Helge Sparsoe, chief executive of Fyffes, talks to Stephen Wynne-Jones about the company’s bold repositioning and brand ambitions. The first new brand to be launched by Fyffes in decades, Trudi’s is currently being earmarked for roll-out early next year. According to Sparsoe, it has long been essential for Fyffes to maintain strong relationships with its stakeholders, and even more so in an industry in constant flux. “If you look at your fruit basket, and you’re out of bananas, you put bananas on your shopping list. You go to your store, you go to the fruit-and-vegetable department, and you decide how many bananas you need.