We’re excited to share the next chapter in our brand story.
While we remain firmly rooted in the same family-business values that have defined us for decades, we’ve given our visual identity a thoughtful refresh - so that our brand better reflects the premium service, expertise and quality you’ve come to expect from us.

Why refresh now?

Over the years we’ve grown and evolved. From our founding in 1982 under James Neville Fox, to now being one of the UK’s leading banana importers, ripeners and distributors, we have continually invested in our facilities, our processes and our people.

As we step into the next decade, we felt our brand visuals should represent three key things:

• Heritage & trust – We’re still the same J N Fox & Sons you’ve known, with over 30 years of experience in the business.
• Premium quality – The marketplace is more competitive, and our clients expect market-leading service, ripening, logistics and product quality.
• Sleek, modern appeal – With a refreshed visual aesthetic, we’re signalling that we’re forward-looking, agile and up to the challenge of modern supply chains.

What’s changed?

• Our core logo has been cleaned up - we’ve refined shapes, improved spacing, and sharpened typography so the mark works across packaging, digital platforms and signage.
• We’ve elevated the premium feel by choosing a more refined colour palette, reducing clutter and ensuring strong legibility.
• We’ve kept the elements you recognise – the banana reference, the family name, the connection to produce and freshness – so that the transition is evolutionary, not disruptive.

What stays the same?

• Our name, our promise: J N Fox & Sons remains at the heart of everything we do.
• Our commitment to supplying the best quality bananas to UK food-service, retail and wholesale markets.
• Our relationships with partners and clients. We haven’t changed who we are. We’ve just updated how we present ourselves to match our ambitions.

What this means for you

For our clients, wholesalers and retail partners, the updated branding means:

• Consistent, sharper presentation across every touch point - from packaging to invoicing to our website.
• Reinforced confidence: the refreshed look reflects our ongoing investment in systems and service.
• No disruption. Our service remains exactly the same; only our visual wrapper is evolving.

Looking ahead

We’re excited to roll this out across all our communications - packaging, fleet graphics, signage, digital presence and beyond. As always, we welcome your feedback. If you spot the “new look” in the wild (on crates, vans, boxes), we’d love to hear how it resonates with you.

Thank you for being part of our journey. We’re proud of our past - and even more excited about our future.

Here’s to the next chapter together.

‍The Team at J N Fox & Sons