Size does matter, when it comes to carrots
/By Ilan Shavit/
Russians fell in love with the Israeli big carrot “Uncle Moses”, which is the Hebrew term “Old Macdonald” the old farmer figure from the Israeli western Negev.
The visitors at food markets in Moscow will be surprised to discover bags of carrots and radish in Hebrew inscription, this increases the exoticism of imported brands. And the main reason that the marketing asked not to change anything in the pack, although consumers do not understand the script.
Nuki Neufeld, Director of Marketing Uncle Moses, says 90% of export Uncle Moses carrots are sales to Russia. We usually require special packaging to match target markets and Russia insisted on the Israeli brand.
Apparently size does matter, when it comes to carrots. The consumers in Russia require medium-sized carrots. The Israeli produce sufficient the demand, in addition the products provide the requirement to supply continuity persists. Especially in winter when Russia can’t grow vegetables.
Export earnings of carrot and radish in the Russian market is about – 11 million USD. As a result of the successful marketing, the western Negev planning to increase the carrot growth areas in more 6 thousand tons.