Fisher Capespan, the North American arm of a South African company that specializes in supplying North American retailers with fruit from South Africa, Chile, Peru, Brazil and Mexico, is rebranding itself as Capespan North America.
“The name represents our holding company Capespan's strategic global alignment of all its operations worldwide,” said CEO of Capespan North America, Mark Greenberg. “With its global reach, it made sense to rebrand all Capespan's operations, including Capespan North America, as it is common for different Capespan offices around the world to source product from the same partners in many of the countries in which we do business. This promotes cohesion, realizes synergies and eliminates any confusion that might arise among our multiple business partners.”
Greenberg added that the change will not have much of an effect on consumers, as the rebranding effort is more of a move to eliminate confusion that might arise among Capespan's numerous business partners around the world.
“The impact will be felt less by consumers of our products,” he said, “than it will by the many growers and exporters of fresh produce with whom we, and the other members of the Capespan group, do business.”
From: Fresh Plaza