Uganda: Flower Exporters Start Branding Campaign
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New Vision (Kampala)
5 August 2008
Posted to the web 6 August 2008
Macrines Nyapendi
Kampala
THE Uganda Flowers Exporters Association (UFEA) has launched a branding and marketing initiative to convey the quality and artistry of cut flowers.
Juliet Musoke, the executive director of UFEA, said the campaign was aimed at changing the market perception of Ugandan flowers, attracting foreign investors and increasing direct sales.
"The branding objective is to improve the product quality and packaging that will bypass middlemen of the traditional floral supply chains and auctions and offer the consumer better and fresher flowers," she said.
"Because of poor packaging, the roses arrive on the market damaged. Although not all arrive in a poor state, all our flowers are labelled C and D upon arrival in Amsterdam. The C and D are letters marked on boxes containing inferior quality flowers."
David Case, the managing director of Moringa Ogilvy, an advertising company working with UFEA to improve on the sector's image and competitiveness, said a brand identity helps create and anchor loyalty amongst consumers.
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Case said: "Branding can lift what you sell out of the realm of a commodity so that instead of dealing with price-shoppers, you have buyers eager to pay more for your goods."
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