The Valencian company presented in Madrid its renewed image, a symbol of modernity and the evolution of Citrosol in the last ten years..
Citrosol has its origin in the specialization in post-harvest treatments and technology for citrus. In addition, more than a decade ago the Valencian company, thanks to its firm commitment to R+D+i, developed solutions to extend the shelf life of products such as avocados, peppers, tomatoes, peeled garlic and other fruits and vegetables. This is one of the reasons that has moved the brand to evolve towards a new corporate image that shows all the solutions that Citrosol currently offers.
The sector meeting at Fruit Attraction was the ideal moment to present this new corporate identity that will represent, from now on, the way of being and doing, along with the work and values of the company. An image that is presented under the framework of modernity and evolution that Citrosol has experienced in recent years, always taking into account its history and without forgetting its origins.
Modernity and evolution
With this change of image, Citrosol wants to connect with its potential public by attracting them with a current, fresh and renewed image. It has opted for a range of corporate colors that are close to the origins of the company. On the one hand, navy blue, representing the Mediterranean in which Citrosol was born and, on the other hand, the sunflower color, mixing yellow and orange tones that evoke the color of citrus fruits. A color totally linked to the beginnings of the business activity.
On the other hand, the C-shaped symbol represents the company's mission to care for and protect both fruits and vegetables and people. The company wanted "the logo to talk about how Citrosol cares about the environment and the planet, hence the symbol that covers the central object and that could remind us of a hug seen from above".
"Citrosol's constant effort dedicated to research, development and innovation made it necessary to update our corporate image."
But what are the reasons for this change? Citrosol's CEO, Jorge Bretó explains that "events such as the new direction of the company in 2021, the acquisition of Fomesa Fruitech and Brogdex Ibérica in 2022, as well as the increasingly wide range of post-harvest solutions for different fruits and vegetables" are some of the reasons for the design and implementation of this new image. In addition, Bretó states that "Citrosol's constant effort dedicated to research, development and innovation made it necessary to update our corporate image".
A new image that presents a series of elements that help to identify the brand in a clear way that facilitates the recognition of the different products and services offered by the Valencian company. Therefore, the Marketing and Communication Manager, Marina Orihuel, says that from Citrosol "we believe that this change of image perfectly reflects our way of being. We are a company committed to society and to caring for the environment, as we contribute to the reduction of food waste and we are specialists in closing the gap between the laboratory and industrial results. In response to this duty, a new concept is born under the slogan Stay Fresh With Innovation, which conveys our commitment to extend the shelf life and maintain the freshness of fruits and vegetables through our values: technological innovation and scientific rigor".
Vision
Citrosol 's vision for the coming years is, firstly, to continue to develop post-harvest treatments and solutions so that they can continue to contribute to the reduction of global food waste. Secondly, to continue to maintain leadership in the post-harvest sector, with a more sustainable business model that inspires positive change. And finally, to continue to invest resources in extending the shelf life and maintaining the freshness of fruits and vegetables, so that they reach the consumer with their full flavor and maximum quality.
