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TAMS GOLD, the new brand of Australian green grapes in South Korea
Australia
Wednesday 31 May 2017
FJ
The name "TAMS GOLD" should help change the perception of consumers in South Korea and thus increase volumes imported from Australia.
The Australian green grapes (Thompson seedless variety) are available under the new brand "TAMS GOLD" which aims to convey a positive message to South Korean consumers.
South Korean consumers, in front of Australian green grapes, were reluctant to choose them because of their unique golden color compared to other green grapes. This golden hue is developed because the grapes are left on the vine longer and harvested at optimum ripeness.
The new brand name "TAMS GOLD" bears an extremely positive message. Because it is the combination of the word "Tams-rubda" (attractive, pleasant, ripe, delicious) with "Gold" (gold).
The name "TAMS GOLD" should help to change the perception of consumers in South Korea and thus increase volumes imported from Australia. In addition, under the Korea-Australia Free Trade Agreement (KAFTA), the import duty on Australian grapes has been reduced from 45% to 6% this year and will be phased out by 2018.
Source: australiangrapes.com.au, austrade.gov.au
