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Susan Day - California Table Grape Commission at the Asia Fruit Congress
Origin of produce as a brand of success in international markets

International brands had become a trademark for competitiveness. The California Table Grape Commission has developed a strategy to become internationally well-known. Susan Day, VP of International Marketing at the Commission, explained at the Asia Fruit Congress, the strategy that the Commission has to improve visibility in international markets.

Well-known brands in the fresh produce sector are just a few of the names known to consumers. Instead, retail brands are becoming increasingly globalized: Carrefour, Wal-Mart, Aldi etc.

A recent tendency is the use of the country or place of origin of the product as a trademark in international markets. If well-positioned, consumers can take advantage of a recognized product backed by the quality of a whole region (country). According to Mrs. Susan Day, table grapes in California are being challenged by regional and international competition. Therefore, the Commission has created a "Global Umbrella Strategy", with a simple but effective message reflecting the origin of the table grapes and the quality of this product: "Grapes from California".

Based on information by Susan Day at the Asia Fruit Congress

Publication date: 9/15/2009
Author: Jahir Lombana


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