Fruit has been considered as a commodity produce subjected to a strong price competition with low investments in marketing activities. During the last years fruit producers, in order to improve their business performance, have started to invest in marketing and brand equity. I have analyzed the consequences of fruit branding for gatekeepers’ perceptions.
Asioli, D., Canavari, M., Malaguti, L., Mignani, C. (2016). “Fruit Branding: Factors affecting the Adoption of New Pear Variety Angelys® in the Italian Food Market”. International Journal of Fruit Science, 16(3): 284-300.
Wongprawmas, R., Canavari, M., Rainer, H. Asioli, D. (2012). “The Perception of European Gatekeepers toward Thai Fruit and Coffee Products with EU Geographical Indications”. International Journal of Food and Agribusiness Marketing, 24 (3):185-200.