Sun Pacific Shippers is continuing to represent Cuties-branded clementines and murcotts.
On May 20, the Pasadena, Calif.-based Sun Pacific stated it would remain the exclusive sales agent for the trademarked fruit.
“We now own the sole rights to the Cuties brand and will continue to be the exclusive source for the high quality Cuties brand mandarins that consumers have come to know and trust,” Berne Evans III, Sun Pacific’s chief executive officer, said in a news release.
Sun Pacific plans to continue to support the fruit with marketing support and plans to increase its supply, Evans said in the release.
In a separate news release May 20, Paramount Citrus officials said the sale of the trademark to Sun Pacific was a "strategic move" by the Delano, Calif., company and its Wonderful brands label.
The release from Paramount said the company "will end its joint venture with the commodity grower Sun Pacific this summer."
"It's important for us to control our own destiny and oversee all production, marketing and sales, so we can guarantee our customers the unsurpassed taste and quality they've grown to expect," said Paramount Citrus president David Krause in the release.
In eight years, the Cuties brand has experienced strong growth and has become one of the produce department’s most recognized and trusted brands, Evans said in the Sun Pacific release.
The fruit is helping significantly increase per-capita consumption that is driving the citrus category’s growth, Evans said in the release.
Sun Pacific is a grower and shipper of citrus, kiwi, grapes and tomatoes.