For years Cibel has been the brand behind Group A. de Witte from Belgium. "We have had the plan to move the Cibel and Cebon brands to the consumers for a while, and now it is happening. The Cibel website went online this week," says Stijn Vermoere, the group's new marketing manager.
The new website can be found at www.cibel.be and mainly focuses on the consumer. "All the information about the Cibel citrus can be found here. On the website you can find the history, cultivation and varieties of the oranges, mandarins and clementines. In addition, consumers can see where they can find Cibel, how healthy citrus is and what they can do with this product in the kitchen. In this way the consumer can get more familiar with the orange and the other citrus's." Overtime, there will be several Cibel promotions in which products or prizes can be won.
Increasing brand awareness
Ultimately, the purpose of the website is to increase Cibel citrus's brand awareness, availability and consumption. "We have noticed that brand awareness is still quite important in Belgium. Many of the wholesalers near our group know of Cibel, but there are still many blind spots. Currently, the Cibel citrus is mainly available in local shops and at markets, but less so in supermarkets. Through the website, consumers will develope a preference for the Cibel citrus and, hopefully, ask for the brand in their supermarket. They know that if they buy Cibel they are getting consistent quality and good tasting citrus. That is how we work, from the bottom-up. Step by step, we hope to expand. There are few really famous brands in the fruit and vegetable sector, so we have taken on a challenge. Ultimately we are striving for a reputation like Chiquita and Pink Lady," says Stijn.
Cibel and Cebon have a joint Facebookpage. New recipes and additional information will be regularly posted on the Facebook page.