“It is very important to provide dealers and customers with the promised consistent quality”

Clemengold’s tangerine brand is well known in Asian markets. This year marks the 10th anniversary of the launch in Asia and the 20th anniversary of the ClemenGold brand. The fruit is currently present in Bangladesh, India, China, Taiwan, Malaysia, India, Singapore, and Cambodia.

“Our fruits are sold both in the wholesale market and in individual retail stores, depending on the quality characteristics and consumer preferences. In China, there are (each with its own strategy) brands: ClemenGold tangerines, LemonGold pitted lemons, NavelGold premium oranges, ClemenOrange. and SweetC tangerines,” said Adele Ackermann, marketing manager for ClemenGold International and its House of Brands.

“We strongly believe in the power of branding as an innovative marketing method, and as a House of Brands we create brands – sometimes for different varieties, classes or calibers of fruit – that meet the needs of different markets.”

Adele explains that having a range of brands targeting different target audiences and with different emotional connection goals is very important in terms of using the full basket.

“We make sure to reach different target markets in the fruit category and offer them a value proposition that connects them with an emotional state to get them to buy a brand that matches that emotional state and promotes repeat purchases, brand awareness and loyalty.” .

According to Charlene Newwoodt of Clemengold International, ClemenGold’s perfect balance of acidity and sweetness, combined with the fresh taste of mandarin, has made the brand a favorite among Asian customers. This, together with consistent quality and brand visibility, helps them make purchasing decisions when looking for healthy and natural alternatives to snacking.

“Our ClemenGold, LemonGold and Sweet C brands have extensive marketing campaigns with selected customers. Our capital lies in our global brands as well as the quality of our fruits and the long term relationships we build with our customers.”

“Giving retailers and consumers a consistent and promising quality standard in terms of taste and consumer performance is critical, but the value of a prominent and well-realized brand is increasingly appealing to the consumer.”

“We support our retail and wholesale partners with marketing campaigns tailored to the local consumer,” explains the expert. – This year’s campaign focuses on providing point of sale and promotional materials specifically designed to capture the attention of shoppers. Through the development of visual assets, a global social media and video presence helps retailers raise consumer awareness.”

ClemenGold will take part in Asia Fruit Logistica: hall 3, booth 3H35

For more information:
Charlene Newwood
Clementgold International
+27 21 883 9723

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