In addition to the traditional holiday push, Texas citrus growers and shippers are working to make January and February important citrus promotional months as well.

“We like to suggest big promotions in January,” said Trent Bishop, vice president of sales for Lone Star Citrus Growers, Mission, Texas.

“A lot of people are on New Year’s resolution diets, and that’s really when the taste and quality are second to none,” he said.

Bishop added that most retailers agree January is a good time to promote citrus, but Bishop said he would continue to spread the idea that after the holidays is the best time to promote.

“I think they will find that the consumer will be pretty open in the month of January,” he said.

Others are picking up on the trend as well.

Eleisha Ensign, executive director of TexaSweet Citrus Marketing, Inc., said TexaSweet plans a large in-store demonstration program for January and February in Chicago, Seattle, Salt Lake City, Detroit, and Portland, Ore.

Those events will be held at the beginning of the year to coordinate with National Grapefruit Month, celebrated in February.

Of course, it isn’t just January that can have hidden potential. Some companies say the time between Christmas and New Year’s Eve is a popular time to promote.

“Actually, the week between Christmas and New Year’s is when we see a lot of promotions,” said Alex Flores, vice president, Mex Flores Produce, Houston.