Agribusinesses Launch National Brand for Food Products

Tirana, May 8, 2009   With support from USAID, a number of Albanian agribusinesses launched a new national brand to promote high quality food and agricultural products. The brand named “The Taste of Albania” was launched under the auspices of the Balkan Modus Nutriendi International Fair organized at the Rogner Hotel. Leading agribusinesses and food processors will be able to promote their high value products and reach wider market opportunities through the new brand.

“Albanian food and agricultural products need more recognition of origin in order to enjoy more competitive advantage and differentiate in regional and international markets,” said Acting USAID Mission Director, John Brannaman. “Through the new brand, USAID will equip high-end producers with a necessary tool for reaching sophisticated and niche markets.”

USAID has supported the agricultural and food sector in Albania by assisting with new technologies in production and effective marketing strategies. Through its Agriculture Competitiveness Program, USAID has expanded market opportunities for producers, traders and processors. Olive oil producers, olive growers, fresh fruit and vegetable producers, dairy producers and meat processors are among agribusinesses supported through the “Taste of Albania” brand.