Giumarra Cos. introduces 3 DulceVida nectarines

The Giumarra Cos., Los Angeles, is introducing three premium nectarines under its DulceVida brand.

The nectarines will be available in high-graphic corrugated 2.5- and 4-pound consumer boxes and 2-pound plastic bags with handles, according to a news release.

The nectarines are:

• Midnight Edition: yellow-flesh nectarines with a dark, speckled exterior color, available mid-June through August;
• Twilight Edition: white-flesh nectarines with frosted fuchsia skin, available mid-June through August; and
• Sunrise Edition: yellow-flesh nectarines with rose red to deep berry skin, available mid-July through August.

“Our aim with the new DulceVida program is to generate consumer excitement in the nectarine category by offering enticing packaging and branding that mirrors the exceptional eating quality of these varieties,” Jeannine Martin, director of sales for Giumarra Reedley, said in the release. “Consumers will seek flavorful, unique items in the produce department this summer, as grocery stores continue to be the key food destination for people in many areas of the U.S.”

Kellee Harris, Western Region business director for the Giumarra Cos., said the company is offering customized in-store and digital merchandizing materials, including recipes.

“The packaging for our new nectarine ‘editions’ captures the progression of a starry night from dusk to dawn, which correlates with the beautiful internal dense flesh and external skin coloration of the different DulceVida varieties, as each is unique but all are highly sweet and lush,” Harris said in the release.

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