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Miss Tata is the brand for the Portuguese potato

Miss Tata is the brand for the Portuguese potato
Press release & photo:
  Porbatata – Portuguese Potato Association

Porbatata – Portuguese Potato Association creates brand to promote Portuguese potatoes worldwide.

24th November 2020 – Today, Porbatata, Associação da Batata de Portugal (Portuguese Potato Association) presented Miss Tata, the new collective brand for promoting Portuguese potatoes in the domestic and international marketplace. This is the first time that the Portuguese potato segment has united to create a collective image for this product, investing in differentiation and quality.

Miss Tata is versatile, dynamic, colourful, and cheerful. She’s the ambassador of Portuguese potatoes worldwide and aims to reflect qualities that lead to a nutritious and balanced diet. Miss Tata is proud to be Portuguese.

Porbatata presented the new brand through a live broadcast on Facebook with the presence of João Torres, Secretary of State for Trade, Services and Consumer Rights, Nuno Russo, Secretary of State for Agriculture and Rural Development, Berta Redondo Benito, Secretary-General of Europatat and Sérgio Ferreira, president of Porbatata.

Porbatata has a project for Promoting Portuguese Potatoes in Foreign Markets running for two years. France, Germany, Spain, the Netherlands, the United Arab Emirates and Angola are considered to be strategic markets.

This project is supported by Portugal 2020, within the scope of the Competitiveness and Internationalization Operational Programme, with an overall forecast investment of 352,988 euros, of which 85% is financed by the ERDF – European Regional Development Fund.

Besides creating a specific collective brand, other initiatives are planned, such as being present at international events and running promotional activities. Porbatata also aims to organise an International Portuguese Potato Competition in France.

In 2019, potato exports amounted to 28.5 million euros. The main destination markets were Spain, Germany, the Netherlands, Cape Verde, France, Belgium, and Luxembourg.

In Portugal, potato consumption per capita is 93.6 kilos a year. Potatoes are produced throughout the country but especially in the Entre Douro e Minho, Trás-os-Montes, Beira Interior, Beira Litoral, Oeste, Ribatejo, Península de Setúbal e Costa Alentejana areas. In total, the land used for growing this food amounts to 22 thousand hectares and the average annual production is close to 500 thousand tonnes.

Founded on 28th September 2016, PORBATATA – Associação da Batata de Portugal (Portuguese Potato Association) is a non-profit organisation with the objective of promoting Portuguese potatoes as a healthy and distinctive food, highlighting their unique characteristics. Based in Lourinhã, in the Oeste region, it represents the interests of the entire segment in Portugal and is the only active voice in the sector, bringing together seed potatoes, production, marketing and sales, and the industry. It represents more than half the potato producers in Portugal and has more than fifty members.




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IFG unveils creative names, logos for new line of varieties

IFG unveils creative names, logos for new line of varieties

The new table grape brands are designed to capture marketer interest and consumer taste buds

International Fruit Genetics (IFG), the renowned and innovative fruit breeder that changed the way consumers and retailers think of grapes, is adding six new varieties that are poised to further disrupt the produce industry and lead the table grape world with unique shapes and flavours that consumers have come to demand. Unlike typical grape-naming systems that simply reflect seasons or colour, IFG created a new and energizing naming architecture that depicts the essence of these new IFG-bred varieties that explode with tropical flavours, crunch like an apple or elegantly improve older varieties that deserve some revitalization.

Surprising the consumers

“Consumers will be attracted by such unique names and once they taste these new grapes, they will come back for more just as they have with our previous grape varietals. Consumers are searching for nutritious, high-quality grapes with excellent taste, and IFG’s breeding program is designed to deliver what consumers want,” said Andy Higgins, CEO of IFG. “IFG is pleased to announce the following new varieties which are currently being trialled in various parts of the world with IFG-licensed growers. Expect to find more of these invigorating new varieties as the seasons roll out in the various regions.” Six table grape varieties, including each one’s name and logo, have been trademarked: Kokomo™ Julep™, Bebop™, Quip™ and Rugby™.

Revolutionizing the industry

“Our new names are catchy, fun and memorable,” Higgins said. “They reflect our efforts to revolutionize the industry. We aim to inspire the consumer and give our growers, marketers, and retailers a platform to maximize the potential that each variety has to offer.”

The new logos are now available for use by IFG-licensed growers and marketers. IFG will be releasing several more varieties by the end of the year. IFG’s focus on breeding table grape varieties to please consumers is delivering increased growth and profitability for retailers and growers around the world. With its breadth of exciting flavours and shapes as well as full spectrum of colours, IFG is creating a grape sensation for consumers who are discovering that good tasting grapes can be an important part of their nutritional plan. IFG currently has licensees in 15 countries and its fruit is actively marketed in over 25 countries.  


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Ecuador to launch ‘Premium and Sustainable’ brand at Fruit Logistica 2020

Ecuador to launch ‘Premium and Sustainable’ brand at Fruit Logistica 2020
Launching event in Ecuador.

The trade show’s Partner Country will bring its largest and most diverse delegation yet, featuring senior government dignitaries and 38 produce grower-exporters across a 600m2 pavilion.

Ecuador’s Minister of Agriculture, Mr Xavier Lazo, will launch the ‘Ecuador: Premium And Sustainable’ fresh produce brand at Fruit Logistica 2020, during the Latin American country’s biggest-ever participation at the world’s largest fresh fruit and vegetable trade fair, on 5-7 February 2020 in Berlin, Germany.

The brand, which will accompany Ecuador’s highest quality produce exports to Europe, is based on five pillars within the country’s agricultural vision:

  1. New Cooperativism: A new form of association to help progress the agricultural sector;
  2. Rural Women Empowerment and Rural Young Entrepreneur: Empowering women in family agriculture, as well as fostering the rural youth to use their creativity and innovation to solve problems and improve production in the agricultural sector;
  3. Zero Deforestation: Implementing deforestation-free practices in the agricultural sector;
  4. Productivity, Quality and Traceability: Showing the story behind each product; in other words, when and where the product was produced, and by whom; and
  5. Zero Rural Poverty: This is the main goal; to achieve progress in rural areas in order to put a stop to poverty; assuring an Ecuador with success, hope and progress – an Ecuador: Premium And Sustainable.

Ecuadorian produce supplied under the Ecuador: Premium And Sustainable banner will enter the most demanding consumer markets distinguished by its social and environmental sustainability and its premium quality. The logo is inspired by the ‘Chakana’, or Southern Cross, and serves to illustrate the five pillars of Ecuador’s agricultural sector; reflecting the country’s agricultural vision for the next 10 years.

Minister Lazo will present the marque at Fruit Logistica during a press conference on Wednesday 5 February at 11.30am in the Press Center, Hall 6.3, Room B, to demonstrate the real action undertaken across Ecuador to modernize fruit production processes, strengthen quality controls and raise sustainability efforts, particularly within the banana sector.

In celebration of being named the official Fruit Logistica Partner Country for 2020, Ecuador is bringing to Berlin its biggest-ever delegation, including the Vice-President of Ecuador, Mr Otto Sonnenholzner; Ecuador’s Minister of Production, International Trade, Investment and Fishery, Mr Ivan Ontaneda; and Ecuador’s Environment Minister, Mr Raúl Ledesma.

Also present for Ecuador’s 18th appearance at the international produce exhibition will be trade organisations PRO ECUADOR, CORPEI (Ecuadorian Corporation of Exports Promotion and Investments) the Ecuadorian banana cluster (formed by banana associations AEBE, Acorbanec and Agroban), Ecuador’s National Institute of Agricultural Research (INIAP) and Ecuador’s Phytosanitary and Animal Health Control and Regulation Agency (Agrocalidad).

Across the three-day show, suppliers will seek to establish new contacts in both the wholesale and retail channels, and especially with importers seeking high quality and sustainable produce. As a result of Fruit Logistica 2020, Ecuador estimates it will generate sales of more than US$21.8 million.

In recognition of Ecuador’s status as the largest banana exporter in the world, half of Ecuador’s overall delegation will comprise suppliers of bananas, baby bananas, red bananas and plantain. Furthermore, as Ecuador’s continues to diversify its commercial fruit export offer, a greater number of suppliers will showcase produce including: pineapples, mangoes, Hass avocados, dragon fruit, physalis, papayas and pepino melon, among others. All products to be presented are grown under the Ecuador: Premium And Sustainable banner.

Following the ‘Ecuador: Premium And Sustainable’ press conference on Wednesday 5 February, PRO ECUADOR will launch its ‘Exquisite Ecuador’ website, which showcases Ecuadorian gastronomy using exotic fruits. PRO ECUADOR’s Vice-Minister Veronica Chávez and Ecuadorian Chef Carlos Gallardo will make the announcement at the PRO ECUADOR stand in Hall 23, E-08, at 12.10pm. A drinks and canapé reception will follow, allowing attendees the opportunity to try Ecuadorian cuisine.

For more information in English or Spanish about the ‘Ecuador: Premium And Sustainable’ brand, visit:


PRO ECUADOR is the promotional arm for exports and investment of Ecuador’s Vice-Ministry for Export and Investment Promotion, and Ecuador’s Ministry for Production, International Trade, Investment and Fishery. PRO ECUADOR operates a network of trade offices worldwide.

Source: Press release
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Top Seeds International at Fruit Logistica with two new brands

Top Seeds International appoints new country manager for Mexico

The seed company, which specialises in research and marketing of innovative hybrid vegetable varieties, is making its debut at Fruit Logistica. The Amai and Ikigai brands are amongst the new product lines unveiled at the Berlin show.

Top Seeds International is taking part for the first time in the most important international fresh produce exhibition in Berlin from 6-8 February 2019 with a presence in two separate locations: an institutional space (Hall 1.2 – B18) where it is showcasing its many resilient and profitable varieties including tomato, pepper, cucumber, aubergine, melon and watermelon; and a stand devoted to new brands (Hall B – City Cube C04).

One of the new product lines unveiled by Top Seeds International at the show is Amai, a new brand that includes the Orange pepper variety, a long, orange-coloured fruit with exceptional taste and pulp ideal for both fresh consumption and industrial processing. It has a distinctive appearance as well as a thin skin, a small number of seeds and a long shelf life.

Along with this new variety, the company also presented the Ikigai line, consisting of the Yuka cherry plum tomato and the Mini On yellow mini-cherry tomato. The Yuka has elegant, uniform clusters of orange-coloured fruits with an average weight of 30-35 grams and excellent tolerance to cracking. The Mini On is a tomato for single-fruit harvesting with abundant flowers and a yellow-coloured fruit of average weight 15 grams.

The two brands were unveiled at two meetings held at the company’s stand in the City Cube on the first two days of the show and reserved for the press and international fruit and vegetable sector experts. Talks were given by Gianni Bernardotto, CEO of Top Seeds International, and Tetsu Watanabe, General manager of AgriScience Division – Mitsui & Co Ltd. At the end of the meetings, participants had a chance to taste the varieties sold by Top Seeds International.

“Horticulture is a constantly evolving sector,” explained Gianni Bernardotto CEO of Top Seeds International, “so to keep step with the needs of the market we aim to offer vegetable varieties with desirable characteristics and genetic resistance to a wide range of diseases. With the introduction of these two new brands, we are already able to meet these expectations.”

Amongst the cultivars suitable for greenhouse and open field cultivation, visitors showed particularly strong interest in the Tomachoc line, a range of tomatoes that stand out for their unmistakeable colour and shape, excellent organoleptic properties and high lycopene and carotenoid content, suitable for both fresh consumption and industrial processing.

Top Seeds International is an international company specializing in research and marketing of innovative hybrid varieties of high-quality vegetables. Founded in Israel in 2003, it operates worldwide through companies based in Spain, Italy and Mexico. Since May 2017, Top Seeds International has been owned by the group Mitsui & Co Ltd.

The company’s aim is to guarantee high yields and excellent-tasting fruit by selecting varieties with genetic resistance to a wide range of diseases. Through continuous field research, the company’s geneticists, agronomists and technicians select the best varieties of many different vegetable species in terms of resilience and profitability, including tomatoes, peppers, cucumbers, aubergines, melons and watermelons.

The company works closely with its customers in developing innovative varieties and concepts with the aim of meeting all their needs.

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Sofruce launching superior quality strawberry brand

French company Sofruce is launching a superior quality strawberry brand this season.

With a 50-year track record in excellence and quality, Sofruce plans to mark this milestone with the presentation of a new brand.

The French company, based at the Saint Charles International platform in Perpignan, has announced it will will launch the ‘superior quality’ strawberry brand this season.