- new citra indonesia

Why Our Products Last 12 Months Without Preservatives?

The secret lies in Advanced Retort Sterilization Technology.

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Vacuum Sealing

Removing air to stop oxidation.

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High Heat (121°C)

Heating to 121°C eliminates all bacteria.

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High Pressure

High pressure softens bones instantly.

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Commercial Sterility

Safe for 12 months without preservatives.

⚠️ The Risks of Traditional Methods

Growth of Pathogen Bacteria.
Risk of Botulism.
Spoilage During Shipping.

✅ The New Citra Standard

Validated Retort Machine.
BPOM & HACCP Certified.
Lab Tested for Safety.

Building a Legacy Since 1990

Sari Noviani

Founder & CEO

Irawan Widodo

Co-Founder & COO

Our journey began with Citra Semarang, a humble family business established by our parents in 1990. For decades, it served as a learning ground where we mastered the art of processing authentic Soft-boned Milkfish (Bandeng Duri Lunak).

In 2009, a new chapter unfolded. As a married couple, Sari Noviani and Irawan Widodo decided to establish CV New Citra. We carry the torch of our parents’ legacy but with a grander vision: to bring traditional Indonesian flavors to the global stage.

Today, New Citra is not just a food producer; we are a food technology company. We strictly uphold our history by using 100% natural spices, while embracing the future through advanced Retort Sterilization Technology. This ensures that the heritage taste of Semarang can be enjoyed safely anywhere in the world

Perjalanan kami bermula dari Citra Semarang, sebuah usaha keluarga yang dirintis oleh orang tua kami pada tahun 1990. Selama puluhan tahun, tempat inilah yang mengajarkan kami nilai-nilai ketekunan dalam mengolah Bandeng Duri Lunak dengan cita rasa otentik.

Pada tahun 2009, lembaran baru dimulai. Kami, Sari Noviani dan Irawan Widodo, mendirikan CV New Citra. Kami membawa semangat sejarah Citra Semarang, namun dengan visi yang lebih besar: mengangkat cita rasa nusantara ke panggung dunia.

Kini, New Citra memadukan resep warisan leluhur dengan teknologi pangan modern. Kami tetap setia menggunakan rempah alami tanpa pengawet buatan, namun berinovasi dengan Teknologi Sterilisasi Retort. Ini adalah komitmen kami untuk memastikan cita rasa legendaris Semarang dapat dinikmati dengan aman dan higienis oleh keluarga di seluruh dunia.

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Our Vision

To be a leading global food manufacturer that prioritizes traditional flavors and high hygiene standards.

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Our Mission

Developing healthy, preservative-free products through innovation and empowering the local community.

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Quality First

Strict Quality Control (QC) protocols at every stage, ensuring export-ready consistency and safety.

Preserving Authentic Flavors

We refuse to compromise on taste. Unlike mass-produced food, we stick to traditional recipes using 100% natural spices like Turmeric, Galangal, and Candle Nut.

Zero Chemical Preservatives

Health is our priority. Thanks to Retort Technology, we eliminate the need for artificial preservatives, making our products safe for children and the elderly.