Need to enhance one of the most famous brands' Israel's biggest citrus producer and exporter, Mehadrin has brought back its former chief executive Yoram Weinberg (right) as a business development consultant for the Jaffa brand in the UK. Mehadrin represents about a third of the country's 600,000 tonne crop and British multiples take about a third of its total exports. The appointment follows the decision by the Citrus Marketing Board of Israel to decentralise promotional funding and pass the responsibility to individual exporters. Weinberg will be based at Chatteris, in Cambridgeshire, for the current season alongside Mehadrin's sales and marketing partner MM UK. Weinberg said: "There is a need to enhance the development of one of the most famous international brands in the fresh fruit industry." He added that initial discussions with multiples on subjects such as special packs and instore displays have been "very encouraging". Mehadrin is researching consumer views prior to the shamouti season ­ where they are major suppliers. The season begins in late January. Mehadrin's portfolio also includes Suntina easy peelers and grapefruit. {{FRESH PRODUCE }}