Wawona Packing, Moonlight join Cuties cooperative - The Packer

Wawona Packing, Moonlight join Cuties cooperative

05/28/2013 04:01:00 PM
Mike Hornick

A week after Sun Pacific Marketing Cooperative Inc. announced its acquisition of the Cuties trademark and the end of its partnership with Paramount Citrus, Wawona Packing Co. and Moonlight Companies LLC have joined the Cuties Cooperative.

The two companies grow, pack and ship citrus and other fruit.

“Adding Moonlight and Wawona to the Cuties Cooperative was the next logical step in bolstering the supply, service and merchandising support to our growing customer base,” Sun Pacific chief executive officer Berne Evans III said in a news release.

Moonlight Cos. is based in Reedley, Calif., and Wawona Packing is in Cutler, Calif.

The Cuties trademark on clementines and mandarins originated in 2001. It was owned equally by Sun Pacific and Paramount Citrus until about May 20, acquired for an undisclosed price.

Last fall, the American Arbitration Association declared Sun Pacific would have exclusive rights to the Cuties brand through the end of the 2013-14 season. Paramount’s owner, Stewart Resnick, had filed a trademark infringement suit against Sun Pacific subsidiary Califia Juice LP after it developed Cuties juice products.

In the 2012-13 season, 95 million boxes of clementines were shipped by Sun Pacific and Paramount Citrus.

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DC  |  May, 29, 2013 at 09:36 AM

I'm not an industry person but just wanted to say that "Cuties" are my kids Clementine brand of choice. In fact, they ask for Cuties by name now. The last few years they asked for "clementines," but for some reason this year the Cutie brand name has stuck with them, and that's all they ask for now.

Central Valley  |  May, 31, 2013 at 01:01 PM

Now that's good Marketing!

R Henry    
LA, CA  |  June, 10, 2013 at 10:17 AM

Now that it has been decided that produce must be endowed with kid friendly names....let's get busy on broccoli, cauliflower, and brussels sprouts.... Hey marketing people...up to the challenge?

Citrus mama    
USA  |  December, 31, 2013 at 10:30 AM

Sun Pacific can keep the name Cuties, but customers will soon trust Wonderful Paramount Clementine "Halos." In a few years it will be the product that prevails, regardless of the brand name.

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