Sunkist to play matchmaker for National Sunkist Citrus Day
California-based fresh citrus cooperative Sunkist Growers says it has a few promotions in store for its annual National Sunkist Citrus Day on March 1.
The company plans to put California-grown citrus at the center of its game show-inspired digital series, “Sunkist Matchmakers.” In the series, shoppers pair a Sunkist variety with a surprise ingredient to create real-time recipe ideas, according to a news release.
The company also said it will debut a new website with a custom landing page.
“Many shoppers see citrus as a stand-alone snack, juice or simple garnish, limiting the potential ways to enjoy the fruit’s unique and refreshing flavors,” Cassie Howard, senior director of category management and marketing at Sunkist Growers, said in the release. “We want to shift the perception of citrus as a one-dimensional ingredient and showcase its remarkable ability to complement and transform a wide range of meals and occasions throughout significant shopper milestones.”
Sunkist also said it will team up with food and lifestyle influencers to create dishes and crafts, which will feature a range of in-season citrus. The company said these dishes and crafts will also feature a mystery ingredient to showcase the versatility of citrus.
The company said its first episode, “Kids Party,” will air on its @SunkistCitrus on Instagram and TikTok on Feb. 22. “Date Night” and “Meatless Mondays” will close out the three-part series that runs through April.
Sunkist also offers resources to retailers to create multi-variety displays to help generate in-store excitement and interest in National Sunkist Citrus Day, according to the release. The company said it will host a display contest to build consumer awareness and drive sales, adding that it offers new grove bin wraps and blue quarter bins for bulk offerings.
“According to Circana, season-to-date citrus is trending ahead of last year, outpacing total produce and total fruit,” Howard said. “We want to build on that momentum, working with our retail partners to put together relevant bag programs and strategic bulk displays to continue growing the category this season.”
Suunkist said in-season citrus includes conventional and organic navel, cara cara and blood oranges, lemons, tangelos, California-grown mandarins and grapefruits.
