Nourishing families
for more than 125 years

Driving innovation isn’t a buzzword, it’s a company tenet. We challenge ourselves to come up with new processes and products, and are constantly improving to satisfy our consumers’ tastes.


“I cannot recommend 500 Design highly enough. Steve and the team are a true pleasure to work with. They are incredibly professional, as well as talented. I relied on them heavily for best practices and to take our website to the next level.”

Claudia Pou

Sr. Director, Global Communications & Content Strategy

About Fresh Del Monte

Fresh Del Monte

Fresh Del Monte is one of the world’s leading vertically integrated producers, distributors, and marketers of fresh and fresh-cut fruits and vegetables. Their products include prepared fruit and vegetables, juices, beverages, snacks, and desserts, and are sold in more than 90 countries around the world.

The Objective

To help Fresh Del Monte move from being just a commodity to a value-adding brand by creating and delivering a compelling website that tells a rich and cohesive brand story to consumers, retailers and investors.


The Challenge

Change Consumer Perception

Fresh Del Monte aims to be known for more than just pineapples and bananas — to be more than just a commodity and more value-adding.

Remove The Stigma

The Brand aspires to educate consumers to eliminate the GMO stigma on bioengineered fruits through demonstrating standards.

Improve Communication

Create a website that showed the Brand deeply understand their consumers’ needs, and addresses the curiosities of retailers

Our Strategy

Own “Gold Standard of Goodness”

By positioning Fresh Del Monte as the Gold Standard of Goodness, we simultaneously communicate the brand’s differentiator — a leader that promises the highest quality standards across everything they do — and their ultimate goal of delivering “goodness” to all.

Passion for People, Planet and Produce

To demonstrate Fresh Del Monte’s passion for the highest quality the story was anchored around three distinct content pillars – People, Planet and Produce.

Fresh, Fun, and Functional

With vibrant design elements and an intuitive layout, we created a refreshing digital experience for the Brand’s audience that authentically touched on their rich history while showing them as the modern leader in this space.



Fresh Del Monte

Claudia Pou

Sr. Director, Global Communications
& Content Strategy

Laura Brothers

Copywriter, Editor, and Content Strategist

500 Designs

Stephen Brett

Chief Strategist

Drea Cruz

Creative Director

Jacky Atienza

Design Producer

Sheena Villeta

Lead Designer

Rory Ciriaco

Senior UX Designer

Jen Roxas, Cynna Lemoncito,
Jennifer Mercardo, Lara Brilliantes

UI/UX Designers

Shen Acosta

Strategy Director

Brittney Howell

Experience Strategist

Hikari Iwahata, Ysa Gohh

Product Leads

Thu Dang, Lou Labadan, Clyde Ariola

Development Leads

Christine Lee, Michael Arao, Marc Capulong, Remy Lindemann, Jessica Bonzo, JV Andal

Development Team

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