With October well underway, California and Arizona citrus growers forecast a strong performance for the 2022/23 season, predicting promotable volumes of large fruit this winter. This outlook from growers appears straightforward at first glance, but zooming out, this levelheaded assessment is hard-won. There are reasons to feel skittish, yet growers in the Southwest remain unflappably optimistic.
Anticipating the upcoming season
“There are no two seasons ever alike,” said Christina Ward, senior director of global marketing at Sunkist Growers, which includes over 1,000 citrus growers in California and Arizona. “With a new citrus season just around the corner, there are plenty of opportunities for retailers to celebrate every bite with our reliable portfolio of conventional and organic citrus.”
USDA reports last season was down about 19%, but citrus growers in California and Arizona are hopeful. The California and Arizona citrus crop is anticipated to rebound from 2021/22’s soft season, according to the growers who spoke with The Packer.
“This past season, California citrus witnessed a shorter crop across most varieties,” Ward said. “We are looking forward to a new season with the return of the California-grown Sunkist Navel Oranges in November, alongside the exceptionally large pummelo and Sunkist California Mandarins, followed by cara cara oranges, blood oranges and minneola tangelos.”
Ward said she anticipates citrus will peak “at the top of its game” by January with a “forecast for this season of promotable volumes and juicy flavors across all varieties.”
Keith Watkins, president of farming at Bee Sweet Citrus agreed, citing larger-than-average navel oranges that register higher-than-normal Brix levels for this this time of year for the San Joaquin Valley-based grower. “Citrus volume in California is slightly up compared to the 2021/22 citrus season,” said Watkins. Meanwhile, Florida’s harvest is substantially down, he added.
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While Florida Department of Agriculture’s early estimates of the total crop damage for the state’s citrus region totaled over 80% of acres impacted, because Florida produces a very small segment of the overall fresh citrus market, Watkins believes Florida’s hurricane impact “should have a minimal effect on the California market.”
Looking ahead
At the end of the day, for citrus growers in Arizona and California, it comes down to producing high-quality fruit that exceeds fresh market expectations. Growing, harvesting and shipping fruit profitably is not for the faint of heart, but for some, the ever-changing dynamic nature of farming is also the allure.
“Farming is very fun because you encounter challenges every day. It keeps you on your toes, it makes you be creative, resourceful and adaptive,” said Limoneira’s Edgar Gutierrez, vice president of farming operations at Limoneira.
What’s more, understanding and articulating shopper data and insights to create strategic “merchandising programs that engage and resonate with consumers” is also part of growing and selling citrus.
That too, requires an adaptive, nimble mindset, according to Ward at Sunkist. “Shopper behaviors are in constant motion, and we prioritize better understanding citrus consumers, their needs and where they want to buy to position the best promotions for our retail partners,” she said.
“Consumers are looking for recipe inspiration, especially ones that can stretch the dollar. Our promotions focus on consumer education, not only on the many health benefits found in citrus but also on its shelf-ability and techniques for using the whole fruit,” Ward said. “Showing consumers how their oranges, lemons, grapefruit, tangelos, mandarins or tangerines can support their journey toward well-being helps them understand how their purchase can be a wise investment.”
