In the collective memorial we still have that Las Dos Palmas bleach, with its emblem of two crossed green palms and the yellow bottle. It was the bleach of a lifetime, not only of several generations. It was ours, from home, like the Febrer family.
In January 2017, one of the founding partners of Citrosol, Joaquín, left us at the age of 86. Today, when there is little left to this 2024 has been his brother Juanjo. The Febrer family is well known in the region of La Safor not only for their companies but also for how, who and what they managed to achieve through effort and commitment. And for being pioneers in things and good people who gave prosperity and economy in difficult times to the Safor region.
Both Juanjo and his brothers and partners bet on that small corner of the region, with red soil and warehouses to be explored, to establish Citrosol there in the 60s. Little by little it became a reference in the technology and treatment of post-harvest fruit and vegetable products, being a pioneer and world reference in terms of quality in its coatings and waxes for citrus fruits.
Citrosol could be said to have been created back in 1939, after the end of the military conflict of the Civil War, when the company Roig, García y Cia. Many will still remember that it was founded by two partners from the same family saga and that it was basically dedicated to the manufacture of bleaches and detergents. In the collective memory we still have that Las Dos Palmas bleach, with its emblem of two crossed green palms and the yellow bottle. It was the bleach of a lifetime, not only of several generations. It was ours, from home, like the Febrer family.
We knew Citrosol, Electroquímica del Serpis -the current name of Roig, García y Compañía-, as well as Detergentes y Derivados SA and Dydsa, so present in disinfection, at home, in the hotel and catering industry. Each one, has been fulfilling years treasuring 85, 60, and 35 years of business life without moving one iota of the founding values and that entrepreneurial vocation that motivated them one day to be business leaders in the Safor. Referents and discreet, of those of before, of those of the 'cabet a la faena' and few distractions.
Juanjo Febrer had that character that makes the Febrer family unique. He always put everyone in their place according to their merits and never wanted to be more than anyone else, while showing that the company's successes were initiated by its founders who laid the foundations of the group. Febrer never forgot the importance of human capital, of the workers who every day are at the bottom of the cannon giving their best for the company; as well as the customers, suppliers and the whole Safor, always remembering that Potries was a great support for the company to settle there.
The president of Productos Citrosol was at the head of a company dedicated to the research, development, implementation and commercialization of technology and post-harvest treatments to maintain the quality and freshness of fruits and vegetables until they reach the consumer. Citrosol has two subsidiaries, in Morocco and South Africa, as well as an important presence in other countries such as Egypt, Greece, Turkey and Peru. The firm commitment to internationalization has been key to the company's growth, as 33% of its sales are currently exported. As far as the domestic market is concerned, Citrosol is present in all the horticultural areas of Spain with branches in Andalusia, Castellón and Murcia, and distributors in Girona, León, Lleida and Zaragoza. Growth in recent years has led it to increase its workforce by 25%.
Citrosol brought together up to five families - García, Moragues, Orihuel, Bertó and Febrer - under the leadership of the father of the Febrer Forés brothers. As time went by, the children of the different lineages joined a company that has never stopped growing and diversifying.
Today, that enterprising and enthusiastic businessman has passed away leaving with him a legacy of good work, know-how, and love for everything you do. Juan José Febrer Forés will receive Christian burial tomorrow Wednesday, at 12 noon, after the funeral mass in the Insigne Colegiata de Gandia.
Rest In Peace.
