Sumo Citrus® really popular on Instagram

Instagram seems to be deeply in love with the #sumoorange hashtag. For some, the orange, pomelo and mandarin hybrids even inspire poetry. To these, Sumo Citrus is "heaven in a fruit" (via Instagram).

According to CNN, Suntreat sold $62 million worth of the fruit last year, gaining what had been dubbed ‘a cult following’. What else is behind the citrus hybrid's startling popularity?

Maybe it's the fruit’s weird origin story. According to the Los Angeles Times, in Japan Sumo Citrus are called ‘Dekopon’, and in times gone by they were smuggled into the United States by a Japanese religious and farming cult. Suntreat did it legally, but it kept its operations a closely-guarded secret.

Or maybe it's the fact that the Sumo Citrus is probably ‘the world's most pampered fruit. Because harvesting a Dekopon is tremendously labor-intensive. Each individual Sumo Citrus is hand-picked and carefully pallet-packed so as not to bruise the fruit's incredibly delicate skin.



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