When it comes to citrus marketing, reaching out to consumers isn’t the only issue facing the citrus industry.
Bee Sweet Citrus, a California-based shipper of California- and Chile-grown citrus, recently launched a new commercial campaign on Telemundo in local Central Valley markets that highlights its job opportunities and the stories of its workforce.
“While it’s important to market our variety line to our customers and social media following, Bee Sweet Citrus believes it’s equally important to share the stories of our workforce with the public,” Monique Mueller, Bee Sweet’s director of communications, tells The Packer.
“Every employee within our workforce plays an integral part in growing and processing our fruit,” adds Jasmine Reynozo, Bee Sweet’s director of human resources. “Cumulatively, the work they do allows us to ship high-quality citrus, and without a strong team, the quality of our fruit would decline.”
The pair of 30-second commercials are running now through April. They highlight the employment success stories of Laura Torres and Francisco Robles Avalos.
“Francisco has been working at Bee Sweet Citrus for over 30 years, met his wife here, and we’ve also just hired his son as a mechanic,” Reynozo says in the company’s announcement of the segments.
“Laura started her journey as an intern and now helps to run our mandarin line as one of our leading production managers,” Reynozo says. “These are the experiences that so many of our employees share and represent Bee Sweet Citrus as a whole.”
Mueller tells The Packer that, while Bee Sweet has frequently featured stories of its employees on social media and its job opportunities in the Central Valley, this is the first time the company has used television.
“Internally, our employees feel a sense of pride when they’re recognized for their work, and externally, the public is able to get a better understanding of the work that goes into growing, packing and shipping their favorite citrus products,” Mueller says.
