A full marketing structure for Mehadrin Tnuport Export has been finalised – and makes the Jaffa brand stronger than ever, according to Dov Warmen, managing director of the company's UK arm.

The company has this season gained exclusive control of Jaffa after rival Agrexco dropped the brand in favour of its own Carmel label. And while another exporter could theoretically use Jaffa on its fruit, this looks unlikely for the near future.

'The fact that Agrexco is not using Jaffa gives us a great advantage,' said Warmen. 'We are very committed to retaining and promoting the Jaffa label on all our [citrus] fruit. Consumer research continues to show that it is still widely recognised as a top quality brand enjoying probably the greatest recall within the entire international fruit trade. We want to build on this advantage and develop what the new company believes is still an untapped potential.' The company is completing details of its new promotional campaign, which will involve Mehadrin Tnuport Export UK and its two marketing partners Capespan and MM Ltd. The former will control and co-ordinate the campaign from its headquarters in Great Warley, Essex.

Medhadrin Tnuport Export UK was created after the merger earlier this year of Medharin and Tnuport, the two largest exporters of Israeli citrus, to increase efficiency and economies of scale.

The company now controls 80 per cent of the export crop of shamouti, white grapefruit and Suntina easy peelers from Israel, representing a total of 40,000 tonnes.

Warmen added that investment by Medhadrin Tnuport Export is set to bring varieties such as the late easy peelers Or and Mor under the Jaffa umbrella.

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