US: South African Summer Citrus Promo in US DOD Commissaries
The demonstrations were part of a joint effort between fresh produce supplier Seald Sweet, the (South African) Western Cape Citrus Producers Forum, and the Military Produce Group to promote the product this summer in more than 80 of the Defense Commissary Agency's stores in the Eastern half of the United States.
The main goals of the events were multifaceted: 1) to educate commissary customers of the versatility, benefits and growing practices of fresh citrus from South Africa, 2) to inform the consumers of the seasonality of summer citrus which is available when domestic product is not in season and 3) to raise awareness of the Fisher House Foundation.
During the product demonstrations, samples of fresh South African navels and clementines were provided to customers along with product information, recipe cards, and promotional give-away items. A grower from South Africa attended each event and answered questions on products and growing operations, further explaining how the seasonality of the products compliments the availability of domestically grown citrus. Additionally, materials were displayed promoting Seald Sweet’s summer citrus fundraising program which benefits the Fisher House Foundation.
The Fisher House Foundation is a not-for-profit organization established to meet needs of wounded service members and their families beyond that normally provided by the Departments of Defense and Veterans Affairs by donating “comfort homes” built on the grounds of major military and VA medical centers. These homes enable family members to be close to a loved one during the hospitalization for an unexpected illness, disease, or injury. Funds contributed to Fisher House also provide scholarships for military members and dependents. Through special packaging developed for Seald Sweet’s summer citrus program, the company contributes proceeds from fresh citrus purchases to Fisher House.
“Our partnerships with our summer citrus growers have enabled us not only to continue to build this growing category but, through the Fisher House program, it has given us the opportunity to give back to those who selflessly defend our country,” said Kim Flores, Seald Sweet’s Marketing Manager. “We are excited to have this opportunity to think ‘out of the box’ and connect an import program to benefit an organization that benefits our US veterans and their families.”
Gray Vinson, account executive of for Seald Sweet’s military business adds, “During the past ten years of our summer citrus category growth, this is our fourth season promoting the Fisher House program. We look forward to the continued progress of our summer citrus and Fisher House programs.”
"We are delighted that Seald Sweet has donated to the Fisher House program for the past four years, based on sales of its citrus products through the military’s commissary system,” said Fisher House Foundation vice president Jim Weiskopf. “The donations from Seald Sweet have assisted the families of wounded service members as well as provide scholarship grants to their children.”
The South African Summer Citrus and Fisher House promotions will run through September in the eastern US commissaries.
For more information please visit www.summercitrus.com or www.fisherhouse.org.