Promo Fruits

What Promo Fruits does

Promo Fruits is a Beninese agro-food cooperative headquartered in Allada, Benin, that processes locally sourced tropical fruits into juices, nectars, canned cocktails, pineapple slices, concentrates, and purees. Founded in 2001 as the IRA cooperative (Initiative pour la Relance de l'Ananas) and operating under the Gamme IRA / Jus IRA brand, the company sources pineapple, mango, orange, and cashew apple from multiple producer groups in Benin and runs its transformation activity at a single production facility on the RNIE2 in Allada. Its processing approach emphasizes 100% natural inputs without added water, sugar, colorants, or preservatives, and it has held HACCP certification for canned juice production since January 2017.

The company sells through direct commercial contacts to families, distributors, and partners in Benin, with marketing limited to its corporate website (promofruits-benin.com) and an official Facebook page. Revenue is generated almost entirely from sales of IRA-branded juice cocktails (pineapple-ginger, pineapple-mango, pineapple-orange, mixed-fruit formats in 235-330ml bottles), bottled pineapple juice, and pineapple slices. Pricing is not publicly disclosed. In 2024, Promo Fruits expanded beyond its historical pineapple base with a cashew apple juice initiative (October 2024) and cassava flour and starch processing (September 2024), supported by a 2023 funding round of approximately $872,356 and a 2019 grant from the African Development Bank. Founder and CEO Dieudonne Aladjodjo leads the company, which remains structured as a producer-owned cooperative with no disclosed private equity or external institutional ownership.

Name

Promo Fruits

Legal name

Promo Fruits

Website

https://promofruits-benin.com

Company type

Private

Founded year

2001

Operating status

Operating

Short description

Promo Fruits is a Beninese agro-food cooperative based in Allada that processes locally sourced tropical fruits into natural juices, nectars, and canned products under the IRA brand for families, distributors, and partners in Benin.

Ownership category

akta.pro rank

Product category

Processed Tropical Fruit Products

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Beverages (2080), Canned, Fruits, Veg, Preserves, Jams & Jellies (2033)

akta.pro primary industry

Fresh Fruit & Vegetable Juices & Juice Blends (Cold-Pressed, NFC, From Concentrate) (AFAKAFAB)

akta.pro secondary industries

Kombucha & Other Fermented Non-Alcoholic Beverages (AFAFABAK), Dried Fruit & Fruit Snacks Manufacturing (AFAKAIAL)

Keywords

• Tropical fruit processing
• Pineapple juice production
• Canned fruit products
• Fruit nectar beverages
• Agro-food cooperative

Headquarters

HQ city

Bénin

HQ country

Nigeria

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Tropical Fruit Juice and Processed Product Sales: Promo Fruits generates revenue by transforming locally sourced tropical fruits (pineapple, mango, oranges, cashew apple) into juices, nectars, fruit slices, concentrates, and purees, sold under the IRA brand to families, distributors, and partners.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Promo Fruits, owned by the IRA (Initiative pour la Relance de l'Ananas) cooperative founded in 2001, transforms locally sourced tropical fruits — pineapple, mango, orange, and cashew apple — in its Allada, Benin facility into natural juices, nectars, pineapple slices, concentrates, and purees sold under the IRA brand. Products are HACCP-certified since January 2017, formulated without added water, sugar, colorants, or preservatives, and sold to families, distributors, and partners primarily in Benin and West Africa.

Product overview

Promo Fruits is a Beninese agro-food cooperative based in Allada that transforms local tropical fruits (pineapple, mango, orange, and other tropical fruits) into natural juices, nectars, and processed products. The company operates under the IRA (Initiative pour la Relance de l'Ananas) cooperative founded in 2001 and offers its products under the Gamme IRA brand. The product portfolio includes multiple juice and fruit cocktail formats (ranging from 235ml to 330ml), bottled pineapple juice, and pineapple slices. All IRA juice products carry HACCP quality certification since 2017 and emphasize 100% natural ingredients without added water, sugar, colorants, or preservatives.

Differentiator

Problem solved

Functional benefit

Products and services

• Cocktail Ananas Gingembre 320ml 100% pure and natural pineapple ginger cocktail in 320ml format, without added water, sugar, colorants, preservatives, or any chemical products. Contains fructose, potassium salt, vitamins A and B1, and bromelain. Sold under the IRA brand to consumers and distributors in Benin.
• Jus d'ananas en bouteille 330ml Bottled pineapple juice in 330ml format, made from locally sourced tropical fruits. Natural nutritional benefits include fructose, potassium salt, vitamins, and bromelain. Sold under the IRA brand.
• Cocktail de fruits 235ml Mixed fruit cocktail in 235ml format, part of the IRA juice product line. 100% pure and natural without added water, sugar, colorants, preservatives, or any chemical products.
• Tranche d'ananas Pineapple slices — processed tropical fruit product from locally sourced ananas. 100% pure and natural without added water, sugar, colorants, preservatives, or any chemical products.
• Cocktail Ananas Mangue 320ml Pineapple-mango cocktail in 320ml format, part of the IRA juice product line. 100% pure and natural without added water, sugar, colorants, preservatives, or any chemical products.
• Cocktail Ananas Orange 235ml Pineapple-orange cocktail in 235ml format, part of the IRA juice product line. 100% pure and natural without added water, sugar, colorants, preservatives, or any chemical products.
• Cashew Apple Juice Cashew apple juice produced as part of Promo Fruits' initiative to valorize cashew apple byproducts in Benin.
• Cassava Flour and Starch Cassava processed into bread flour and cassava starch, expanding Promo Fruits' agricultural product portfolio beyond fruit-based products.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Tropical Sun: UK distributor of African and Caribbean food products including tropical juices and canned fruits; competes indirectly through import of similar product lines into diaspora and specialty retail.
• Compagnie Fruitière: France-based African fruit group with banana, pineapple, and juice production across West and Central Africa; competes in the same tropical fruit and processed juice space as Promo Fruits.
• Del Monte Foods: Global packaged fruit and juice incumbent with a major canned pineapple and tropical juice range; competes in the same canned pineapple category as Promo Fruits but at vastly larger scale and distribution reach.
• Bonduelle: Global canned and frozen vegetable/fruit incumbent with significant African distribution; overlaps with Promo Fruits in shelf-stable processed fruit and tropical juice categories.
• Dole plc: Diversified fresh and packaged fruit company whose canned pineapple and tropical juice lines overlap directly with Promo Fruits' IRA-branded pineapple slices, juices and cocktails.

Emerging players

• Savannah Fruits Company: African processor specializing in cashew apple juice, dried mango, and cocoa products; a directly comparable emerging West African processor using locally sourced tropical fruit.
• Amafruits: Ghanaian dried-fruit snack brand using locally sourced tropical fruit; an emerging peer in value-added African tropical fruit processing targeting export markets.

Regional players

• Africado: Tanzanian avocado processor and exporter serving European premium markets; comparable small-scale African fruit processor that has built export-grade processing capacity.
• SIAT Ghana: Belgian-owned agro-industrial group operating palm and tropical crop processing in West Africa; comparable as a West African agro-processor with processing-facility economics.

Direct peers

• Golden Exotic Company: Ghanaian pineapple grower and exporter operating a processing facility for fresh and processed pineapple; the closest direct West African peer in pineapple processing.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookweb.facebook.com/pg/irabenin

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Promo Fruits