In terms of weather, California citrus growers are reflecting on a positive citrus season. "No significant weather issues were reported," says Daniel Rodriguez with Heavenly Citrus, grower, packer and shipper of oranges, mandarins, and lemons. "We experienced a few days of rain, delaying harvest. However, the rain had a positive impact on the fruit and didn't cause any damage."
Navel oranges
It's the first week of May and supplies on Navel oranges are currently extremely low. "Within a month, we are projecting near-zero availability as the final harvest of the season will start this Friday, May 2." Limited supplies are expected to last until the last week of May or the first week of June.
Valencia oranges
Supply of Valencia oranges on the other hand is abundant. "However, sugar levels aren't quite there yet. It may take about four more weeks for sugar to be at optimal levels," Rodriguez shared. The majority of sizes range between 113s and 168s, so they are on the smaller side.
Demand for oranges is strong, which is the result of a decline in Navel orange supplies as well as limited availability for sweet and large size Valencia oranges. This is causing prices to steadily increase and show a significant upward trend.
© Heavenly Citrus
Mandarins
Availability of mandarins is even better, but the quality has started to decline, and demand is steady as a result. "Experienced growers who add the right nutrients will be able to hold until the end of May. Less experienced growers on the other hand will see their fruit decline in the coming weeks," Rodriguez commented. The decline in quality and availability results in mandarin prices gradually increasing in the weeks leading up to the season's conclusion.
Lemons
The update on lemons is less optimistic. While most fruit is available in District 1, the quality has dramatically declined, and pricing has been depressed since early December. "Low prices are the result of competition from imports, impact the market value. Lower quality in combination with low prices is resulting in suppliers selling at or below breakeven prices. Consequently, many growers are in a situation where they are opting to leave fruit on the tree to fall on its own or send it to juicing facilities."
© Heavenly Citrus
Competition from other regions
While this time of year is a favorable window for California with relatively low competition from other citrus growing regions in the world, the situation was different earlier in the year. "In January and February, Morocco presented significant competition, impacting the sales of lemons and mandarins by saturating port markets." Heavenly Citrus strictly grows citrus in California with distribution in the domestic market, spanning from California to the Midwest, the East Coast, and Mid-South regions.
Summer campaign
Rodriguez is thrilled to announce Heavenly's summer citrus campaign, "Unleash your Creativity," which has been designed to inspire consumers enhancing their eating experiences with the vibrant flavors of late summer harvest. "This summer season, we are proudly supplying premium late summer Navel oranges, juicy Valencias, and lemons and are excited to showcase their versatility. Additionally, we will continue to offer our high-quality mandarins through the end of May." Through this campaign, the company aims to unlock a burst of creativity through branding and storytelling on its online platforms and packages. "We believe citrus can be a catalyst for culinary exploration and joyful moments throughout the summer months."
© Heavenly Citrus
AI
Internally, Heavenly Citrus is strategically integrating advanced Artificial Intelligence (AI) across its operations, spanning from optimizing farming practices to enhancing marketing strategies. "As a dynamic team, we are committed to making a significant difference and positioning ourselves at the forefront of the citrus branding space as we embrace a new era of innovation and consumer engagement. We are confident that our dedication to quality and our forward-thinking approach, powered by AI, will allow us to connect with consumers in new and meaningful ways."
For more information:
Daniel Rodriguez
Heavenly Citrus
Tel: (+1) 661-474-7488
[email protected]
