This summer, suppliers plan to assist retailers in their endeavors to promote citrus.
During the summer months, Valencia, Calif.-based Sunkist Growers will heavily focus on promoting fresh juicing.
“Driven by millennial health trends, fresh juicing is on demand — both in-store and at home,” said Joan Wickham, director of communications for Sunkist Growers. “We are helping retailers capitalize on this trend with recipe ideas featuring seasonal citrus that they can make and sell in-store or promote in the produce section to drive sales.”
Suhanra Conradie, CEO of Summer Citrus from South Africa, said the company plans to introduce more branded packaging and bin options to retailers this summer.
“We have developed a new demo toolkit to help retailers educate their shoppers on the key differences of Summer Citrus from South Africa,” she said. “We are also launching a two-phase consumer promotion that began May 1 that includes a sweepstakes component and an influencer partnership.”
Santa Paula, Calif.-based Limoneira will provide tips on summer promotions for retailers and foodservice partners.
“Our new Tasti-Tuesdays short-form videos are creative and fun and are getting a lot of play with our customers,” said John Chamberlain, director of marketing for Limoneira.
In June, Limoneira is promoting Father’s Day with citrus barbecue recipes and other tips. In July, the company will focus on taking citrus along for outdoor adventures like hikes and bike rides. Finally, for August, the company will celebrate three lemon-focused days: National Lemonade Day, National Lemon Juice Day and Lemon Meringue Day.
Rodrigo Lopez, citrus category manager, at Vancouver, British Columbia-based The Oppenheimer Group, said the company’s business development team currently is working with retailers on tailored summer citrus promotions.
“We’ll focus on easy-peel oranges in particular, bringing the opportunity of a strong South American season to retail while offering savings and value to the consumer,” he said. “Retailers can have fun with easy-peel oranges in the summer, building secondary displays in the snack or cereal aisle, suggesting the substitution or complement of a healthy choice during various eating occasions.”
The San Carlos, Calif.-based Chilean Fresh Fruit Association launched the Chilean citrus season recently, including its first marketing program in Canada at the Canadian Produce Marketing Association’s annual conference.
“We plan to run promotions with all the major chains, and support eastern Canada’s numerous independents through a few key wholesalers selling Chilean citrus,” said Karen Brux, managing director of the Chilean Fresh Fruit Association. “We’ll be working with bloggers and radio stations, and also plan to sponsor the Niagara Falls International Marathon in October.”