After years of steady growth and further specialization, Fruit Market International (FMI) is taking a notable next step: as of September 26, the company will continue under the name Sour Supplier by FMI. This name change not only introduces a fresh visual identity but also defines a sharper and more distinctive profile within the fresh produce sector.
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"'Sour' naturally refers to our key products – limes, lemons, ginger, and turmeric – but also to our way of working: sharp, fresh, and focused," says Peter Bouman. "Sour is often seen as something negative, but we turn that around. It stands for health, less sugar, and positive energy. Sour makes us happy."
Courage, growth, and a clear vision
The decision for a new name is not a farewell, but a conscious step forward. With Sour Supplier by FMI, the company embraces boldness and distinctiveness. While many brands look for safe, sweet associations, FMI embraces the outspoken strength of sour. The result is a brand with a fresh look, a touch of humor, and serious ambition – one that fits the dynamic fresh produce market and is reliable for both growers and customers.
Bouman continues: "Our clients know they can count on us for strong brands and excellent service. With this step, we are making that even clearer. Within the sour category, we want to strengthen our profile and positively surprise both producers and retailers." The new name reflects the growth the company has experienced and its ambition to continue building a future-oriented organization.
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Sour in name, fresh in character
For those wondering if anything will change within the team: absolutely not. The familiar faces remain the same. No new people, no mysterious reorganization – just a name that better reflects what FMI has always been.
Or as they put it themselves: "Still the same people, only now with a name that truly matches our character." In short: fresh in name, familiar in taste.
Official launch: ready for the future
The name change will officially launch on September 26, supported by a redesigned website and a targeted communication campaign. Customers, partners, and suppliers will be personally guided through the story behind the transformation.
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With Sour Supplier by FMI, the company takes a bold yet logical step forward. A future in which taste, specialization, and service are central – driven by The Power of SOUR.
© Sour SupplierFor more information:
Peter Bouman
Sour Supplier by FMI
Tel: +31 (0) 653702741
[email protected]
www.soursupplier.com