The Citrus Marketing Board of Israel is negotiating brand copyrights. The sale of licensing rights to the Southern Hemisphere will not hurt the sale of Israeli produce.
The Citrus Marketing Board of Israel is negotiating the sale of Jaffa orange brand rights with South American, US and Australian exporters.
The negotiations arose following the Citrus Marketing Board’s participation in the Fresh Summit 2002 International Convention and Exposition hosted by the PMA (Produce Marketing Association) in New Orleans. PMA members include produce growers from all over the world. The Citrus Marketing Board’s participation in the Fresh Summit is part of its effort to promote the use of the Jaffa brand and extend it from citrus to other fresh fruits and vegetables.
Six months ago, the Citrus Marketing Board signed an agreement with South African companies who will pay royalties on exports of oranges and grapefruits under the Jaffa brand to the UK Tesco retail chain. The agreement does not affect Israeli citrus exports, due to the different growing seasons in Israel and South Africa.
Following the agreement, the Citrus Marketing Board has been trying to sign similar agreements with other US and Southern Hemisphere growers.
Published by Globes [online] - www.globes.co.il - on November 4, 2002