The Cibel brand has been around for 80 years and is synonymous with premium Spanish citrus. With four decades of experience in the fresh produce sector, Central Fruit's manager, William Willems, stresses how Cibel's consistent quality and leaf clementines, as its flagship product, distinguish it. "Constant volumes and quality, that's how, in a nutshell, we market ourselves with Cibel," he says.
Focus on Spanish citrus
Cibel's strength lies in partnering with Spanish supplier V. Ros, which operates in the top citrus regions like Andalusia, Valencia, and Murcia. That spread guarantees a stable supply, even in the face of setbacks such as the recent storms in Valencia. "If you work with one player and they get hit hard, your season is in danger. V. Ros always manages to source produce from different areas."
The right moment and quality
At Central Fruit, it is all about timing and quality. "You have to switch between varieties in time to provide optimum quality," says William. Parameters such as Brix value, juice content, and pith are strictly controlled. Presentation is vital, too. "Nothing guarantees fresher than a leaf clementine."
New flavors and varieties
Along with traditional varieties, Cibel also offers exclusive products such as Cara Cara, pink-fleshed oranges, and Chocolate Oranges, a niche product with, well, chocolate-colored flesh. They only carry these products for a short time, which underscores their exclusivity.
Cycling sponsorship as an investment
Cibel will add to its brand awareness with a cycling sponsorship. Starting in 2025, Cibel Clementines will be the new name sponsor of the Pauwels-Bingoal Cycling Team. "It wasn't cheap," William admits, "but we're sure it will highlight our brand."
Spain remains a favorite
Despite competition from countries like Turkey and Egypt, Spain remains an essential supplier for Belgium. "Belgium loves Spanish products," William concludes. In addition to Cibel, Central Fruit offers Cebon. This brand specializes in bananas and French stone fruit.
Cibel
+32 2 242 62 00
[email protected]
www.cibel.be