Recent developments at French apple company Pomanjou Group, including the addition of two cooperatives in Comimpex and Les Vergers Launay, have inspired the firm to re-examine its identity.
Today, the companyboasts six commercialsubsidiaries (Cardell, Pomanjou International, DSA, Pominter, Comimpex, andVergers Launay), distributed throughout France in the country’s three principle apple growing regions.
“The company is evolving and has newambitions for the near future,” said the group’s Arnaud de Puineuf. “To this end, we have to make sure that the relationship between Pomanjou Group and itssubsidiaries is veryclear to allow us tostructure our different brands, andrationalise ourcommunication. A new identity will allow us to rethink theendorsement system of today’s and tomorrow’s subsidiaries.”
In deciding on a new identity, the company’s aim was to choose one that was independent and carried no strong geographical connotation, while still exuding its core values and commitments.
“This will allow us to develop and communicate a lot more clearly since there won’t be anyconfusion between the group andone of our subsidiaries,” said de Puineuf.
The group finally came up with the combinative name Innatis, standing for innovation, nature and tradition, with an open ending that reflects the unknown possibilities that lie ahead.
“Innatis reflectsour core values: innovating with nature to grow fruit with dedication,” explained de Puineuf. “Due to our strong presence overseas, this name had to be modern, understandable in most languages, easy topronounce and able to grasp the link between thename and our values. Our tagline is‘Fruit grown withdedication’, which underlines the importance of the men and women who commit so much time and effort to growing our fruit, and carrying on thepioneering spirit to innovate every day with the help ofnature.”
