"Not a revolution; an evolution"

Belgian wholesaler wants to use new Cibel logo to reach younger audiences

On Tuesday, Group A. De Witte presented the new Cibel citrus brand logo. That was in the European Center in Brussels, Belgium.

F.l.t.r: Freddy De Rave, Evert Van Britsom, Achiel De Witte, Jurgen de Witte, Alexander Van Orshaegen, and William Willems

''The Cibel brand has been synonymous with quality citrus for decades," says Marketing Manager Alexander van Orshaegen. Cibel started around the 1950s. The Beltrán family, Spanish importers, established it.

Group A. De Witte acquired the brand in 2000. The logo and corporate identity remained unchanged through all these years. ''After extensive research, we've come up with a new, modern logo to rebrand Cibel.''

The group also houses the Cebon and All Nuts brands. It wants to reach a younger audience, so decided to refresh the existing Cibel logo. ''It's not a revolution, but an evolution,'' is how Alexander describes the path the brand has taken.

''Consumers recognize our citrus by the colors and little sun. These features represent our image. We wanted to keep them in the new logo. We moved away from tight angles, opting for friendlier-looking rounder shapes. "

Alexander van Orshaegen

''Adding the leaves represents sustainability. We, as a fruit and vegetable distributor, consider that vital. The citrus' shape symbolizes these 'top quality vitamin bombs' freshness. That will also be the slogan,'' adds CEO Jurgen de Witte.

''In Belgium, having a good brand is essential. Belgians attach a lot of value to a brand. They'll stay with it even when the quality is just good. It's therefore important to profile your brand. Shoppers can then blindly assume Cibel equals quality. That's how we want to maintain our position on the Belgian market," says William Willems.

He is the  branch manager Central Fruit. So, he is responsible for importing Cibel. ''That also means we have to disappoint customers if we can't meet their demand. We choose quality, not volume. This sometimes make it hard to get sufficient supply. But it's what we stand for.''

As a brand, Cibel, focuses on direct consumer-promotion. There are, for example, savings campaign and they supply cycling races. They've also recently begun supporting members of a Belgian racing team. ''In this way, consumer awareness is growing," says Freddy de Rave, Starfresh Direct's sales manager.

"If they enjoy the flavor, they'll look for it in stores. We want retailers to specifically ask for Cibel Citrus.'' Freddy and his team can then visit stores to convince them of Cibel's consistent quality. ''That's how we hold our own among the big budget guys," he concludes.

For more information:
Tel: +32 (0) 224 26 200
Email: info@cibel.be 
Website: www.cibel.be

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