'Frutas do Brasil': 'Gifted by the Sun' logo launched.

Apples, oranges, limes, lemons, avocados, bananas, melons, watermelons, grapes, tangerines, papayas and mangoes grown in Brazil are exported to over 70 countries. A large share of those exports reach origin-aware European consumers, as well as markets such as the US and the Middle East.

The new logo represents a stylized hummingbird

with the sun on the background.

Building up on consumers’ perception, the main association of Brazilian fruit growers and exporters, Abrafrutas, in conjunction with the Brazilian Trade and Investment Promotion Agency (ApexBrasil) designed a logo that identifies the provenance of their core goods. It consists of a colourful, stylized hummingbird with the sun in the background, and the indication “Frutas do Brasil - Gifted by the Sun”: a clear reference to the climatic conditions and the happiness associated with Brazilian lifestyle.

The occasion for the launch of the new logo has been, appropriately, an industry event held in Madrid last week.

Despite its potential, most of the Brazilian fruit production is currently  absorbed by the domestic market: the logo is part of a strategy aimed at better promoting Brazilian core fruit products abroad. A key element of this strategy is the synergy amongst producers, an aspect which contributed to the success of a similar initiative launched in 2012 by the Chilean Fruit Exporters Association with the logo 'Fruits from Chile'.

Guest post by Nicola Coppola – ncoppola@bournemouth.ac.uk