Sunkist Growers Inc., Valencia, Calif., has a variety of marketing programs in store for the fall/winter citrus season, said Joan Wickham, manager, advertising and public relations.
Sunkist will enhance the Sunkist Family Stories project launched last spring by rolling out retail marketing materials to help customers bring the Sunkist stories to life in their stores this season, Wickham said.
Custom displays, header cards and other point-of-sale materials will be available to retailers who want to bring the stories of Sunkist’s farmers to their produce sections, she said.
Sunkist will participate in the Produce Marketing Association and Sesame Workshop’s Eat Brighter! initiative.
“We will be offering our customers themed 10-pound navel orange cartons and poly bags that will allow retailers to showcase the beloved Sesame Street characters in their stores to generate consumer excitement about the movement,” Wickham said.
Sunkist also will offer a colorful Sesame Street-themed giro bag for Sunkist easy-peel mandarins, which Wickham called “a kid-friendly favorite that we think is a perfect fit for the program.”
Sunkist will continue its S’alternative initiative that encourages consumers to reduce their sodium intake by using fresh lemons to flavor their food in place of salt, she said.
The co-op recently released research in conjunction with chefs from Johnson & Wales University that concluded that lemons can be used to reduce salt by as much as 75% without sacrificing flavor, Wickham said.
“We are promoting this research to consumers via media outreach, blogger engagement, social media promotion and with retail point-of-sale materials,” she said.
Research has indicated that millennial women are increasing grapefruit consumption, Wickham said, and Sunkist is leveraging that trend by introducing new uses for grapefruit with the “Not Your Mother’s Grapefruit” campaign.
“The program is aimed at reigniting the fruit’s popularity by educating younger consumers about this delicious, nutrient-rich superfood,” she said.
An online grapefruit brochure with information about the health and wellness benefits of grapefruit is available on Sunkist’s website, Sunkist.com.
Not Your Mother’s Grapefruit-themed packaging also is available to help retailers bring the message into stores to drive consumer interest and sales, she said.