Company will be led by former Aldi España director Víctor Asensio and have around €200m in annual sales
Guillem Export and Frutas Tono, two family-run companies from Valencia which agreed to merge in July 2023, have unveiled their new combined corporate identity, Deterra.
In a statement, the companies said the merger would bring the two entities plus Tono subsidiaries Romu and Mugui under a single, unified brand.
“We are excited to announce that Guillem Export and Frutas Tono are unifying their corporate identity under a new name, Deterra,” the statement read. “This change represents an important step in our path to consolidation as one of the leading groups in the marketing of fresh fruit internationally.”
Deterra’s inaugural CEO has been named as Víctor Asensio, who was previously business unit director for fresh food at Aldi España. He has also worked in the past at Lidl, Carsol Fruit, SanLucar Group, and Difrutex Internacional.
The merged company said it will source a large range of products – including citrus, avocados, grapes, stonefruit, and persimmons – from various different origins and operate in 31 different countries.
It is expected to have a combined turnover of over €200m based on more than 190,000 tonnes of fruit sold.
