Worldwide from the countryside. That’s the motto of Carmel. After five decades of excellent links with multiples, importers, wholesalers and distributors, the Carmel brand has established an impressive international presence. Carmel produce can be found in supermarkets across the globe: from Europe (West and East), Latin America and North America, to Japan, Singapore and Hong Kong. The success of the Carmel brand name lies in Agrexco’s global network of branches operating in London, Frankfurt, Paris, Rotterdam, New York, Zurich, Vienna, Madrid and Milan. Special sales offices in Israel are dedicated to marketing and sales in countries where Agrexco does not have representative offices -- such as Eastern Europe, the Far and Near East.
Developing Brand Awareness on the Domestic Front
The Carmel brand is now also part of the Israeli landscape. Over the past few years Carmel has embarked on a new strategy: penetrating the domestic market. Intensive marketing and distribution efforts have succeeded in making Carmel a favorite household name.
Marketing and Distribution that Focuses on Customer Requirements A Panel of Marketing Professionals Carmel produce is marketed through a board known as the Panel. It is comprised of selected category managers, distributors, and wholesalers who either handle a wide range of produce or specialize in single varieties. The bulk of Carmel’s sales are the fruits of prior negotiation and planning with supermarket multiples. The Panel handles shipment and transit arrangements and also provides multiples with necessary services such as storage, consumer packing, and distribution to warehouses and/or supermarket stores.
A Customized Process Carmel’s motto of catering to customer needs extends to marketing and distribution. The main model for illustrating this fact is the partnership involving a 4-way communication between the grower, multiple, Panel and Agrexco. This ensures that the entire process is customized to the specific needs of the multiples, with some growers producing exclusively for a single overseas multiple customer.
