The marque is already appearing on New Zealand Braeburn apples in the UK and will next feature on some Egyptian grapes and Chinese apples.
The decision from Capespan headquarters in South Africa came late in the season, so only five per cent of the company's total volumes from the source this year will be marketed under the new brand. Next season, it will feature on all Capespan’s New Zealand fruit.
Apples are benefiting from branded cartons and stickered fruit bearing the new logo and brand and some Egyptian grapes will be packed at source into branded punnets and where possible branded cartons.
"We are going to be using the brand around the world, in many markets using it instead of the Bella Nova brand," said Capespan's procurement director Martin Dunnett.
"As Capespan markets fruit from more than 15 countries world-wide, a new brand name was needed to declare its involvement with a wide a range of products from those sources. The answer was obvious. The Capespan name is respected throughout the international fruit trade, why look elsewhere for a new label?"
The Cape brand will therefore be reserved for product grown in South Africa. l
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