Sunkist adds grower, plans move, promotions

10/24/2013 04:14:00 PM
Tom Burfield

Courtesy Sunkist Growers Inc.Sunkist Growers Inc., Sherman Oaks, Calif., will offer retailers decorative holiday and Lunar New Year 10-pound cartons for navel oranges to capitalize on seasonal consumer excitement surrounding the holidays and Lunar New Year, says Joan Wickham, advertising and public relations manager.Sherman Oaks, Calif.-based Sunkist Growers Inc. has added another major grower, has arranged a marketing deal with a Florida firm and has scheduled a number of promotional activities for this fall.

The company also plans to move to a new headquarters.

The 120-year-old citrus marketing cooperative acquired a building in Valencia, Calif., which is about 30 miles north of its present headquarters, said Joan Wickham, manager of advertising and public relations.

“The building is located nearer to Sunkist’s multiple growing areas and will allow the company to keep its current employee group intact,” she said.

The move was “part of efforts to focus attention and resources on our core business of marketing our growers’ fruit,” she said.

Sunkist has not yet set a date for the move, but the cooperative has a 30-month lease on its current offices while it configures and builds out the interior space of its new 100,000-square-foot home, Wickham said.

Meanwhile, Terra Bella, Calif.-based Growers Citrus Packing, which grows and ships navel oranges and other citrus, has joined the Sunkist cooperative.

Growers Citrus Packing expects to pack 1.6 million cartons each year as part of the Sunkist packinghouse network. The company plans to start shipping fruit under the Sunkist label this season.

Sunkist Growers and Vero Beach, Fla.-based Greene River Marketing Inc. will collaborate to sell Florida citrus under the Sunkist brand in markets worldwide this season, Wickham said.

Four Vero Beach packinghouses will pack about 3 million cartons each year.

Sunkist and Greene River Marketing will sell Sunkist-branded Florida citrus, but Greene River Marketing will sell the majority of the fruit.

Greene River Marketing’s grapefruit will provide Sunkist with a consistent supply of high-quality grapefruit throughout the year, she said.

Finally, Sunkist is planning a number of programs to enhance its citrus sales this season.

The company will offer retailers decorative holiday and Lunar New Year 10-pound cartons for navel oranges to capitalize on seasonal consumer demand surrounding the holidays and Lunar New Year, Wickham said.

Once again, Sunkist will offer its popular hockey promotion for Canadian retailers this winter.

The co-op will continue its partnership with the Okanagan Hockey School and offer a consumer contest that provides kids the chance to attend the prestigious OHS Hockey School in Penticton, British Columbia, Wickham said.

Sunkist will offer themed 10-pound cartons, Giro bags and 4-pound net bags to promote the program.


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