Argentina-based citrus company San Miguel aims to position itself as a "global citrus expert" with the help of a new logo and marketing approach, highlighting its 60 years of experience and production in other parts of the Southern Hemisphere such as Uruguay and South Africa.

In a release, the company said its new logo was larger and had a more modern look, with softer curves and a lighter green color that favored contrast and visibility.

San Miguel added the "global citrus expert" motto, written as "Experto global en cítricos" in Spanish, was chosen as even though the compoany is known for its lemons it continues to expand its horizons within the fresh and processed citrus category.

"This innovation aims not only to update the logo for the current market, but above all to emphasize San Miguel's positioning as the ideal partner for clients and growers around the world who want to maximize their potential together with a "global citrus expert".

As one of 16 Argentine companies that export under the All Lemon quality seal, San Miguel is a market leader with 7,500 hectares of plantations across three countries.

Aside from its fresh and industrial lemon business, the company has been in the sweet citrus game since 2000 when it embarked on an ambitious expansion plan for mandarins, oranges and grapefruit.

The company now has more than 7,000 employees.

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