Sunkist unveils ‘Everywhere, Every Day’ strategy

Valencia, Calif.-based Sunkist Growers says it is gearing up for the return of California citrus season with fresh category insights, sales strategies, and marketing and merchandising programs to help drive the category all season long.

Following its 130th milestone season, the fresh-citrus cooperative is continuing to unveil innovative shopper-marketing programs; At the upcoming International Fresh Produce Association Global Produce & Floral Show, Sunkist is ready to remind shoppers and retailers alike on why they should continue to go with the grove, according to a news release.

“We have continued to customize our toolkit based on real-time consumer feedback to help our retail partners meet their individual store goals and improve the overall shopping experience for their shoppers,” Cassie Howard, Sunkist’s senior director of category management and marketing, said in the release.

What’s more, a recent Sunkist-commissioned study has revealed findings that when consumers were asked what advertisements incentivized direct citrus purchases, over 50% of shoppers prioritized recipe inspiration, according to the release.

“Our interactive point-of-sale materials are available for every variety within our robust portfolio, along with data-driven pack sizes, limited-edition cartons, and interchangeable bin header and header cards that illustrate innovative ways for retailers to integrate citrus during key promotional periods to drive sales,” Howard said.

The cooperative has also created a new commercial spot to pay homage to its milestone anniversary season, showing how Sunkist citrus can help instill healthy habits at home for consumers everywhere, every day. The new streaming commercial highlights the nostalgia and shared pastimes when enjoying a Sunkist orange, and viewers are given a glimpse into the natural beauty and magic of a real California citrus grove and reminded how Sunkist has played a role in brightening life’s memorable moments, the release said.

“The commercial also touches on two key purchase motivators recent data reveals with increased consumer interest in knowing where food comes from, and how it’s grown/picked,” Howard said. “Sparking joy can be a real purchase motivator, and with consumers spending increasing amounts of time online these days, brightening feeds with memorable content will be key to keeping citrus top of mind for shoppers making grocery lists.”

Growing sales team

Sunkist says it has recently appointed industry veteran Jamie Sells as vice president of sales. With a continued focus on supplying top-quality citrus supported by equally impressive service, Sells is eager for a successful season, the release said.

“I’m pumped to join an organization with the experience and caliber of our existing sales staff as well as the privilege to represent an organization with such a deep-rooted legacy in produce,” Sells said in the release. “I look forward to kicking off the season with exciting and effective ways to enhance our customers’ effectiveness while contributing to Sunkist’s position as a leader in our industry.”

With a last name that seems tailor-made for a successful sales career, Sell’s background is as you would expect.

“With over three decades dedicated to fresh produce, Jamie’s deep understanding of our industry will be instrumental in shaping our sales strategy and driving revenue growth for our family of farmers,” Christian Harris, Sunkist Growers chief operations officer, said in the release. “With our varietal, sales, and marketing teams fully assembled, we have everything in place to tackle the season ahead and provide premium services to our customers.”

IFPA Global Produce & Floral Show attendees can visit the Peel Good Citrus Sunkist booth No. 2039, which will feature a live-cooking demonstration and a sampling of delicious grapefruit croissants, lemon béchamel, and fennel brioche, along with all-day service of orange-infused tea.

Sunkist also will host a virtual reality experience that transports attendees into a real California citrus grove to be immersed in the full farm-to-table experience and learn how citrus is picked, washed, sorted, packed and shipped, according to the release.