The December freeze that hit California’s navel and mandarin crop particularly hard has resulted in pent-up consumer demand and opportunities for opposite-season importers.
The Chilean Fresh Fruit Association has already seen strong demand for its citrus entering the summer season, and Karen Brux, managing director, said she expects it to continue throughout the summer.
Adding to her optimism is that fruit quality from Chilean groves has been exceptional, she said.
“I was in a clementine orchard on May 14, and I was eating some really sweet, juicy fruit directly from the trees,” said Brux, who is based in San Carlos, Calif. “I’m confident that shoppers buying Chilean citrus will have a great experience with it and come back for more.”
The association plans to augment the eating experience and accompanying repeat sales with new point-of-sale materials. It also plans to work with retailers to customize programs to fit their individual needs.