Ganaflor in CR national brand first

The international marketing magazine for fresh produce buyers in Europe
Maura Maxwell

BY MAURA MAXWELL

@maurafruitnet

Ganaflor in CR national brand first

Five years in the making, the Essential Costa Rica brand was launched in September 2013

Ganaflor in CR national brand first

One of Ganaflor's pineapple farms

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Ganadera de la Flor (Ganaflor) has become the first fresh fruit company in Costa Rica to obtain the Essential Costa Rica national brand. The label, launched in 2013, aims to promote the country’s tourism, boost exports and attract foreign investment.

According to the Foreign Trade Minister, Anabel González, "this new country brand, well positioned and managed, will allow us to express a consistent and articulate central idea, of the country, differentiating it from its competitors. This is key to enhance the management attracting foreign direct investment, promoting exports and tourism”.

Ganaflor becomes the 23rd company to obtain the license to use the Essential Costa Rica brand.

Figures published recently by trade promotion agency Procomer, the revenue generated from Costa Rican pineapple exports exceed that made by bananas in the first five months of 2014. During that period, pineapple exports generated US$382.7m while bananas generated US$365.4m.

Pineapples have been closing the revenue gap with bananas for the past ten years. “In 2004, for every dollar worth of pineapple exports, two dollars of bananas were shipped; however in 2013 and so far in 2014, virtually for every dollar worth of bananas exported, one dollar worth of pineapples is also shipped,” said Procomer's commercial intelligence director, Francisco Gamboa. 

 

 

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