Jaffa extended to South African citrus Israel's famous Jaffa brand, which most traders would agree has the strongest image in the fresh produce industry, has been extended to South African citrus from now until December, giving year-round continuity. Mehadrin Tnuport Export (MTEX) has signed a deal with grower/packers Colors, Riverside and Lona International who will work to the same protocols and ensure that groves comply. MD Dov Warmen has called the move "a historic landmark representing the start of comprehensive plans to maximise the inherent value and heritage of this most respected brand". Extensive research has shown that while consumers view Jaffa citrus to be the best available, they do not associate the brand with any specific country of origin. MTEX marketing arm MMUK will sell the South African fruit for one season until the end of December. The first fruit, all prepacked, is exclusively on sale in Tesco, which will receive 4,000 pallets of oranges and 400 pallets of grapefruit. The fruit is not individually labelled but both packs carry the message Jaffa exclusive to Tesco'. Navels are priced at £1.59 and Marsh Seedless three-for-99p. The owner of the Jaffa brand is the Citrus Marketing Board of Israel. {{FRESH PRODUCE }}