Dutch fresh produce company Fruitmasters has announced plans for a major reorganisation of its subsidiary Citronas following two years of upheaval which have seen the Rotterdam-based importer lose key personnel and scale back its operations significantly.
Citronas formed a working partnership with Fruitmasters in 2003, putting it in touch with a number of new customers particularly in the European retail trade, but in April 2008 a number of key account managers left the firm in order to help set up another importer, Vevici Fruit.
Dublin-based European fresh produce company Total Produce subsequently acquired Vevici and changed its name to Total Produce BV.
In the wake of the departure of several leading executives, Citronas' remaining commercial activities were transferred to Fruitmasters' head office, but according to Fruitmasters announcement this week, the results of that move were 'not satisfactory'.
As a result, Citronas is set to continue in a 'streamlined form', with Fruitmasters planning to collaborate even more closely on import activities with Münster Fruit Logistics and Indigo Fruit, two of Citronas' own subsidiaries.
'Through these measures, we are in a position to adapt efficiently to the demands and trends of our markets and production,' said a spokesperson for Fruitmasters.
