Following a short period of negotiation, Citrii Agri Services, a subsidiary company of the ANB Group of agricultural companies, and First Fruits Consulting (FFC), recently merged their business interests, in order to better optimize their respective services.
FFC is a specialist horticultural consultancy business with a focus on citrus crops and agricultural technologies and has been in operation for some six years. According to Hein Gerber, FFC owner, the consolidation of resources will enable the now strengthened FFC and Citrii Agri businesses to offer clients more specialized and tailor-made support, with applied and innovative technology.
Citrii Agri has been in operation since 2018 and provides specialist extension, research, innovation and business intelligence services to key decision makers within the various ANB companies to place them at the cutting edge of technology, thus enabling them to make informed decisions. According to Bryan Offer from Citrii Agri, “FFC has a good reputation and client base, and is known by growers as a technically sound and professional operation, for which Hein Gerber can be congratulated for establishing and developing. We are confident that there are good synergies between the two entities that will benefit current and new clients.”
“As a service provider to ANB, I have experienced their business as being dynamic and exciting, and I enjoy both the people and exposure to their operations, making the transition an easy one.” says Gerber, who will remain involved in strategic consultation work as well as the mentoring and training of consultants. His team of specialists will collaborate with, and where appropriate, work alongside Citrii Agri staff in adding value to the combined businesses.
The two companies will continue to operate separately, with services to clients outside of the ANB companies being provided through FFC, while Citrii Agri will continue to service ANB companies. The combined experience and expertise of the companies will expand and deepen their respective service to Agri businesses countrywide. Hein Gerber will remain as General Manager at FFC but will also form part of the strategic management team of Citrii Agri, to unlock the synergies anticipated.