Major Italian fresh produce company GF Group is preparing to launch a new brand which calls to mind its 50-year history as a family-run business.
As reported on the Trasporto Europa website, the Fratelli Orsero brand is due to be unveiled shortly, part of a new marketing strategy the company is adopting following its recent decision to end a long-standing commercial relationship with tropical fruit supplier Fresh Del Monte.
Fratelli Orsero was the original name of GF Group's earliest incarnation, founded in 1961.
After nine years, the business was renamed Fruttital, a subsidiary which remains very much at the centre of GF Group's various operations spread around the Mediterranean basin.
The Fratelli Orsero brand is expected to be given its first major burst of promotion at next month's Fruit Logistica trade fair in Berlin, Germay, on 8-10 February.
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