FairFruit is expanding its position on the U.S. market as a reliable year-round supplier of safe, sustainable and nutritious specialty vegetables from Guatemala and Peru.
For the last two decades, FairFruit has quietly made inroads into the U.S. in preparation for its ultimate challenge, according to a news release. The group’s vision is to unlock huge potential to export a broad product range, while building on the first-class reputation FairFruit has achieved in Europe — as an honest brand that consistently offers fairness, higher quality and transparency that both buyers and consumers can trust.
Having established an export business for stringless snow peas and sugar snap peas from Guatemala and Peru to the U.S., today the company is fulfilling U.S. demand for a broader portfolio of fresh produce that includes French beans, baby carrots, English peas and butternut squash. At the same time, FairFruit says it is preparing to launch exciting new products such as rainbow carrots and broccolini.
“FairFruit is well positioned to become a key supplier of specialty vegetables to the U.S. market,” says Evert Wulfrank, CEO of FairFruit USA. “As we’ve grown, we’ve sharpened our focus on delivering honest, high-quality, healthy and sustainable produce — the very attributes that U.S. consumers are looking for! On top of that, our year-round reliability allows us to consistently fill market gaps with dependable quality.”
“Over the past 20 years FairFruit has fine-tuned its snow pea and sugar snap exports to the U.S. Our reputation continues to grow, and customers choose FairFruit because we make their procurement easier by delivering consistent quality that saves them from extra sorting or dealing with claims,” Wulfrank says.
FairFruit says it sources with integrity, focusing on sustainable production and fair partnerships to deliver honest food. For more than 20 years, the company says it has fostered long-lasting relationships with Guatemalan producers who grow in harmony with nature. FairFruit works hard to enrich local farming practices via innovative regenerative agriculture methods that protect soils, support biodiversity, respect nature and decelerate the impact of climate change. The business empowers local growers and their communities by offering fair prices, dignified working conditions and economically-viable crops.
At source, FairFruit says it employs strict quality control measures through production and packing to align with market demand. This means supplying the correct sizes, color, variety, freshness, taste and shelf-life. All product is fully certified and packed in retailers’ own-label packaging to save time and reduce costs.
“As a grower-exporter, the company delivers value far beyond produce,” says Caroline Floren, sales and operations manager for FairFruit USA. “At FairFruit, we don’t just grow food — we grow futures. Together with our growers in Guatemala and Peru, and our buyers worldwide, we are cultivating a fairer, healthier and more sustainable world, built on a resilient food system.”
FairFruit says it is on a mission to redefine what it means to grow fresh produce by inspiring positive changes. To be an honest brand with an honest purpose, FairFruit says it works closely with growers, suppliers and customers to grow sustainably and fairly with the purpose of creating a better world that will last for future generations. Driven by innovation and integrity, FairFruit says it believes regenerative agriculture is the cornerstone of a more sustainable planet and business.
“By making regenerative agriculture the standard, not the exception, we are building a system that sustains the people, the planet and the promise of tomorrow,” Floren says. “In restoring soil health, conserving water and fostering biodiversity, we are protecting the natural resources that underpin long-term prosperity. And our commitment to low-carbon logistics, including the use of sea freight, helps to minimize our environmental impact, proving that sustainable farming can scale efficiently and responsibly.”
To guide its commitment to building a resilient food system, FairFruit has established a “soul story” which sets out the company’s brand values and sustainability strategy. In the coming year, FairFruit will publish a sustainability report to measure the impact of its regenerative approach to agriculture.
To support its U.S. expansion, FairFruit will attend this week’s Global Produce and Floral Show 2025 on Oct. 16-18 in Anaheim, Calif. FairFruit welcomes attendees to schedule an appointment to meet its U.S. team: Evert Wulfrank, CEO; Caroline Floren, sales and operations manager USA; Claudia Granados, marketing and business development manager; Romy Romero, supply chain officer USA; and Luis Calle, general manager, FairFruit Peru.
