Brazil: The International Fresh Produce Association launches a campaign to encourage banana and grape consumption in high-harvest

The banana and grape harvest season, two fruits that are true favorites of Brazilians and consumers around the world, brings a special opportunity. IFPA, a global entity that represents the fresh produce industry, launched the Seasonality Campaign aimed at encouraging the consumption of these fruits in retail. To support retailers, IFPA is offering a free kit that includes materials for social media, with information on the benefits of fruits, attractive images, brochures, an e-book of recipes and videos, facilitating the execution of marketing campaigns. The 2024 banana harvest, however, showed considerable instability. Rafaela Fava, director of Frutas Fava, one of the largest banana producers in Brazil and advisor to IFPA, explains that the beginning of the year was marked by abundant production and low prices, a result of the high supply. "However, from May onwards, the situation changed drastically. Intense droughts, followed by a period of cold, negatively affected both the ...