Sun Pacific buys Cuties brand, breaks ties with Paramount Citrus

05/21/2013 04:35:00 PM
Coral Beach

Cuties California ClementinesAfter a more than a decade of collaboration culminating with 95 million boxes of clementines shipped in 2012-13, Sun Pacific and Paramount Citrus are parting ways.

Sun Pacific is walking away with the Cuties trademark and Paramount again has complete control of its fruit.

Both California companies issued news releases May 20 on the split, but neither disclosed the purchase price for the Cuties brand and trademark. Barney Evans, vice president for sales for Sun Pacific, said the companies had been in negotiations for about a month.

In the Pasadena, Calif.-based Sun Pacific release, chief executive officer Berne Evans focused on his company now having the exclusive rights to the Cuties brand. It was coined in 2001 and owned equally by the two companies until the May 20 announcement.

Delano, Calif.-based Paramount Citrus plans to focus on branding clementines under the “Wonderful” label, said president David Krause. He said the company controls a majority of the California clementine crop, which it will market under the Wonderful brand along with pistachios, almonds and pomegranate juice.

Officials with both companies said they expect all the details of the separation to be complete within months. They also said the sale of the Cuties trademark and the separation of the companies’ clementine operations were a private business matter and not the result of a court order or arbitration agreement.

Paramount CitrusMoving forward

Krause said Paramount is now in a mutually exclusive relationship with Fowler Packing, Fresno, Calif.

“We each have our own land and packing facilities (in Delano, Calif., and Fresno).” Krause said. “We will handle the sales and marketing for all the (clementines) for Fowler and Paramount and distribute proceeds back to each company.”

Krause said Paramount has about 14,000 acres of clementines in California, but they are not all producing fruit yet. The youngest trees are expected to be bearing marketable fruit in five years. Krause said by then Paramount will be producing twice the volume of clementines it is now.

Between Paramount and Fowler acres, Krause said he expects the joint venture to pack about 70 million 5-pound boxes of the easy-peel citrus in the 2013-14 season.

Barney Evans declined to specify how many clementine acres the company has, but he said Sun Pacific will continue relationships it has with other growers during the 2013-14 season. Evans said Sun Pacific will pack at facilities in Maricopa, Calif., and Tulare, Calif.


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lisa davidson    
springtown tx  |  February, 03, 2014 at 06:04 AM

I don't think that the hallo oranges taste as good as the cutie oranges. They are not as sweet and don't peel as easy. They leave the white on the orange. I want my cuties!!!!!!!!!!!

Deanna Daves    
May, 19, 2014 at 03:43 PM

Sun Pacific only carries the name and not the fruit. The fruit carried by Halos is still the same but different name.

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