Paramount Citrus to expand distribution on Cutie clementines

10/12/2009 01:30:29 PM
Pamela Riemenschneider

ANAHEIM, Calif. — Delano, Calif.-based Paramount Citrus is expanding availability of its Cutie-brand clementines.

Ashley Martorana, director of marketing, said at the Produce Marketing Association Fresh Summit Oct. 2-5 that the brand is expanding to Texas, Seattle and Chicago in the coming season.

Cuties also assigned two-time Olympic gold medalist and world cup champion soccer player Joy Fawcett as its spokeswoman for the 2009-10 season. Fawcett not only will help deliver Cuties' message about healthy snacks and eating, but also about healthy coaching and sportsmanship habits.

The advertising campaign includes blog posts, promotional tour stops and social media components. Fawcett plans to update Facebook and post to Twitter at least a couple of times a week.

Martorana said Cuties plans to continue its bounce-back coupon program. Cuties showed an unprecedented 20% redemption rate.

"That's 15% higher than the industry average," she said.



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