The Citrus Marketing Board of Israel (CMBI) has announced it will grant other countries, additional producers and traders the rights to use the Jaffa brand, not limiting its use to just citrus.

Mena Davidson, CMBI general manager, said: 'We are planning to expand the rights to use the brand to a wide range of fresh produce, similar to the strategy employed by several international companies.' He pointed out that such a move by the CMBI 'depends on the quality of the produce, and if it meets with strict EU requirements concerning quality, phytosanitary and safe food aspects'.

The move follows the granting of permits to brand both South African and Spanish citrus with the Jaffa name, as previously reported in the Journal. Davidson said the results of the South African project 'were very encouraging, which prompted us to expand the practice to other countries and to widen the range of produce to go under the Jaffa label'.

He added that producers and exporters from Latin America have expressed an interest in acquiring the rights to use the label, a global citrus brand, which they believe will enable them a better access to new markets, especially in Western Europe.

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