Cool Fresh

Following the great success which Cool Fresh International has achieved with its pineapple business during the past three years, we have decided to centralize and refocus our pineapple supply activities within a specialized business unit. 

The importance of this product line within the Cool Fresh Group has become so great that it warrants a very specific strategy. Firstly, it is clear that pineapples have become a mainstream product and should be treated as such. Secondly, the outstanding growth which we have attained in partnership with our suppliers in Costa Rica must be sustained, and we can do this only if we continue to focus on collectively on quality, dependability and creating a win-win for growers and retailers.

Mario de Goede, an experienced fresh produce executive has been appointed to manage the pineapple business. We also playfully call it 'Cool, Fresh & Sweet'. This internal working title says it all: the trusted name of Cool Fresh International, combined with the main characteristic of our pineapples sounds just right! 

Freedom Fruit, Cool Fresh International’s main global brand which has been around since 2003 and which is packed in 10 countries, will be re-introduced in May 2012 for pineapples. As one of the first brands to embrace practical, no-nonsense, ethical trading principles, Freedom Fruit continues to stand for strong social involvement on the part of Cool Fresh International, its growers and its customers. In addition to the Freedom Fruit brand, we are also able to offer pineapples with a Fair Trade certification, and to this end our company is currently registering as a Fair Trade licensee. These will be made available on the basis of a contract with our customers.

A new awareness campaign for our BonSweet and Freedom Fruit pineapples will be rolled out during the coming weeks.

PART 1

PART 2