Fowler Packing growing 3-year-old brand

Launching a new brand in a crowded market can be a challenging task. And, as Fowler, Calif.-based Fowler Packing Co. enters its third year of marketing its own Peelz branded mandarins, the company is eyeing some new marketing strategies.

This season, Fowler Packing began marketing in some first-time markets, said Sean Nelson, vice president of sales and marketing at Fowler Packing. He said the company also launched its first national media campaign this season, including ads on television, billboards, and streaming and social media platforms, as well as in-store displays.

In addition, for the first time, Fowler Packing is offering an organic version of its Peelz mandarins. Organic availability began in November 2021 and ends in April, Nelson said.

“There has been a shift with consumers; some use grocery pick-up, some shop daily or weekly in-store, others order delivery. We have invested heavily in supporting our retail partners in their omnichannel marketing,” Nelsen said.

Good fruit starts with the soil and the trees. That’s the motto of Fowler Packing, and they’ve invested in more acreage for both organics and conventional mandarins, Nelson said. By doing so, they expect to provide a year-round supply of citrus to their customers.

“We continue to implement precision irrigation and fertilization technology to address the exact needs of our trees,” Nelson said.