austria, Switzerland), and more.

“With his knowledge, experience, and keen insights into commercial strategy across a range of sectors, Frank will play a key role in helping us deliver on an ambitious, go-to-market commercial strategy across key markets within the EU, the U.K., and the U.S.,” CEO Helge Sparsoe said. “For the last three years, we have been focused on leveraging the years of knowledge and brand reputation within Fyffes, while evolving rapidly to reflect the needs of our customers, our employees, our consumers, and our communities into the future.”

Fyffes’ new Trudi’s brand, launched in continental Europe, was founded on the desire of consumers to not only eat healthy, fresh, and nutritious produce, but to ensure the fruit is also doing good in the communities among the people who cultivate fresh produce. Fyffes is currently in discussions with select retailers across Europe to trial the brand this year.

For more from the press release, click here. And keep up with ANUK as we bring you the industry’s latest.