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PHDEB to launch `local branding for apple` from next season

LAHORE (November 13 2007): The Pakistan Horticulture Development and Export Board (PHDEB) is planning to launch `local branding for apples` from next season with the objective of introducing fresh, processed and packed quality apples in local market under a brand name to gain experience and confidence before going in to the international market.

Board sources told Business Recorder here on Monday that it would be a test case before launching any Pakistani brand in the international market and would help removing the teething problems. Initially trial marketing would be done in the high-end market of local super store chains. According to the plan currently available variety of apple would be put on display in these chain stores in two kilograms perforated cardboard box/poly bag or net bags.

Currently apples are put on sale in stores or shops in open shelves and weaknesses in current system are identified as non-availability of packed brand, unhygienic handling and rough handling which causes blemishes on the fruit before display on the rack.

Under the plan, processing and packing of apples would be done at apple grading plant in Quetta and after transportation these cartons would be put in cold storage before their final supply to the stores according to their orders.

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