Jaffa UK, the promotional and marketing office which represented the Citrus Marketing Board of Israel, has been closed just as the Israeli citrus season begins. Operational for eight years, the move took the trade by surprise. Mena Davidson, general manager of the CMBI, said the decision had been taken as a result of an in-depth analysis of the industry. Responsibility in the coming season for below the line promotion would be transferred to individual exporters. The CMBI will continue to maintain the Jaffa brand above the line. It is expected to provide both with a better insight into the specific needs of each market as well as a greater flexibility and control. While this year's crop is looks good but the strength of the shekel could put exporters at a disadvantage. {{FRESH PRODUCE }}