IRELAND - In today’s digital age, the importance of an efficient website cannot be overstated. Fyffes recognizes this and is continuously working to improve. In 2020, the company began developing a new website, which officially went live this week, making it easier for customers and other users to find the information they need.
"Consumers and other stakeholders told us that they want to know more about the provenance of our bananas, pineapples, melons, and exotic range, the so-called ‘farm to table’ journey. They want to know more about how we care for our people who harvest and pack by hand so that our products arrive in perfect condition to the supermarket shelves,” said Caoimhe Buckley, Director of Corporate Affairs at Fyffes.
Fyffes interviewed employees, retailers, NGOs, media, and surveyed consumers to find out what information was most important to them and what they expected from a fresh produce label website. According to a press release, navigability and ease of search came out at the top, as well as transparency and accountability.
”We want to make it easier to access information about our sustainability efforts, our certifications, quality controls, and standards. We also want to help people find a good banana bread recipe during the many global lockdowns we are all experiencing,” Buckley said.
The new website was designed by Friday, a Dublin-based digital agency. The main goal of this redesign was to have an enhanced user experience, to be easy to use on any device, to be modern and with a creative treatment, which brings to life Fyffes’ blue logo.
“Collaborating closely with the team at Fyffes and their customers enabled us to gain valuable insights into the business, its values, footprint, and ambitions,” Dave Jackson, Co-Founder and UX Director of the agency said. “We were inspired by the energy and commitment of people throughout Fyffes and are delighted with the results we achieved together. We are excited to see how Fyffes future unfolds and hope to be working with them to help realise it.”
Spanish, German, Russian, and Dutch versions of the website will be available soon. For more of the latest news across our industry, keep checking in with us at AndNowUKnow.
