Lakeland, Fla.-based Publix Super Markets picked up the Tasti-Lee about two years ago and now sells it in more than 1,000 stores. The variety may carry a premium price, but consumers apparently don’t mind paying for it.
LoBue Citrus, Lindsay, Calif., also has gained a following with its Heritage Reserve program that features an old-line Washington navel variety.
The oranges come from trees that are at least 50 years old, said Robert LoBue, farm manager and co-owner.
LoBue Citrus markets the fruit through a limited number of retailers, who have seen great consumer response.
On a recent visit to one of the Heritage Reserve groves with LoBue, I found out why the navels were so special. After sampling a few pieces, my taste buds were spoiled with intense orange flavor, natural sweetness and loads of juice.
Tastes like success to me.
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