On The Land
7 November, 2026
Bright new labels for Mareeba pineapples
AS Mareeba’s largest pineapple producer starts a six-month picking season, it has launched a bright new “hello sunshine” label in its first major branding update in five years.
Piñata Farms, which is also Australia’s largest pineapple producer, began harvesting its first fruit of the 2026-2027 season last week, returning the tropical fruit – now sporting the vibrant new look – to national supermarket shelves after a south-east Queensland industry shortage during winter.
General manager Stephen Scurr said the Mareeba harvest was about two weeks behind schedule after cloudy September weather slowed ripening.
The volume of fruit picked would progressively increase as the weather warmed up.
He expected the northern operation at Paddy’s Green to produce about 200,000 trays of premium pines between October and March.
Picked and packed on site, the fruit is transported to Piñata Farms’ Wamuran packhouse for distribution to leading supermarkets around Australia.
Mr Scurr said the mid-2026 shortage was due to a mass natural flowering triggered by consistent rain for the first six months of 2025. It was a repeat of a similar natural flowering event in 2023 that led to an eight-month national shortage.
Piñata Farms has grown pineapples in the Mareeba district since 1998, helping supply leading supermarkets nationwide year-round. Its Wamuran farms produce pineapples from February to October.
Pineapples harvesting from now on would carry the new “hello sunshine” labels.
Sales and marketing manager Rebecca Scurr, who led the brand redevelopment, said the new look captured the fresh, fun spirit of Piñata Farms pineapples while giving the brand a distinctive presence on supermarket shelves.
“We wanted our pineapple labels to make shoppers smile and reflect the freshness, flavour and sunshine associated with Australian-grown pineapples,” she said.
“We’ve updated the brand for today’s consumers while retaining the quality and familiarity people know and trust. The new look celebrates what goes into growing every single Piñata pineapple.”
