PARAMOUNT CITRUS: Los Angeles-based Paramount Citrus is wrapping up a successful first season under the Halos brand, and chief executive officer David Krause says the company plans big investments in citrus in the next season. The company plans another $20 million ad campaign next season for Wonderful Halos. “This season we went from zero to 61% consumer brand recognition,” he says. The company’s Texas grapefruit program, the Sweet Scarlett, also is poised for a national rollout after a trial first season of promotions in the Midwest, Krause says. Paramount Citrus plans to leverage its resources to put forward a strong promotion for the grapefruit, he says.
By Pamela Riemenschneider