While some leaders reduce ethics and environmental commitments to symbolic gestures, Federico Baldi embraces them as guiding principles in action. As Chief Revenue Officer at Citrefine International Limited, he is proving that sustainability and integrity can drive real progress. Every decision he makes is a step towards a healthier, safer future.
Citrefine International Limited is a leader and trusted partner in the production of naturally sourced insect repellent products that are both effective and safe for consumers and the planet. Federico points out that the entire company is united by a core belief that a natural, plant-based, sustainable ingredient like Citriodiol® can outperform the synthetic alternatives the market has relied on for decades. He sees his job as translating that powerful truth across borders.
Realizing the Power of Communication
Since a young age, Federico has been guided by curiosity. What began as a fascination with languages and cultures soon grew into a passion for uncovering the ways they shape how people think, connect, and see the world beyond superficial stereotypes. This curiosity naturally led him to explore the world. He began to travel, live abroad, and learn new languages, which eventually set him on the path to a career in international business. There, he discovered the real challenge lies in seeing through the layers of interaction to understand what people truly value.
“I soon realised how powerful communication is,” Federico says. “It can elevate a product beyond its features and turn innovation into something people trust.” This passion for communication is what prepared him for his mission at Citrefine, which he joined after gaining extensive experience through various roles in international sales and business development.
From Sales & Marketing Management to Strategic Leadership
Citrefine manufactures Citriodiol®, a natural insect repellent ingredient steam-distilled from the oil of the Eucalyptus citriodora tree. “At Citrefine, we position Citriodiol® not just as an ingredient, but as the new standard in a competitive, sustainability-conscious marketplace,” Federico notes.
When he joined the company in April 2019, he focused on strengthening global sales and building brand awareness for Citriodiol®. He began streamlining the company’s strategy to focus on what truly mattered to both businesses and consumers. According to Federico, as the global demand for authentic, natural products grew, so too did Citrefine’s mission.
Soon, his role expanded from sales and marketing management to strategic leadership. He is now responsible for driving market development, cultivating high-impact partnerships, and keeping their sustainability story at the forefront of industry and consumer conversations.
“Today, I lead a team responsible for proving that ‘natural’ and ‘effective’ are not a compromise,” Federico says.
Expansion of Citriodiol® ‘s Range of applications
One of the achievements Federico is most proud of is the significant expansion of Citriodiol®’s applications. He notes that Citrefine has been instrumental in creating and supporting partnerships to expand the use of Citriodiol®, also known as Oil of Lemon Eucalyptus or EC Oil, beyond just on-skin products. Today, it is trusted not only in topical repellents but also in a growing range of applications, such as liquid diffusers, candles, on-fabric repellents, and even pet products.
“This is revolutionary because it proves that nature’s own technology is just as versatile and powerful as synthetic alternatives,” Federico points out. “I am convinced that within the next three years, you will see Citriodiol® in a much wider spectrum of uses, setting a new standard for what a plant-based active can achieve.” This is his personal purpose, as well as the collective vision of the whole team at Citrefine.
The Challenge: Philosophical in Nature
One of the biggest challenges Federico faced was philosophical in nature. For decades, the insect repellent market had depended on familiar synthetic ingredients, and shifting that deeply rooted mindset within insect repellents manufacturers was no easy task. At the same time, consumers were becoming more conscious and vocal, seeking natural yet effective ways to protect themselves — a demand that signalled the industry should have been ready for change. The mission required competing head-to-head with established solutions and educating both consumers and companies that a credible, effective natural choice existed.
“Meeting that challenge required more than a sales pitch; it demanded an educational mission and a team effort.” The deep knowledge of Citrefine’s Regulatory and Technical teams was a key factor, combined with investments in powerful marketing resources like their B2B and consumer portals, citrefine.com and citriodiol.com. The passion of the entire team has ensured that businesses and consumers worldwide now recognize the value of their active substance, a testament to the company’s vision of “Unlocking Nature’s Potential to Protect People and Our Planet.”
Staying Ahead of Market Trends
To maintain its leading position, Citrefine stays ahead by listening closely and leveraging expertise across its regulatory, technical, operational, and commercial teams.
For example, Citrefine conducts consumer polls and invests heavily in scientific R&D. That gives them valuable insights into what people want and how regulatory and scientific landscapes are evolving. “For us, innovation goes beyond developing new formulations in the lab,” Federico says. “It is a deeply collaborative process.” A core part of their strategy is working closely with their partners to support their new product developments.
In addition to providing in-depth research, they share the story behind their activities and offer regulatory guidance at every step. Federico explains that this ensures they can bring effective, compliant, and innovative products to market with confidence.
“Guided by our knowledge and aspirations,” he adds, “we support our customers to bring ethically minded, effective, plant-based insect repellent products to the global market.”
Balancing Commercial Goals and Ethical, Environmental Commitments
Commercial goals and environmental ethics are not competing interests at Citrefine. In fact, according to Federico, their ethical and environmental commitments are part of their commercial strategy. For them, long-term success always outweighs short-term gain. So, any decision that could compromise their values is, by definition, a bad business decision.
“In the long run, the trust of our partners and the families who use our products is our most valuable asset,” Federico says. “That integrity is what keeps us competitive and forms the foundation of our success.”
Strategic Leadership and Operational Involvement
Federico leads with transparency and presence. In order to stay closely connected to the operational side, he listens carefully to customer feedback. To him, this often provides the earliest insights into market and consumer trends. At the same time, he dedicates space to long-term strategy, translating challenges into their next innovations.
Federico explains that maintaining this balance ensures that their strategic vision for Citriodiol® stays relevant and impactful. “Equally important is our commitment to agility and open-mindedness,” he points out. They do not hesitate to acknowledge that some projects may not succeed, and they are quick to recognize when it is time to pivot. As Federico and his team stay attuned to the market and adapt quickly, they are able to maximize their potential to make a meaningful impact.
“Throughout it all, the whole Citrefine team remains a place where passion meets purpose, driving ideas forward with energy, dedication, and focus,” Federico says.
Work-Life Balance
Federico makes a conscious effort to delegate. “For that, I am incredibly grateful to my team and colleagues at Citrefine,” he says. Because of this strong, capable team, he is able to maintain a balance between work and personal life.
Also, Citrefine “genuinely” values work-life balance. According to Federico, it allows him to focus where he can add the most value, while also giving him the space to recharge and time to dedicate to his family.
“I am particularly thankful to our Executive Chairman, Jacqueline Watson, for her exceptional industry expertise and for fostering a culture that truly prioritises work-life balance for all employees,” Federico says. “Equally important, working for a company whose values mirror my own makes finding this balance feel effortless.”
He believes that works itself becomes more meaningful when one’s professional purpose is to champion safer, more sustainable choices for families worldwide, offering them a product they would trust with their loved ones.
Motivating Team with Clarity and Honesty
Clarity and honesty are the two hallmarks of Federico’s leadership. He believes they are especially vital for a small but global company like Citrefine. Those same traits help him motivate his team who, thanks to his leadership, are able to understand the “why” behind the company’s mission and vision.
“Our ‘why’ is powerful,” Federico says. “We are displacing older, synthetic technologies with something better and safer.” He frequently reminds his team that every challenge they face is an opportunity to improve their expertise, educate the market, and reinforce their credibility. And, most importantly, he makes sure to celebrate their successes.
“Every new partnership, every new market and every positive customer review is a victory for our shared mission, and that recognition fuels our resilience,” Federico says.
Influencing the Future Product Developers
Citrefine is a “proof point” that there is no need to compromise. At a global scale, the company is showing that a “natural, ethically sourced product” can be a “safe, effective, and commercially successful leader” in its category, according to Federico. He believes they are proving that natural and effective can coexist, and it is setting a standard that dismantles old excuses.
“My hope is that future product developers will see that the most powerful innovations are those that are safe for people and the planet,” Federico says.
Advice for Aspiring Leaders
Federico advises young aspiring leaders to remain relentlessly curious and adaptable, reminding them never to take things at face value but to seek deeper understanding. He encourages them to look beyond the commercial side of the business. Instead of that, “immerse yourself in the technical and regulatory dimensions that protect a product’s integrity,” he says.
According to him, in their industry, true leaders are those who can speak with authenticity about both profit and provenance. He points out that Citrefine’s leaders have built strong partnerships and close collaboration with suppliers across the globe, and they ensure that their values are upheld at every stage of the supply chain.
Federico also tells young professionals to give importance to sustainability and not treat it as a side conversation. He highlights that it is the defining standard of credible leadership and the driving force shaping the future of this industry. “And above all, never treat ethics as an afterthought,” Federico says. “As Marcus Aurelius, the Roman emperor and philosopher, reminded us: ‘If it is not right, do not do it; if it is not true, do not say it’.”
The Legacy: Meaningful and Lasting Contribution
Since joining Citrefine more than six years ago, Federico has seen its remarkable growth in scale, global reach, and talent. He is committed to sustaining that momentum. He hopes his legacy will be one that truly matters, such as showing that a natural product like Citriodiol® can redefine standards in an industry long shaped by synthetics.
“If I can help strengthen Citrefine’s reputation as a trusted innovator, expand our global presence, and inspire the next generation of leaders to embrace a model that balances profit with responsibility,” Federico says, “I will know I have made a meaningful and lasting contribution.”
What Is Success?
For Federico, the most meaningful metric, personally and professionally, is “trust”. He describes this as the trust of those who rely on him in private life. At Citrefine, it is the trust of families who choose a safer, plant-based repellent for their children, along with the trust of their partners who depend on Citriodiol® to deliver performance without compromise. “To us, success is proving that ‘Nature Works’,” Federico says.
“It is showing the world that sustainability and integrity can drive real progress,” he adds. “It’s not just about strong commercial results, but about inspiring change every time someone chooses our natural, ethical solutions over synthetic alternatives.”
