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Nous contacterIncreasing Value through Branding (Australian Banana Industry)
Farm Table dit :
Banana growers in Australia face declining profit margins and need to find ways to differentiate their product in order to command a higher price. One way to do this is through product branding
Increasing Value through Branding
Product branding allows consumers to identify a product and appreciate what makes it unique. For the Australian banana industry, this could involve emphasising the quality and freshness of the fruit. By marketing the Australian banana industry in this way, growers can hope to increase consumer demand and ultimately improve their bottom line.
An investigation for the Australian banana industry
- Increasing the value of bananas
- Branding and product identification
- Markets for ‘out-of-spec’ bananas
- Export opportunities
Figure 1: Banana display at a Japanese retail store. Six Cavendish banana lines with five separate price points. (Source: M. Abbott, 2017)
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