The Southern Hemisphere Association of Fresh Fruit Exporters (SHAFFE), the advocacy group for the fresh fruit industry in the Southern Hemisphere, has changed its name to Southern Hemisphere Fruit Alliance (SFA), and adopted a new logo. This is to better reflect the 34-year-old organisation’s mission of unifying the diverse and unique Southern fruit sector, championing its cause and nurturing environmentally, socially and economically sustainable global value chains for the region’s fruits.

“We are delighted to announce that the change of name and the transition process that we initiated earlier this year has now been completed,” said Nathan Hancock, SFA president and CEO of Citrus Australia. “Our new beginning and brand are designed to help us truly unite the fruit industry – from producers to exporters in the entire Southern Hemisphere – so that we may more effectively advocate for the cause of the sector. “Speaking with one voice, our alliance will be able to make the case that fresh fruits from the Southern Hemisphere are essential to prosperity in the region, and provide a crucial contribution to the health and well-being of consumers worldwide.”

The change from “Association” to “Alliance” may seem simple, but it embodies the organisation’s primary mission as it grows into its fourth decade. “By definition, an alliance is an entity forged for the mutual benefit of all,” said Jorge de Souza, vice-president of the Alliance, and technical and project manager at Abrafrutas (Brazil). “That is the essence of the new Southern Hemisphere Fruit Alliance – to re-ignite an organisation into one whose aim is to benefit all: our producers and growers, the workers they employ, and the consumers who enjoy our delicious fruits.”

A new membership structure reflects the Alliance’s belief that uniting the field is paramount. It includes full and supporting member categories, designed to bring together industry players in the Southern Hemisphere with their counterparts in the Northern Hemisphere, as well as with global providers of inputs and services.

“Our new name and structure signal our resolve to unite the fresh fruit industry so that we can speak with one strong voice. We are no longer the trade association for the Southern Hemisphere fruit industry, but rather the allegiance aimed at advancing its cause,” said Hancock.

Pepsi MAX is back with a fresh take on its “Thirsty For More” platform, fronted by none other than David Beckham. This new campaign is about one simple universal message: “If you love it, it’s never a waste.”

“Thirsty For More” is Pepsi MAX’s platform that champions the mindset of going after what you love – big or small – without second-guessing. It’s about choosing to do what you find most fun and enjoyable, regardless of what others might expect. Whether it’s a daily ritual, a personal passion, or a spontaneous decision, Thirsty For More encourages people to lean into what feels right and make everyday moments as enjoyable as possible – because if you love it, it’s never a waste.

Whether it’s football or motorbiking, David Beckham has always gone all-in on what he loves. That’s what Thirsty For More is all about. It’s not about chasing the next big thing – it’s about doing what you truly enjoy, regardless of what others might expect. No pressure. No pretending. Just real moments, lived fully.

Pepsi MAX’s new campaign film celebrates just that. From spending time gaming with friends and dancing at a gig, to belting out karaoke or taking a road trip detour just because – it’s a snapshot of the moments that make life even more fun. The film ends with David Beckham delivering the campaign’s Thirsty For More message: “If you love it, it’s never a waste.”

The UK will be the first market to bring the new “Thirsty For More” campaign to life with a series of bold activations to amplify the new film, which will go live as a 30 second TV spot from early May. A “blue carpet” will be rolled out in unexpected locations across the UK including Cardiff, Manchester and Liverpool, inviting consumers to enjoy flexing their unapologetic style, while the ‘THIRSTY FOR MORE Challenge’ will see Pepsi MAX offering passers-by the chance to seize the moment and do something they really want to enjoy – but with a twist! We’ll see if they choose to grab the opportunity in the moment.

Steven Hind, CMO Beverages, UK&I at Pepsi said: “Our latest campaign empowers people throughout the UK to pursue their passions without any fear of judgement. Thirsty For More is about tuning into what makes you feel alive and enjoying it, unapologetically – and we’re excited to ignite this message nationwide this Spring.”

Long-standing fans may remember some of David Beckham’s most memorable Pepsi ads, including the legendary 2002 “Sumo” match, which saw him, and his teammates go head-to-head with a group of sumo wrestlers. In 2003, Pepsi transformed a Western-style duel into a humorous penalty shootout featuring David Beckham as part of its “Wild West” film, shortly followed by “Football Warriors” in 2004, which saw him using his football skills to help protect the protagonists’ hoard of soft drinks – whilst dressed in warrior guise.