GUILLEM EXPORT AND FRUIT TONO unify their corporate identity under the name ‘deterra’.
Guillem Export and Frutas Tono unify their corporate identity to create deterra. The new company consolidates all the fruit marketing businesses founded by the Guillem and Vercher families, which in recent years have successfully integrated Frutas Romu and Mugui. The result is the creation of a benchmark group in the market with an annual turnover of more than 200 million euros and more than 190 million kilos of fruit sold. These figures are the result of the direct management of 3,200 hectares in Andalusia, Murcia, Valencia and Tarragona and of having five production centres of their own, plus a logistics platform in Perpignan for distribution in France and the rest of the European market.
Deterra is made up of a team of more than 3,000 people, who since this summer have been working under the direction of Víctor Asensio as the new CEO. The founding partners and Grupo Atitlan have placed their trust in his professional career, with different responsibilities in the fresh produce production, marketing and distribution sector, to lead this new phase.
The group currently sells fruit in more than 31 countries, mostly citrus fruit, and aims to serve customers with more product categories (berries, avocados, grapes...) 365 days a year. To do this, it will extend its diversity of origins with more varieties and qualities to complement the service throughout the twelve months.
To meet this commitment with full guarantees for its clients, deterra controls the entire production process of the fruit it sells, from the field to the end consumer. At the same time, the company remains committed to quality, innovation and constant varietal development to meet new market demands.
Deterra will be present at stand 3D13 in the next edition of Fruit Attraction, which will take place from the 8th to the 10th of October in IFEMA Madrid, a perfect setting to present its new image and all the novelties of the campaign that has just begun.
For further information
Communication Contact:
Sol Almazán
marketing@deterraglobal.com
deterraglobal.com