Sunkist Growers is primed for the return of the California citrus season with category insights, new sales strategies and shopper-marketing and merchandising programs to help drive the category. Farmer-owned and grown by generations, the cooperative has a steady supply across 40 conventional and organic citrus varieties, including oranges, lemons, mandarins, grapefruit, tangerines and tangelos.
Sunkist also recently appointed Jamie Sells as vice president of sales. “I’m pumped to join an organization with the experience and caliber of our existing sales staff as well as the privilege to represent an organization with such a deep-rooted legacy in produce,” said Sells.
“With over three decades dedicated to fresh produce, Jamie’s deep understanding of our industry will be instrumental in shaping our sales strategy and driving revenue growth for our family of farmers,” said Christian Harris, chief operating officer.
Following its 130th milestone season, the fresh-citrus cooperative is continuing its legacy of unveiling innovative shopper-marketing programs with fact-based recommendations at the ready. At IFPA 2023 in Anaheim, Sunkist is geared to remind shoppers and retailers alike why they should continue to go with the grove.
The cooperative has created a new commercial spot to pay homage to its milestone anniversary season.
“We have continued to customize our toolkit based on real-time consumer feedback to help retail partners meet their store goals and improve the overall shopping experience,” says Cassie Howard, senior director of category management and marketing. A recent Sunkist-commissioned study revealed when consumers were asked what advertisements incentivized direct citrus purchases, over 50 percent of shoppers prioritized recipe inspiration. “Our interactive point-of-sale (POS) materials are available for every variety within our portfolio, along with data-driven pack sizes, limited-edition cartons and interchangeable bin header and header cards that illustrate innovative ways for retailers to integrate citrus during key promotional periods to drive sales.”
The cooperative has created a new commercial spot to pay homage to its milestone anniversary season. The new streaming commercial highlights the nostalgia and shared pastimes when enjoying a Sunkist orange, and viewers are given a glimpse into a real California citrus grove.
“The commercial also touches on two key purchase motivators recent data reveals with increased consumer interest in knowing where food comes from, and how it’s grown/picked,” adds Howard. “Sparking joy can be a real purchase motivator and with consumers spending increasing amounts of time online these days.”
IFPA Global Show attendees can visit the Peel Good Citrus® Sunkist booth (#2039), which will feature a cooking demonstration and a sampling of Grapefruit Croissants, Lemon Béchamel and Fennel Brioche, along with orange-infused tea. Sunkist will also host a virtual reality experience that transports attendees into a California citrus grove to be immersed and learn how citrus is picked, washed, sorted, packed and shipped.
For more information:
Garrett Stolz
Sunkist Growers
Tel (+1) 661.290.8772
gstolz@sunkistgrowers.com
www.sunkistgrowers.com