The transition from Halfrut to Halfresh

Our brand has long been known as Halfrut. Why change it now?

Some time ago, at Tecnoval Mecanizados, we launched a new project: to manufacture machines that would enhance safety and improve productivity in the food industry, focusing primarily on supermarkets and large retail stores.

From that idea, our F450 machine was born, followed by the F450Pro, and that’s when the need arose to create a name for the brand of slicers: Halfrut. An English play on words combining “Half” and “Fruit.”  

Over time, we’ve expanded our horizons; our drive for innovation has led us to develop solutions for other sectors, such as cheese, and more recently, a machine for making nut butter. This is when the question arose: Does the brand image encompass everything we do and our future prospects?

So we began the brand rebranding to Halfresh: we offer solutions for all types of fresh products. We chose orange as the main color, although depending on the sector, “fresh” changes color (e.g., vegetables and fruits are green).

Why orange? It’s a versatile color that can adapt to different subsectors. It also conveys energy, industry, and modernity.

Now that you know a little more about our history, what do you think of the new rebranding?