Lemons and bergamot between youth and health: the novelty of Citrus

To see the (new?) potential of fresh fruit and vegetables, you need an equally fresh look. And the eyes of Marianna Palella, a 26-year-old entrepreneur who founded the company “Citrus L'orto italiano” in Cesena four years ago, are young enough. Just enough to rediscover and re-evaluate the properties and values ​​of citrus fruits, fruit and vegetables, such as, for example,
verdello (Sicilian summer lemon) and the bergamot.

“Bergamot has a special place in our range of references – says the CEO and founder of Citrus – Thanks to the collaboration with the Reggio Calabria Dop Protection Consortium, our four fruit nets arrive in supermarkets from October to March”.

Since the beginning Citrus has released the results of some research conducted by the University of Calabria on the potential beneficial effects of fresh bergamot juice which, consumed every day, reduces total blood cholesterol levels and has an effective anti-inflammatory action.

But, above all, in collaboration with the Umberto Veronesi Foundation, the Cesena company has communicated – and communicates – the health and prevention properties of fruit and vegetables. This is the case of the “Lemons for research” project: in three years Citrus has awarded 15 scholarships in nutrigenomics for a value of 450 million euros.

“We have always been at the Foundation's side, we are the exclusive partners of this important initiative – explains the young entrepreneur – We are all involved in raising funds to support scientific research, even the participating supermarkets which, year after year, increase. For each retina
purchased, are donated to Umberto Veronesi Foundation 40 cents: 20 donated by Citrus and 20 by super, hyper and discount stores hosting the initiative. This year the initiative will be held from 3 to 16 March. Science is important not only because it produces results, but because it generates values ​​such as truth and the consumer, through his purchase, can do well twice because
think about your own well-being and support scientific research with us”.

Said this way it seems simple, but spreading a message of positivity among the shelves of large-scale retail trade wasn't so obvious. Instead, thanks to careful planning and, also, a attractive packaging and innovative communication, the premium positioning arrived almost immediately.

“In an unbranded sector such as the fruit and vegetable sector, we are among the few companies that invest their revenues to implement brand policy and increase their reputation on the markets - explains Palella - We want to continue to seek consumer confidence both in traditional channels and through social media . A couple of years ago we asked the starred chef Davide Oldani to interpret bergamot for us and the result was a package with two fruits, a few bay leaves and a chef's recipe for making an infusion while keeping the essential oils intact". The origins and beneficial properties of bergamot could be read inside the well-finished packaging. “It's about our vitamins of positivity, the booklets that
they have now become our signature – concludes Marianna Palella -. Broccoli is also sold with a label bearing a positive message reminding buyers how important it is to love each other”.

Citrus closed 2018 with a 25% increase in turnover, which exceeded 6,3 million against 5,1 in the previous year and 4,4 in 2016. In short, the success it can be linked (also) to people's smiles. It is no coincidence that last year at the Positive business awards – created by the Palo Alto School to reward companies that have made happiness and trust a powerful growth stimulus – Citrus won in two categories: “Positive Business People – Successful Experience” (awarded to Paola Pappalardo, founder and general manager, Marianna's mother, ed) and “Positive Business Communication”, to Marianna Palella, for the communication campaign based on the strategy and the creative idea most capable of involving the public with a positive approach.