Fyffes Ireland’s dedication to promoting health and wellness has been recognized with a Gold Star Award at the annual APMC Awards. The award celebrates Fyffes’ “Ireland’s Fittest School” initiative and highlights the company’s ongoing commitment to fostering exercise, fitness, and healthy eating habits among young people.
Ireland’s Fittest School: A Programme Overview
The “Ireland’s Fittest School” programme, developed in collaboration with TITAN Experience, is designed to be a fun, engaging, and educational experience for primary school students. A key component of the programme involves a series of exercise routines demonstrated by Irish Olympian David Gillick and fitness trainer Sharon Flanagan. These routines are made available to participating schools for integration into their physical education curriculum.
Schools participating in the program can track their performance online as part of a nationwide competition. The program runs for 10 weeks, after which the top four schools from each province (Connacht, Leinster, Munster, and Ulster) compete in live regional qualifier events. The winning school from each province then progresses to the grand final.
A Positive Impact on Irish Schools
The “Ireland’s Fittest School” initiative has received positive feedback from schools across the country. Gilson National School in County Meath, named “Ireland’s Fittest School” in 2023, received €5,000 worth of sports equipment from Fyffes. The school’s principal, Mark Carey, praised the initiative for being “a very positive, rewarding, and inclusive experience for the pupils and staff alike.”
The school also received a visit from Irish Olympians Phil Healy and David Gillick, who led a fitness workout and gave talks on nutrition and healthy eating.
Promoting Health and Fitness: Fyffes’ Commitment
Fyffes’ commitment to promoting health and fitness extends beyond the “Ireland’s Fittest School” programme. The company also runs the ‘Fit Squad’ programme, which involves live school visits. Since its inception, the ‘Fit Squad’ programme has reached 30,000 students through face-to-face sessions.
Emma Hunt-Duffy, Head of Marketing at Fyffes, commended the children, teachers, and staff at Gilson National School for their efforts and commitment. She noted that the school demonstrated “a real love for fitness and exercise evident throughout.”
Testimonials
The Fyffes Fittest School programme has received numerous testimonials from schools. Some of those testimonials include:
- The exercises were easy to follow and simple for teachers to remember and implement during PE lessons.
- No equipment was necessary to complete the routines.
- The children were delighted to receive their bananas and reward from Fyffes after their session.
- Children really enjoyed the Fyffes Fit Squad.
- The exercises were great fun and engaging for all the children and staff.
APMC Gold Star Award: A Recognition of Excellence
The APMC Awards recognize excellence in promotional marketing and sales promotion. Fyffes’ Gold Star Award demonstrates the effectiveness and impact of the “Ireland’s Fittest School” initiative in promoting health and wellness among young people.
Sarah Murphy and Gary Donnelly
Sarah Murphy and Gary Donnelly, from TITAN Experience, were pictured with the 2025 APMC Star Award in recognition of Fyffes on-going work to promote the importance of exercise, fitness and healthy eating amongst young people through its Ireland’s Fittest School initiative.
Looking Ahead: Continuing the Mission
With the Gold Star Award and the continued success of its fitness programmes, Fyffes is committed to furthering its mission of promoting healthy lifestyles among young people in Ireland. By providing schools with the resources and support they need, Fyffes is helping to create a healthier future for the next generation.
