Congratulations to the Primafruit team on winning the Sustainability Initiative of the Year award for their work on the Waitrose Foundation Bananas programme.

The award recognises an innovative partnership that will see all Waitrose bananas co-labelled with the Waitrose Foundation and Fairtrade logos by the end of summer 2026. This first-of-its-kind collaboration ensures that every banana purchased helps provide additional support to farming communities across Africa and South America.

Building on more than 20 years of the Waitrose Foundation’s work to improve livelihoods, strengthen supply chains and empower workers to invest in projects that matter most to their communities, the initiative represents a significant step forward in combining ethical sourcing with positive social impact.

Reflecting on the award win, Primafruit Technical Director Kate Adams said:

“Waitrose nominated us for this award… they kept it top secret from us so it was a great surprise!”

This fantastic achievement is a testament to the power of collaboration and the shared commitment of Primafruit, Waitrose and the Waitrose Foundation to creating lasting benefits for growers, workers and their communities. Congratulations to everyone involved in this well-deserved recognition.