Last Thursday, Blue Whale previewed its new logo. The 50th anniversary was also an opportunity to trace the incredible history of the company. With a network of 300 fruit growers, 400 customers and thirty fruit stations, the enterprise knew how to establish itself as a reference in France and abroad in the fruit sector.
70's: From shipping to the orchard
The first years which shaped the company that we know today, have been told in an audio-visual testimony of Daniel Corbel (president-delegate of the international commission of Interfel), who played a leading role in the development of Blue Whale. At a time when cooperatives were betting on export and conquering new markets outside Europe, Daniel Corbel joined the company for his maritime skills, which were considered more difficult to acquire than knowledge of orchards.
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The 90s: After tough times, an amazing recovery
Alain Vialaret, CEO of the group, then took the floor to present Blue Whale in the late 80s, where the company pursued a policy of diversification. But Blue Whale had difficult times. The frost of 21 April 1991 destroyed 90% of the production, leaving the Southwest region without fruit. The year after, fate again strained on the company with the European overproduction of 1992, where only 50% of the harvest was marketed.
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Alain Vialaret, General Director of Blue Whale
“As we announced the end of apple production in the Southwest and, therefore, the end of Blue Whale, the company took the turn that propelled it back to the top. The company's strategy was completely redefined and refocused on fundamentals. The customer is the top priority, and the need to restructure orchards and modernize fruit stations is essential. A cost reduction policy is being pursued and in 1996 the effort paid off. The company started off once more with amazing performances and a rapid portfolio growth.”
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Blue Whale will also lead a communication strategy that will strengthen the brand. “The company participated in exhibitions and events one right after the other being referenced in a large number of countries. In the 2000s, as the volumes of Blue Whale's co-operatives were no longer enough, the company set about retaining new producer groups and opening up to new partners.” Alain Vialaret concluded his speech by reminding us that the key to the success of Blue Whale is human capital, without which nothing would have been possible.
Towards new horizons
Christophe Belloc, President of Blue Whale, completed the presentation by relating the company's ambitions, such as positioning itself as a driving force in the production of organic and eco-responsible apples (more information here), before displaying in preview the new logo.
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The new logo, Christophe Belloc and Alain Vialaret
The ‘soiree´ continued in a relaxed atmosphere, around a delicious diner cocktail enhanced by a musical group. Producers, customers, partners, suppliers and collaborators from France and all around the world came together to celebrate this fiftieth year of success.
For more information:
Dina Abella
Blue Whale
dina@blue-whale.com
www.blue-whale.com