Wonderful Citrus offers expanding summer Halo volume

Wonderful Citrus will source its summer citrus volume from Chile, South Africa, Peru, Uruguay and Argentina and Chris Cockle, senior director of Wonderful Citrus, Delano, Calif., said the marketer’s supply will be up significantly this season.

“2021 is an exciting season for us as it is the first year we will have complete year-round supply of Halos with high quality and value,” Cockle said, adding that the 2021 summer season will feature promotable Halo volumes for the first time.

Wonderful has an exclusive relationship with ANB Produce Marketing in South Africa, he said. That, Cockle said, gives Wonderful exclusive access to one of the largest growers in the Southern Hemisphere, providing consistent high quality and reliable supply.

Summer outlook

Looking ahead to the summer season, Cockle said marketers and retailers will look to repeat strong sales of citrus that were generated during the early months of the pandemic a year ago. Consumers stocked up on vitamin C throughout the pandemic, he said.

“Brands are becoming more and more prominent as supply and quality has increased,” he said, adding that retailers can best increase sales with shelf space and promotions.

“Leverage our in-store promotional display materials and the in-store merchandising team from Wonderful to drive sales,” he said.

The online opportunity for citrus sales is considerable, he said.
“Online sales continue to increase and having a strong brand with Halos allows high visibility and brand recognition drives new and repeat purchases for online, delivery and store pickup operations,” he said.

In terms of sustainability work, Cockle said Wonderful Citrus is working on many different fronts. “Protecting pollinators, focusing on regenerative energy, etc., are all examples of what we continue to drive forward for the good of our communities,” he said.

Transportation costs are up this year, Cockle said, but Wonderful has many options to increase efficiency.

“Having multiple options across the country to pick up is an important piece of the service we provide,” he said. “Our strong performance with our exclusive third-party packing house in Savannah, Ga., is a great option for customers to pick up from.”