AB De Villiers, batting for GOGO

“There is nothing more powerful than a man chasing his dreams with relentless intensity.” AB De Villiers, captain of South African Cricket Team and 2014 ICC ODI Player of the Year.

On Sunday 18 January 2015, in a match against the West Indian cricket team, South Africa’s star batsman -AB de Villiers- scored the fastest one-day international century in cricketing history. In addition to being a legendary cricketer, AB is now also the new face of GOGO Fruit South Africa.

Agreed upon in November of 2014, EKM Exports and the cricket star have been working closely alongside each other since. “The idea to make use of AB as the face of GOGO came very progressively and very naturally” says Eben Kruger, Managing Director of EKM Exports and the GOGO Group. “Despite his astonishing achievements, AB is very humble, he takes care of his health and of his family. I couldn’t think of anyone to better represent South Africa, and to represent healthy food products.” AB will reportedly be at the forefront of EKM’s citrus marketing campaign for 2015.

South Africa has looked to sport in times of great need. There are very few things in the world that have the power to bring a divided nation together as sport can. It’s easy to see why sport has such an impact. The bravery, courage and intensity of natural born leaders competing for honor and pride…. It’s no wonder, people like AB De Villiers become humble heroes to a nation, and heroes to a community of supporters all over the world. And rightly so.

EKM Exports will be exhibiting at Fruit Logistica Berlin this year for the first time (2015) to market the GOGO Citrus Brand. The GOGO Range is EKM’s premium product range sold in markets around the globe. The company’s decision to exhibit at the world’s largest fresh produce conference called for dramatic marketing efforts and brand strategy considerations, one of which was the decision for AB to spearhead the new campaign.

Global marketing includes - inter alia – marketing on a global scale by extending and adapting an organization’s core marketing strategy to take advantage of cultural and commercial differences in a particular target market. The global campaign aims to create brand awareness for GOGO and EKM in markets where cricket is the most popular sport. This is in line with the company’s plans to expand into India and the Indian Subcontinent as a whole.

They aim to make people aware of the health benefits of eating high quality fruit on a daily basis. Though EKM’s business dealings are mostly Business to Business (B2B) at this stage, the end consumer is what drives the demand for a particularly sought after commodity or brand. At this stage, the company intends on further developing their reputation as one of the world’s forerunners in quality citrus production and distribution.

For more information:
Eben Kruger
EKM Exports
South Africa
Tel: +27 12 809 1494
eben@ekm-exports.com