Citrosol unveils its new, up-to-date corporate image at Fruit Attraction

Citrosol traces its origins to specializing in post-harvest treatments and technology for citrus fruits. Furthermore, more than a decade ago, the Valencian company, through its strong commitment to R&D, developed solutions to extend the commercial lifespan of products like avocados, peppers, tomatoes, peeled garlic, and other fruits and vegetables. This is one of the reasons that motivated the brand to evolve towards a new corporate image that would showcase all the solutions Citrosol currently offers. The Fruit Attraction industry gathering was the perfect moment to introduce this new corporate identity that will represent the company's values and work going forward. This image is presented within the framework of modernity and the evolution that Citrosol has undergone in recent years, always respecting its history and not forgetting its origins. Modernity and EvolutionWith this image change, Citrosol aims to connect with its potential audience by attracting them with a current, fresh, and renewed image. The company has chosen a corporate color palette that is reminiscent of its origins. On one hand, navy blue, representing the Mediterranean where Citrosol originates, and on the other hand, sunflower yellow, combining yellow and orange tones evocative of citrus fruits, a color closely tied to the company's early days. Furthermore, the "C"-shaped symbol represents the company's mission to care for and protect both fruits and vegetables as well as people. The company wanted the logo to convey how Citrosol is environmentally and planet-conscious, hence the symbol enveloping the central object, resembling an embrace when viewed from above. But what are the reasons behind this change? Citrosol's CEO, Jorge Bretó, explains that "events such as the new leadership 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 various fruits and vegetables," are some of the motivations for designing and implementing this new image. Bretó also states that "Citrosol's ongoing efforts in research, development, and innovation made it necessary to update our corporate image." This new image features elements that help identify the brand clearly, making it easier to recognize the various products and services offered by the Valencian company. Therefore, Marina Orihuel, the Marketing and Communications Manager, states that at Citrosol, "we believe that this image change perfectly reflects who we are. We are a company committed to society and environmental care, as we contribute to reducing food waste and specialize in bridging the gap between the laboratory and industrial results. From this duty arises a new concept under the motto "Stay Fresh With Innovation," which conveys our commitment to extending the commercial life and maintaining the freshness of fruits and vegetables through our values: technological innovation and scientific rigor." VisionCitrosol's vision for the coming years is, first and foremost, to continue developing post-harvest treatments and solutions that can further contribute to reducing global food waste. Second, they aim to maintain leadership in the post-harvest sector with a more sustainable business model that inspires positive changes. Lastly, they will continue to invest resources in extending the commercial life and preserving the freshness of fruits and vegetables, ensuring they reach consumers with all their flavor and maximum quality. About Citrosol Although founded in 1994 as Productos Citrosol, S.A., the post-harvest treatments and technology activity began in the 1960s within Electroquímica del Serpis, S.A., both located in Potries, Valencia. Due to significant organic growth in the last 10-15 years, Citrosol currently employs 109 people, with 8 of them working in various countries and its subsidiary in South Africa, Citrosol South Africa Pty, and Peru. In their Potries facilities, the company has an R&D+i laboratory and a pilot plant covering over 1,200 square meters. Much of their organic growth has been attributed to their strong innovative character, having received the CEPYME Innovation Award in 2015 and 2020, as well as the 2020 Innovation Award from the Chamber of Commerce of Valencia. Citrosol originally specialized in post-harvest treatments and technology for citrus fruits but, for over a decade, they have been developing solutions to extend the commercial lifespan of avocados, peppers, tomatoes, peeled garlic, and other fruits and vegetables through their R&D efforts. Currently, Citrosol is introducing its IV range solution, the Citrocide ® Fresh-Cut System, which significantly reduces the water and carbon footprint in the production of IV range fruits and vegetables. With all their treatments and technologies, Citrosol significantly contributes to reducing food loss and waste in fresh fruits and vegetables.