Slow Reaction Became Branding Success Story

Summary

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The resurgence in farming fortunes in the South West - and in Cornwall in particular - has been helped enormously by branding, exemplified by the annual Royal Cornwall Show, its organiser told the county's NFU annual meeting.

Chris Riddle said show officials from all over the country came to this year's show and reported how conscious they were about the obvious pride in the county displayed by everyone involved.

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Extract

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Slow Reaction Became Branding Success Story

"We are no longer seen as the underdog," he said. "We make a lot out of branding - and I am convinced that makes a difference.

"The show, and Cornwall, have been slower to react to change...

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