Jaffa is the trademark of the Israeli exported citrus. The brand name Jaffa is well known in many countries, where Israeli-produced citrus is sold during the past century.
To protect the brand’s reputation, the CMBI registered 14 different trademarks in many countries around the world.

The registered trademarks are:
Jaffa Sweetie, Jaffa Sunrise, Jaffa, Jaffas, Jaffarines, Sunrise, Sweetie, Suntina, Yarden Red, Yarden River, Golden Sweet, Jaffa Suntina, Jaffa Yarden Red, Jaffa Yarden River.

To unify the graphic form of its use, the CMBI released specific directions for use of the fruit brand and fruit packaging,

The brand’s reputation and its accompanying economical value, created a motivation for using the Jaffa brand illegally  by individuals in different countries to promote their products. The CMBI uses every legal action at its disposal, including legal suits, to stop the illegal use of the brand by unlicensed parties.

Because of the high recognition of the Jaffa brand, The CMBI is looking into ways to commercialize the brand name by franchising it to various non-competitive companies.
Licensees should adhere to the quality standards, seasonality, marketing deadlines and distribution in pre-defined markets.

In the last few years the CMBI has established several licensing agreements with Japanese confectionary company, large dairy producers in
Italy and the Nederland, leading South African fruit exporters and others.
The CMBI is currently negotiating licensing agreement with fresh American growers and distributors.