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Fair-Fruit

We see opportunities for smallholders

Smallholder farmers play a key role in agricultural economies but their role as suppliers in international supply chains is increasingly under pressure. Many face difficulties in complying with the increasingly strict requirements on product quality and traceability of formal export markets. In addition, they often have little negotiating power in commercial relations with their clients. This typically leads to situations in which they receive a poor payment for their produce, while being exposed to high risks of market volatility and production failures. 

While we recognize these challenges for smallholders, we also see opportunities. Smallholders have a competitive advantage when it comes to labour intensive crops and high quality niche markets. At the same time, agriculture is a primary source of income for many of the world’s rural poor and farmer organizations are an excellent stepping stone for new rural enterprises. Fair Fruit believes that providing the right technical assistance and fair trading conditions for smallholder farmers may unlock an enormous potential for sustainable rural economic development. 

We optimize supply chains to enable a stable environment

Fair-Fruit links farmers to formal markets by investing in and managing sustainable agro & food businesses in low income countries. We optimize supply chains to enable stable trade relations, create added value and look for an equitable distribution of risk. We invest in our workers and suppliers by creating good working conditions, paying fair wages and prices and by investing in training and certification. 

Vegetables and mangoes are excellent crops for value creation

Fresh vegetables and mangoes are interesting cash crops for small scale farmers because of their demand in high end markets in Europe and the US. Fair-Fruit companies invest in technical assistance, training and certification to create access to better markets, and to be able to negotiate higher prices. For example, we have introduced Fairtrade certification for fresh vegetables from Central America to increase prices paid to farmers, and sell ‘ready-to-eat’ ripened mangoes at a premium price. By negotiating sales programs with fixed prices and volumes, risk and price volatility for these highly perishable products have been strongly reduced.

Main markets
  • Europe 
  • US
Global impact objectives
  • Increase income of smallholders
  • Increase income of our workers
Local impact objectives
  • Increase regional food security (in the case of Ethiopia)
Fair Fruit value chains

Fair Fruit is currently active in three main value chains, in seven countries in Latin America and Africa. Every value chain presents its own opportunities and challenges, as does every country. An important strategic consideration in our global presence is the desire to offer a year-round supply to our clients. In practice this means that the combination of several production locations with complementary windows provides us with a competitive advantage and improves market access for our smallholders.

Peas & Beans value chain

Fair-Fruit vegetables is a cluster of companies that grow, pack and export fresh vegetables for the European and North American market. Our main crops are snow peas (‘mangetout’), sugar snaps and green beans. The production and harvest of these crops is rather labour intensive and subject to strict quality requirements, but also generates a high value per hectare. This nature of fresh vegetables creates a competitive advantage for small scale farmers that can oversee product quality on small production units that are small enough to be managed by a farmer family and at the same time generate enough value to be an interesting source of income. 

Production
Packaging & export
Repacking
Sales & marketing
Market
Smallholders Guatemala
not neccessary
US
Europe
not neccessary
Other providers worldwide
Other providers worldwide
  • Durabilis Business
  • External
  • Market

Mangoes value chain

Fair-Fruit works with a group of companies in South America and West Africa that grow and/or source mangoes from small producers for export to the European market. We specialize in ready-to-eat mangoes that are ripened upon arrival to produce a very high quality mango for the consumer, and fetch a premium price for our producers. 

Production
Packaging & export
Sales & marketing
Market
Smallholders Peru
US & Europe
Smallholders Burkina Faso
Other providers West Africa
Other providers West Africa
  • Durabilis Business
  • External
  • Market

Rare exotics value chain

Fair-Fruit Exotics is a group of companies in South America that sources exotic fruits such as physalis, passion fruit, baby banana and pitahaya for export to the European market. These fruits are traded in small quantities for relatively small but interesting niche markets. 

Production
Packaging & export
Sales & marketing
Market
Smallholders Ecuador
US & Europe
Smallholders Colombia
  • Durabilis Business
  • External
  • Market