Southern Hemisphere Association of Fresh Fruit Exporters Renamed as Southern Hemisphere Fruit Alliance

The Southern Hemisphere Association of Fresh Fruit Exporters (SHAFFE) has announced its name change to the Southern Hemisphere Fruit Alliance (SFA) and unveiled a new logo. The transformation aims to better reflect the organization’s mission, which for 34 years has united the fruit sector of the Southern Hemisphere and supported its development in line with environmental, social, and economic sustainability.

“Our new beginning and brand are designed to truly unite the industry – from producers to exporters – so that we can more effectively advocate for the sector. Fresh fruits from the Southern Hemisphere are essential to the region’s prosperity and to the health of consumers worldwide,” said Nathan Hancock, President of SFA and CFO of Citrus Australia.

The shift from “Association” to “Alliance” symbolizes a new role for the organization. “An alliance is, by definition, an entity forged for the mutual benefit of all – producers, workers, and consumers. That is the essence of the new Southern Hemisphere Fruit Alliance,” added Jorge de Souza, Vice-President of SFA and Technical & Project Manager at Abrafrutas (Brazil).

A new membership structure, including full and supporting members, aims to bring the Southern Hemisphere fruit industry closer to its Northern Hemisphere partners as well as to global providers of services and innovation.

SFA has pledged to continue building a strong, united voice for the fruit sector, which remains a strategic pillar of the agri-food economy in the Southern Hemisphere.

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