A common name and logo have been created to represent the companies UGPBAN - Fruits du Monde - Murissol - Fruidor Bananes and Fruidor Terroirs: the SOLVEG Group.
This new identity helps to express the unity of the group without denying the singularity of each company.
The new name of the group is intended to bring a stronger dynamic and collective momentum while strengthening the position of the SOLVEG Group as a major reference on the French fruit and vegetable market.
“The goal is to maintain the human aspect at the heart of the SOLVEG Group with common values around expertise, commitment, performance and diversification. Our companies are united around this new name to project better and continue together to support the producers in the West Indies and in France and to satisfy clients and consumers,” explains Pierre Monteux, general director of SOLVEG.
The genesis of the SOLVEG Group identity
The strong symbolism of the combination between Sol/Soleil (‘sun’) and Végétal (‘plant’) is evidenced through a short name, easy to remember and evoking both femininity and radiance. The solar aspect refers to the yellow color of the product at the origin of the Group, the banana of the West Indies, as well as to the natural light required for all crops. The cameo of colors conveys the diversity of the companies making up the group. Each circle refers to one of the companies.
SOLVEG evokes radiance and a natural momentum, both positive and warm. Drawing its strength directly from nature, it cultivates a taste for a better world.