GOPEX Showcase: Organic Citrus Continues Year-Over-Year Growth
Sunkist Growers has debuted new organic packaging to support the increased demand for organic citrus at retail. At the start of the year, many consumers are focused on developing a healthier lifestyle and placing more care on making thoughtful in-store purchases. Sunkist’s Category Management team has focused on understanding the organic shopper and determining what motivates repeat purchases in order to build effective retail promotions.
“Total U.S. Organic Citrus dollar sales are up by double digits,” said Cassie Howard, Director of Category Management. “According to IRI data, U.S. Organic Citrus is up 13 percent in the last 52 weeks versus last year, and up 33 percent through December versus two years ago.”
“We’re listening to our consumers who are making a conscious effort to eat well, and we’ve seen that growth firsthand with our Sunkist organic citrus year-over-year,” added Christina Ward, Senior Director of Global Marketing.
Sunkist has been a proud provider of USDA-certified organic citrus for over 15 years. The citrus
cooperative developed a new look for consumers to easily identify its entire assortment of organic citrus offerings, with updated Sunkist Organic lemon pouch bags rolling out this month. Sunkist Organic citrus offerings also include Navel oranges, Cara Cara oranges, Blood oranges, Minneola tangelos, and Sunkist California mandarins. Orders are underway for organic summer citrus varieties including California Star Ruby grapefruit and Valencia oranges.
“As we looked to revamp our packaging and POS material, we wanted real-time consumer feedback. We learned through a commissioned study that Sunkist’s retro lollipop log brings about positive emotions and resonates with Gen Z and Millennial consumers,” said Ward. “Not only is the retro logo shopper-approved, it’s easily recognizable in-store, and also symbolizes the sustainable farming practices used by our growers and passed down through multiple generations.”
The new Sunkist organic packaging features designs that celebrate the cooperative’s California heritage and feature the iconic Sunkist lollipop logo, first introduced in the 1960s and brought back by popular demand.
Be sure to check out the new Sunkist organic packaging on full display at GOPEX Booth #420.
