Africa had its own pavilion at Biofach, the World Organic Trade Fair in Nuremberg this year, which marked the first time African exporters were gathered under one roof in a concerted campaign to strengthen and promote ''. The number of exhibitors more than doubled to 75 this year in an effort to bring more visibility to African exporters. They are, in short, working examples of the ITC maxim 'export impact for good' and the fair was a wonderful showcase for the changing face of African organics. The Mount Kenya region is home to the Kenya Nut Company. Selling under the 'Out of Africa' brand name, the firm exports organically certified macadamia nuts (and some coffee), and was also appearing at Biofach for the first time. The company employs over 2,000 people and produces 1,5...
In an interview, Simon Anholt, a leading specialist in creating brand strategies for countries, talked about how a country's "brand" can help or hinder its exports. He said that the biggest danger is people making naive comparisons between branding in the private sector and what it can do for countries. There is recognition that image may be one of the primary barriers to economic development, but methodologies from the corporate sector applied clumsily onto national development are extremely dangerous. Countries can prepare a brand strategy that shows what their image would need to be to achieve their economic and social goals, and how to deserve that image. Branding is not what most people think it is. It is one of the key creators and sustainers of wealth in developed countries. Ther...
Before I started making jewelry I had never bought a piece of jewelry in my life," Lotta says. "I was never really that interested in jewelry. "A lot has happened since," Lotta explains. "At first we drove around and sold it directly out of the car. Eventually we started working in silver. But I got restless and we bought a house in Paris and moved there. We also began showing at important fairs like Bijorcha, were I was the first Swede to attend, i filled our display case with moss! People really began to take notice after that fair." "What Lotta Djossou means, and always meant, is that I'm trying to create a feeling of something feminine, romantic and beautiful," she concludes, "it's important that people recognize our brand as something genuine, natural and strong."
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