THE Margin is well aware of the importance of branding, but was more than surprised to hear of the plan in New Zealand to re-christen its kiwi fruit in a bid to jazz up its image.

"Zespri", a computer-generated brand name that will be introduced gradually from 1997, is meant to convey health and vibrancy and differentiate New Zealand fruit from competitors. The name was unveiled last week by the New Zealand Kiwi Fruit Marketing Board (NZKMB).

No doubt Brussel sprouts will be next and perhaps An Bord Bia will consider sprucing up the image of crubeens, while up North the Ulster Fry is surely due for a revamp.