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AFL2017: Brand building

Asia Fruit Logistica provided a platform for a number of companies to unveil new look brands

AFL2017: Brand building

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Continuing its series of exhibitor spotlights from Asia Fruit Logistica, Asiafruit looks at some of the new brand identities that were on display.

Bravo (Australia)

Australia’s new apple brand, Bravo, was launched to the global market at Asia Fruit Logistic. Nardia Stacey of Fruit West Co-operative, which manages the commercialisation of the variety ANABP 01, said that feedback so far had been very positive. The group is trialling exports to Singapore and looking to build exports into Hong Kong and premium export markets such as the UK. Around 65 growers are producing the Bravo-branded, burgundy apple across Australia.

Blue Whale (France)

French exporter Blue Whale exhibited in Hong Kong to promote its Novablue premium apple. “We have regular volumes going to Vietnam and Thailand every week,” said Marc Peyres. “The crop is rising gradually, so we don’t want to open up too many markets this year. Our aim is to send more to Malaysia and Taiwan, as well as to China. However, China is also a Northern Hemisphere producer, so prices can be low when the local crop is high, so it is complicated.”

ClemenGold (South Africa)

South African group Core Fruit is promoting its full range of Gold citrus brands across Asia, including ClemenGold, HoneyGold, LemonGold and NavelGold. This year the company began exports of Orri mandarins under the HoneyGold brand to China, to build on the popularity of its flagship Nadorcott ClemenGold. Seedless lemons under the LemonGold brand are already commercially available, while premium navel trees for the NavelGold brand are in the ground with the first commercial volumes expected within two years.

PromPeru (Peru)

Asia Fruit Logistica served as the backdrop for the official launch of PromPeru’s Superfoods from Peru brand. Luis Alberto Torres, PromPeru’s director of export promotions, said the first phase of the development strategy would focus on retailers, with a consumer promotion scheduled for 2018/19. The trade promotion agency is also celebrating the recent opening of its new commercial office in Hong Kong, with Bangkok set to be the next location for its expanding Asian network in 2018.

Naturipe (US)

US berry giant Naturipe unveiled its new avocado brand at this year’s Asia Fruit Logistica with plans to grow sales both domestically and overseas. With fruit from Peru, Chile and Mexico, the new Naturipe-branded fruit is currently being sold across the US, according to director of international sales, Clay Wittmeyer. The company has identified potential in the Asian market for a premium branded avocado, he continued, and will begin exports once domestic sales are established.


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