Leading supplier Citri&Co is ready to reveal its new label at this year’s Asia Fruit Logistica
Safresco is a new brand with some serious pedigree behind it. The citrus, grape, and avocado specialist was created in 2022 from the sale of Argentine lemon giant San Miguel Global’s fresh fruit business to Citri&Co, the vertically integrated global fruit group created by private fund Miura Partners.
The deal included San Miguel’s operations in South Africa and Peru and the marketing of fresh fruit from Argentina and Uruguay. A year later the Safresco brand was born.
“This year marks a milestone for the company with the launch of our new citrus, avocado and grape brand, reaffirming our commitment to quality and sustainability,” says Safresco’s commercial manager for Asia, María del Pilar Arévalo.
“With 150,000 tonnes of fruit exported from Peru, South Africa, Argentina and Uruguay, coming from 2,500ha of our own farms and another 2,000ha from associated producers, we’re consolidating our presence under the Citri&Co banner.”
Safresco finds itself in good company: other legacy names that can be found among Citri&Co’s stable of businesses include Martinavarro – one of Spain’s oldest citrus companies – and Brazilian melon giant Agricola Famosa.
Arévalo acknowledges that ditching such a well-known brand as San Miguel – with all the equity it has accrued over the years – presents its own challenges. But she is confident that the long-term strategic collaborations the company has built up with its Asian customers over the years will ease the transition.
“This year’s Asia Fruit Logistica is our first fair under the new name and we’ll be using it as an opportunity to remind our customers that we retain the same commitment to high standards of quality and adaptability as we did under the old brand,” she says. “Our goal is for Safresco to be recognised in Asia for the same quality as before.”
As well as strengthening its presence in China’s retail sector, Arévalo sees strong potential for the company to develop the Indian and Bangladeshi markets, where the expansion of the middle class is driving demand for fresh citrus in the off-season. “In India, we are actively promoting the mandarin category in the retail sector to increase demand throughout the year,” she says.
At the same time, Safresco is working hard to consolidate its supply during the Southern Hemisphere season both through the establishment of strategic alliances with growers in South Africa and Peru and by testing new varieties to enable it to tailor its offer to the demands of its customers.
In South Africa, for example, it has 500ha of citrus trees less than five years old, and 400ha of covered production of Nadorcott and late navels, with plans to expand to 700ha. “We’re looking at a significant increase in supply as these trees mature, plus the covered production will allow us to improve quality and yield going forward,” Arévalo says.
In Peru, Safresco is investing in new table grape varieties more aligned to market demand, as well as expanding its avocado production and broadening its offer with the incorporation of pomelos, limes, Minneolas, clementines and pomegranates sourced from strategic partners.
Being part of Citri&Co also gives Safresco access to a much wider assortment of produce and it now handles significant volumes of melons, watermelons and stonefruit.
“Our extensive experience and track record in consolidated markets like Europe and the US allows us to adapt our supply model to retailers and wholesalers, adjusting to the particularities of the Asian market,” Arévalo says.
