IMG Citrus launches YELLOS, a new Florida grapefruit brand

Vero Beach, Fla.-based IMG Citrus has announced a new Florida grapefruit brand and specialty product, YELLOS.

YELLOS is positioned as Florida’s “best-kept secret” that gives consistently sweet taste and a unique experience for the consumer, according to a news release. The brand will have limited availability during the winter months of November through April, according to the release, and is available in a convenient grab-and-go 2-pack. 

The YELLOS grapefruit variety is the white-fleshed counterpart of the well-known Florida Ruby Red grapefruit, according to the release.

YELLOS are harvested from mature groves over 25 years of age, primarily located in Florida’s Indian River region. 

With trends supporting consumers’ desire for heirloom and unique varieties, YELLOS is positioned as an attractive choice for this winter season, according to the release.

“To us, it makes sense to shift our marketing towards the U.S. market, where the Florida grapefruit brand-name is strong, and where consumers are looking for unique experiences while also connecting with local farming and heritage,” Sydney Allison, director of sales at IMG Citrus, said in the release. IMG Citrus also sees an opportunity to reduce food miles, a sustainability goal the company has in common with their U.S. retailer clients, according to the release.

A grove acquisition made by IMG Citrus in 2019 increased the firm’s share of white grapefruit, according to the release. Available this winter season in a grab-and-go 2-pack with bright imagery depicted in an array of yellows, blues, and greens, YELLOS’ “fun and cheerful” packaging encourages consumers to take home a bag, company officials said.

IMG Citrus is a family-owned, vertically integrated citrus grower, packer, and shipper in Vero Beach, Florida. Florida’s white grapefruit has traditionally exported to Japan, where the white-fleshed grapefruit is favored over the red-fleshed and collects a premium aprice.