The Hindu Business Line : Brand image for grapes

Fruits produced from India will soon have a brand image of their own, with APEDA (Agricultural and Processed Food Products' Exports Development Authority) initiating a campaign to improve brand awareness of fruits from India. To begin with, APEDA, an arm of the Union Ministry of Commerce, would work on grapes, according to Mr S. Dave, Director of the agency. Mr Dave, who was here to take part in the two-day Fresh Produce 2007, said the brand building exercise included promotion of good agricultural practices in cultivation of grapes, testing laboratories and an efficient supply chain. The decision followed reports in a section of the German print media that alleged that grapes from India were not fit for consumption. The plant material was likely to be made available for growers in Tamil Nadu, Karnataka, Maharashtra and Andhra Pradesh.

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