Technology is everywhere in the produce industry — from planting and harvesting fruits and vegetables to processing sales orders and transporting product to supermarkets and restaurants.
The internet, mobile apps and, more recently, AI also have given rise to social media, which has become an essential component of consumer marketing today.
It also has played a big role in the career of Monique Mueller, director of communications for Fowler, Calif.-based Bee Sweet Citrus and a 2026 Packer 25 honoree.
When she signed on with Bee Sweet, Mueller says her initial goal was to establish a strong digital footprint for the company.
As time went on, leveraging popular social media platforms such as LinkedIn, Instagram and TikTok became instrumental in building brand credibility, and they have become a valuable recruitment tool, Mueller says.
“By being transparent and sharing the daily realities of production agriculture, capitalizing on social media trends to highlight our unique varieties, and telling the stories that define Bee Sweet’s legacy, my team and I have helped shape our brand into something that reflects our company’s rich history and values,” she says.
Bee Sweet’s social media platforms “are incredibly active,” Mueller adds, and often highlight the company’s varieties through recipes, videos and vibrant photography.
“We feel that the more familiar consumers are with our product, the more inspired they will be to try the varieties at home or use them in new, creative ways,” she says.
The company also uses distinctive packaging to differentiate among the 10 citrus varieties it offers year-round.
Some, like mandarins and navel oranges, are household staples, but others, such as Golden Gem grapefruit and minneola tangelos, may be unfamiliar to many shoppers.
“To combat any potential confusion in the grocery aisle, we’ve strategically designed each bag and carton to highlight the unique qualities of the fruit inside,” Mueller says. “Our packaging’s vibrant colors and artistic elements not only catch the eye of passing shoppers but also act as an educational tool, helping consumers make informed choices about new varieties.”
