Refresh reflects company’s expanded product offering and increased market penetration
Genesis Fresh, part of the AMFresh Group, has unveiled its new corporate identity, reflecting its expanded product offering and increased market penetration.
In recent years Genesis Fresh has expanded from traditional offerings to include more diverse categories such as berries, exotics, and a wider range of citrus and pomegranate varieties. It has also strengthened its presence in strategic markets including North America, Latin America, Africa, Australia and across Europe.
CEO David Alba commented: “Our refreshed identity is a bold step forward. It symbolises our growth and our unwavering dedication to pushing the boundaries of agricultural breeding. With this new phase, Genesis Fresh is set to revolutionise its varietal offerings in the short term, ensuring that our unique network of leading breeders and growers continues to expand globally”.
Highlighting Genesis Fresh’s “remarkable” growth trajectory, Alvaro Muñoz, CEO of AMFresh, said: “With more categories, more markets, and more brands under our belt, we are shaping the future of agriculture, particularly in the fruit industry. Our enhanced capabilities allow us to meet and exceed the evolving demands of our global customers”.
Genesis Fresh said its new identity reflected its ongoing focus on quality, health and sustainability through the development of new plant varieties that offer higher productivity, natural disease resistance and climate resilience. In recent years it has launched a number of consumer brands in a bid to deliver added value for its proprietary varieties.
Andre Russow, general manager of Genesis Fresh in South Africa, said: “As we expand into new territories, our focus remains on delivering superior and sustainable new plant varieties that are both innovative and aligned with consumer preferences worldwide”.
Patricia Sagarminaga, global director of marketing and communications, added: “The new Genesis Fresh is about more than just exceptional products; it’s about creating a robust ecosystem that supports and amplifies our global operations. Our brands are set to captivate and inspire healthier choices, marking a new era of consumer engagement and satisfaction”.
