Clementines

How Retail Collaboration and Supply Strategies Drive Citrus Marketing Success

Fri, 16 Jan 2026 20:33:42 GMT

With the U.S. in the middle of its winter citrus season, season, recent weather issues have complicated long-running labor, water and import pressure challenges on the supply side, but there’s a lot to celebrate and anticipate on the marketing side.

Citrus demand has been growing recently; most of the familiar citrus varieties rank in consumers’ top 10 most purchased fruits, and the vitamin-C-heavy citrus offerings are well positioned to meet consumers’ growing interest in healthy, nutrient-dense foods.

Marketing in this mature fruit segment has its challenges, but experts on both the supplier and retailer sides stress the importance of product differentiation, point-of-sale information and collaborative strategies to increase citrus demand.

Supply-side Challenges

You can’t market what you don’t have, so supply-side issues play into citrus marketing even if the consumer knows nothing about it.

Dave Rooke, senior vice president of sales for Wonderful Citrus, highlights supply chain volatility as an overarching challenge for the citrus industry, pointing to the ongoing issues of rising costs of
labor, water and inputs. However, part of the most immediate issues facing the winter citrus crop has been the weather.

“We’ve had significant weather challenges in the month of December with foggy weather in the valley for four weeks,” Rooke said Jan. 7.

Fog has contributed to low temperature differentials, with both highs and lows being in the 40s. This, combined with a lot of rain, has made it challenging, he says.

“Then you add rain to the fog, and it just makes it very, very difficult from a supply standpoint,” he adds.

But it’s not just weather that’s challenging the supply side. Vince Mazzetti, vice president of Blue Banner Citrus — a Riverside, Calif.-based grower-packer-shipper of California citrus — adds import pressure to the list of challenges facing his company, which deals heavily with grapefruit.

“We get a lot of pressure from imports from Mexico, Chile, Argentina, South Africa,” he explains of California grapefruit.

Increasing import pressure on domestic citrus producers is a growing issue . According to the USDA’s Economic Research Service’s Fruit and Tree Nuts Yearbook records on trade, in 2023 (the most recent complete data) imported grapefruit made up 11.4% of the domestic supply, with the largest volumes coming from South Africa. This was down from 16% in 2022 but up considerably from 2% to 5% that predominated from the early 2000s.

In general, imports are growing as a proportion of available citrus in the U.S. For example, in 2013, 9.35% of available fresh oranges in the U.S. were imported, while in 2023 the number was 17.96%. Similarly, imported lemons represented just under 9% of total lemon availability
in the U.S. in 2013, compared to 22.74% in 2023.

Cassie Howard, senior director of category management and marketing for Sunkist Growers Inc., highlights the growth of citrus imports as an interesting trend among consumers who voice strong support for local produce. She says the trend reinforces “that when shoppers find something they enjoy, they are looking to consume it all year-round.”

(Photo: siewwy84, Adobe Stock)

Consumers Love Citrus and Its Health Benefits

On the demand side, the citrus industry today has much to celebrate. Noting that the past two months have been a bit
chaotic due to recent weather issues, Rooke reports that last year was good with demand for citrus overall being up.

“The citrus industry as a whole was up between about 5% to 6%, which is positive,” he says, adding that citrus overall is “a health-first product,” something that is increasingly of interest to consumers.

Dennis Payne, director of merchandising produce and floral for Greensboro, N.C.-based grocery chain The Fresh Market, says health is front of mind for shoppers, especially early in the year when the domestic citrus season is in full swing.

“During this time, we consistently see an increase in demand driven by healthy eating goals and consumers seeking the nutritional benefits of citrus, particularly during the winter months and flu season,” Payne says.

According to The Packer’s Fresh Trends 2026 report, 55% of respondents said they are eating more fruit now compared to two years ago. Those respondents overwhelmingly reported health concerns and seeking more nutrients as the top reason, at 77%.

Additionally, most citrus varieties perform well with surveyed consumers. For example, oranges were the No. 6 most purchased fruit, with 77% of respondents reporting such a purchase in the past 12 months. Lemons came in at a close No. 7, with 76% of respondents saying they bought lemons. Limes were No. 9, with 66% of respondents indicating a purchase.

Rates of reported purchases dropped off with other varieties, with 61% of respondents reporting clementine or mandarin purchases in the past 12 months, for example. Grapefruit saw the lowest rate of reported citrus purchases at only 40%. Still, these reported purchase rates are higher than in past Fresh Trends surveys.

Every citrus category also showed higher rates of reported purchase among younger respondents (Gen Z and millennials) than with older consumers (Gen X, baby boomers and traditionalists) in the Fresh Trends 2026 report. For example, 85% of Gen Z respondents reported buying oranges, compared to only 66% of baby boomers. Similarly, 52% of millennials reported buying grapefruit, compared to only 25% of traditionalists.

Product Differentiation and Consumer Education are Key

While citrus remains popular among consumers, and especially younger consumers, marketing citrus is not without its challenges today. For instance, price can be a marketing problem for citrus in the current economic environment, according to Howard, but she is optimistic.

“What’s interesting is that even as many shoppers feel price-stressed, particularly younger consumers, they are still willing to trade up when the value proposition is clear,” she says.

“The opportunity lies in the fact that produce remains a strong value proposition overall, and citrus has a unique ability to deliver nutrition, versatility and familiarity at a price point consumers still trust. When brands and retailers clearly communicate quality, flavor and usage, citrus can win both trial and repeat purchases — even in a cautious-spending environment.”

Differentiation can also be a marketing issue. During citrus import season, generally summer through early fall for all citrus but limes, Payne says citrus faces stiff competition from stone fruit and apples.

“During this time, it’s critical for The Fresh Market to differentiate citrus by sourcing the best-quality fruit globally and clearly communicating that value to customers,” Payne says. “Strategic merchandising, compelling storytelling around origin and flavor, and targeted promotions can help citrus stand out and maintain consumer interest during highly competitive seasonal transitions.”

Consumer education on varieties is another key challenge that plays into differentiation, Rooke says.

“If a consumer doesn’t know that lemons can be seedless, then they don’t go and ask for them,” he offers as an example, referencing Wonderful Citrus’ seedless lemons. “So, it’s this idea of educating consumers to know what’s available and know what they should even begin to ask for.”

Rooke also gives the example of navel oranges versus mandarins as it relates to health messaging.

“Naval oranges have been around forever in the U.S. Mandarins haven’t been. So, how do we continue to educate consumers that mandarins can be every bit as healthy and packed with vitamin C as the navel orange that everyone grew up with eating?” he asks, adding that he’s often surprised navels are still being sold when compared to the convenience of mandarins.

“If you look at retail price per pound, the price per pound is actually not that different, and so it becomes, ‘what separates that from a consumer standpoint?’” he says.

Grapefruit

(Photo: akepong srichaichana, Adobe Stock)

Focus on Grapefruit Education

Mazzetti also highlights the need for consumer education, particularly when it comes to grapefruit.

“There’s a huge challenge with grapefruit, as it hasn’t really been promoted a lot the last 10, 15 years,” he says.

He says the lack of familiarity with grapefruit among younger consumers is a challenge, but one about which he is quite optimistic. He shares a personal anecdote about bringing grapefruit as part of a rotating class snack system at his oldest son’s elementary school a couple of years ago.

“And for about three weeks, I’d go pick up my kids at school … and I had all these parents coming to me asking, ‘Where do we get this grapefruit? Little Cindy, little Johnny, little Timmy, they all came home screaming that they had this grapefruit at school and they love it,’” Mazzetti recalls.

“If you can get kids to want it, our problems are solved,” he adds.

Rooke also reports that Wonderful
Citrus has also rebranded its Texas grapefruit program, historically known as Sweet Scarlets, in an effort to stand out and differentiate the product.

“We’ve renamed it Sweet Grapefruit, really to highlight the product offering and try to capture a consumer that maybe doesn’t historically interact with grapefruit,” he says.

Direct Consumer Engagement in Stores is a Winning Strategy

Blue Banner Citrus, which just recently parted from Sunkist, now finds itself in the exciting but challenging position of marketing its grapefruit how it wants. Mazzetti says the company is excited to do point-of-sale and direct-to-consumer marketing strategies, such as tastings in stores as an independent packer-shipper.

“At the right time of year, with the right box of grapefruit, we can really do some good promotion on California grapefruit,” Mazzetti says.

According to the Fresh Trends 2026 report, 34% of respondents said sampling would make them more likely to purchase a new produce item or more of a certain familiar item. This reporting rate was equal with “tried it at a restaurant” and just behind the most popular factor, “word of mouth,” at 39%.

Rooke also notes the value of POS information and accessories like bin bases. He says Wonderful has had success with having citrus items outside of the produce section along with special, smaller bins with interchangeable header cards. He gives the example of having these small hexagonal bins of the seedless lemons
in the seafood section, with the header card showing a piece of salmon, as having good results.

“We need to make sure that we continue to have multiple points of offering of the products to a consumer,” he says. “Sometimes it’s maybe not on their list, and we want to make sure that they’re reminded of it, and having those different points of differentiation is important.”

According to Fresh Trends 2026, respondents preferred produce information be close to or on the produce itself when they purchase it. A quarter of respondents listed in-store signage as the most important source for information about that produce, including origin, preparation and proper storage and recipe tips. Another quarter of respondents listed produce packaging as the most important.

Other options, which saw much lower importance ratings from respondents, were growers’ or retailers’ websites, social media and news outlets.

But strategies like tastings, special POS materials and distribution throughout the store take considerable effort and good relations with retailers. Speaking from The Fresh Market’s perspective, Payne notes the most effective of these efforts are built through direct collaboration with growers with customers in mind.

“When POS, tastings and cross-merchandising are thoughtfully executed, they enhance the shopping experience and help bring the citrus story to life,” he says, adding that since each retailer operates differently, a one-size-fits-all strategy is rarely effective.

“Citrus suppliers can make these efforts easier and more appealing by developing customized programs tailored to each retailer’s brand, customer base and operational capabilities. Flexibility, simplicity of execution and clear value to both store teams and shoppers go a long way in building strong, successful partnerships.”

Driving Demand for the Future

Partnerships and cross-industry collaboration are also needed when it comes to growing citrus demand overall, according to sources. Rooke says that starts with growers and suppliers putting the best-quality citrus in the market, day in and day out.

“When we look to put something that’s inferior from a quality standpoint, it doesn’t help any citrus grower, shipper or packer,” he says. “So, learning to have that discipline is one of the key things that citrus growers as a whole need to do broadly.”

Also citing quality concerns, in part, Mazzetti calls for greater protection of the domestic citrus industry.

“We should probably get some heavier tariffs on these offshore companies because it’s killing domestic farmers,” Mazzetti says. “You can get fruit from all these other countries, and maybe the quality is as good or not, but a lot of people buy it with their wallet, especially on an item that’s not a staple. Lemons might be a staple because of foodservice, but citrus in general is a luxury.”

Howard also stresses the value of the fruit itself and expands on what value can mean.

“To grow citrus consumption, the industry needs to make citrus easy, dependable and relevant in everyday routines,” she says. “A consistent eating experience is foundational, but convenience, pack formats and the use of inspiration are increasingly important.”

Howard, along with other sources, also emphasizes the importance of quality communication strategies to growing citrus demand. For example, while acknowledging citrus-growing states have their own state-level citrus groups, Mazzetti recommends the formation of a citrus
industrywide promotional board. Currently, Texas and Florida have federal marketing committees for their produce industry, but there is
no nationwide group .

“I think, collectively, someone’s got to lead this charge to promote U.S. citrus and the seasonality of it and the uniqueness of what we have,” he says.

Payne echoes the sentiment, if not in exact terms: “The citrus industry and retailers should collaborate on a comprehensive, multichannel marketing strategy designed to drive consumption. By aligning messaging across all media platforms and clearly communicating citrus health benefits, flavor profiles and usage occasions, we can strengthen consumer engagement, expand demand and maximize category growth.”

Howard voices optimism on the future for citrus, even in light of spending-cautious consumers.

“Looking ahead over the next five years, we believe citrus has a strong opportunity to grow alongside broader produce trends, especially as health, wellness and fresh food remain priorities for consumers,” she says. “The brands and categories that succeed will be those that build trust through quality, adapt to where consumers shop and evolve their messaging to stay relevant with the next generation of shoppers.”

Clearing up those mandarin misconceptions

Tue, 15 Nov 2022 07:26:01 GMT

You may know a lot about produce, but even experts can get confused about the sections and subsections of our favorite citrus fruits.

Let’s break apart the magnificent mandarin.

Here’s the juice: Mandarins are a type of orange. Tangerines, clementines and satsumas are all special varieties of mandarin oranges, Ontario Produce Marketing Association’s “Produce Made Simple” report says.

Like the name indicates, mandarins originated in China. They are typically smaller than other oranges, the segments are smaller and they tend to taste sweeter. The skin’s thickness varies, but it’s usually loosely attached to the fruit, making it easier to peel than larger oranges.

And some branded produce companies make it even more delightfully complicated.

Learn more: The commodity of clementines, mandarins and tangerines

Noticeable by its large size and easy-to-peel skin, Sumo Citrus, for example, is a hybrid brand of several varieties including navel, pomelo and mandarin. This company won Best Promotion of 2021 in PMG magazine with its extravagant, whimsical in-store displays nationwide. One of our favorites was a Metropolitan Market display in which two Sumo Citrus fruits were ready to spar on the wrestling mat, surrounded by crowds of Sumo Citrus fans.

Often, the fruit labeled as “mandarins” in supermarkets are actually tangerines.

Now that we’ve cleared up this level of the orange family tree, let’s now branch out below mandarins with those tangerines, satsumas and clementines.

Tangerines:

People often use the name “tangerine” and “mandarin” interchangeably, but not all mandarins are tangerines, while all tangerines are mandarins. Make sense? They have a slightly deeper red hue and are distinctly larger than satsumas or clementines, but are still smaller than what we normally call an orange. Tangerines typically have a few seeds in each fruit and are sometimes sold in supermarkets with some leaves attached.

Satsumas:

These guys are really distinctive, with loose, bumpy skin and a knobby neck that keeps them from being as spherical as the others. Satsumas are smaller than tangerines, like clementines. Their sweet, typically seedless fruit is what makes them popular, but they are also often praised for their hardiness under the canning process, according to the Ontario marketing association. Most canned mandarins are actually canned satsumas.

Clementines:

Also smaller than tangerines, clementines shine during December holidays. For a while, they were included in children’s Christmas stockings. The skin is easy to peel and sweet with a thinner skin that holds tighter to the fruit than with satsumas. Often, grocery stores will label both satsumas and clementines as a clementine.

In its monthly citrus forecast reports, the USDA lumps tangerines, tangelos and mandarins into one commodity group, focusing on California and Florida, the states producing commercial volumes. This commodity is usually available for the retail market from Oct. 1 to May 15 from California, and Sept. 15 to April 30 from Florida.

Production of tangerines for the 2021-2022 season was expected to be 25% below 2020-2021 levels, at a total of 878,000 tons. High droppage rates and lower yields in Florida can be attributed to the ongoing effects of citrus greening.

The drastic dip in domestic citrus volume, including tangerines, means more imports and higher prices compared to last year — an especially unwelcome fact with all the other rising costs and reasons for produce price inflation.

Even so, shoppers love those mandarins.

About 24% of shoppers said they purchased mandarins in the past year, with clementines being the most popular variety, according to PMG’s 2022 Fresh Trends report.

While mandarins follow the typical consumer pattern of being purchased more often by people with more income and older age, women are almost twice as likely to buy them, at 29% of women versus 17% of men.

Wonderful Citrus highlights Organic Halos, Seedless Lemons

Wed, 27 Mar 2024 20:42:48 GMT

OVERLAND PARK, Kan. — Wonderful Citrus showcased its Seedless Lemons and Organic Halos at the Associated Wholesale Grocers’ seventh annual Innovation Showcase, March 25-26.

Organic Halo mandarins were introduced in the 2023-24 season and have experienced good demand, said Larry Goens, vice president of sales for Wonderful Citrus.

Organic Halos have a slightly shorter season than conventional Halos but generally follow their season, Goens said.

Wonderful Citrus also sampled its Seedess Lemon at the AWG show, Goens said. Once consumers discover Seedless Lemons, many come back as repeat purchasers, he said.

Wonderful also promoted the marketer’s No Shells pistachios at the event, including its new Jalapeño Lime flavor.

Related: Seedless wonder — Wonderful Citrus continues to expand lemon program

USDA report: Peru's mandarin exports expected to be similar to last season

Tue, 27 Jun 2023 20:36:00 GMT

Peru’s mandarin/tangerine output and exports for 2023-24 are expected to be nearly the same as last season, a USDA report says.

Peruvian mandarin/tangerine production is forecast down slightly at 550,000 metric tons in the marketing year 2023-24 (March 2023 to February 2024), with exports expected to increase by 1% to reach 222,000 metric tons in the marketing year, the USDA Foreign Agricultural Service said in its semi-annual report on Peruvian citrus .

“Despite a late start to the harvest season due to unusually warm weather, producers expect a solid crop later in the year,” the report said.

Citrus exports to the U.S. are expected to fall slightly to 122,000 metric tons but will likely remain Peru’s top market, the report said.

USDA shipment data indicated the top volume month for U.S. imports of Peruvian tangerines/mandarins was August, when 40% of Peru’s 2022 volume arrived in the U.S. Other top volume months were July (14%), September (20%), June (11%) and October (6%).

Last season, Peru exported 63% of its mandarins/tangerines to the U.S., with 8% shipped to the United Kingdom and 8% to Holland. Peru’s mandarin/tangerine planted area is estimated at 54,360 acres, the report said.

“Despite numerous challenges, Peru’s citrus fields continue to show consistent production,” the report said.

The major mandarin/tangerine production areas in Peru are in the central, semi-tropical coastal regions with good availability of water, of which the regions of Lima, Junín and Ica represent 85% of the country’s production of mandarins and tangerines, the report said.

Mandarins/tangerines are hand-harvested to avoid mechanical stress and contamination, the report said.

Approximately 50% of Peru’s overall production achieves the size, color and flavor profile (acidity and sweetness) demanded by the international market, the report said.

Currently, government data indicates there are 379 mandarin/tangerine orchards in Peru, with 30 packing and treatment facilities, according to the report.

Duda’s Southern Hemisphere citrus season begins

Fri, 13 Nov 2020 06:40:27 GMT

Duda Farm Fresh Foods , Oviedo, Fla., is starting its South American citrus import program.

It’s the 18th season Duda has offered imported citrus, with supplies arriving through October.

The citrus, marketed under the Dandy label, is from Chile, Peru and Uruguay, according to a news release. Varieties include clementines , lemons , navel oranges , and cara cara oranges. Clementines this season a high sugar-to-acid ratio, according to Duda.

“Through the years, we’ve maintained relationships with trusted growers in the Southern Hemisphere to ensure quality fruit each summer,” Alberto Cuellar, vice president of global business, said in the release. “As we’ve seen an uptick in citrus demand due to COVID-19, we are continuing to meet consumer needs through our import citrus program as the domestic market comes to an end.”

Duda Farm Fresh Foods uses social media, consumer e-mails, influencers and public relations campaigns to promote citrus, along with a citrus recipe contest in the summer. This summer, the company also has a summer promotion to increase foot traffic at retail stores.

“We’re thrilled to be able to bring premium citrus to consumers during domestic off months, allowing them to enjoy the refreshing fruit year-round,” Mark Bassetti, senior vice president, said in the release.

Related stories:

Duda imports citrus for the 17th season

Duda adds Dandy brand cara caras this summer

Bee Sweet Citrus shipping specialty citrus as season ramps up

Fri, 13 Nov 2020 06:49:04 GMT

Bee Sweet Citrus , Fowler, Calif., is ramping up California’s domestic harvest, including specialty citrus varieties.

The season lasts through June.

“While we supply oranges, lemons and mandarins to our consumers year-round, our team is excited to welcome back the return of various specialty citrus varieties just in time for seasonal promotions,” Joe Berberian, Bee Sweet Citrus sales representative, said in a news release.

Pummelos , Meyer lemons , Melogolds and lemons are available now and Chilean mandarins are available until the end of the month.

“The domestic season is an exciting time for our team because we have the opportunity to showcase healthy, versatile varieties,” Berberian said in the release. “With flu season just around the corner, we are proud to provide an assortment of immunity-boosting fruits to our customers.”

Summer Citrus from South Africa sponsors Fresh Summit reception

Tue, 15 Nov 2022 07:35:30 GMT

The borders may remain closed due to the coronavirus pandemic, but Summer Citrus from South Africa is able to participate in the Produce Marketing Association’s virtual Fresh Summit Oct. 13-15.

The Citrusdal, South Africa-based group of citrus growers will sponsor PMA’s virtual global reception at 5:45 p.m. Eastern on Oct. 12.

The reception includes group presentations and “Let’s Get Acquainted” breakouts to encourage networking among participants logging in from around the world.

“With Fresh Summit on a virtual platform this year, we intend to deliver an extraordinary experience offering connections, content and community,” Lauren M. Scott, PMA chief marketing officer, said in the release.

Summer Citrus from South Africa is wrapping up its 2020 season and 21st year in the U.S. market with peak-volume later-season mandarin varieties and Midknights, according to the release.

“It’s been a record year for production and consumption of citrus due to the pandemic,” Suhanra Conradie, CEO of Summer Citrus from South Africa, said in the release. “We’re excited to have the opportunity to connect with the industry online during this time and participate in fostering meaningful and fruitful relationships.”

Related stories:

South Africa citrus promotion boosted by pandemic demand

South African summer citrus begins weekly arrivals

South African citrus season starts soon

DiSilva Fruit, Morning Kiss Organic offer California citrus

Tue, 15 Nov 2022 07:35:09 GMT

DiSilva Fruit and Morning Kiss Organic are ready to deliver delicious, vitamin-packed organic and conventional citrus for the coming citrus season.

DiSilva Fruit and Morning Kiss Organic have seen tremendous growth in specialty and organic citrus over the last 5 years. Citrus is one of the leading categories of all organic purchases, and with additional demand noted as consumers aim to buy healthy foods during the current health crisis Morning Kiss Organic anticipates another strong season.

“Our organic citrus program gives consumers what they want – healthy, delicious fruit full of vitamin C and packaged to ensure it is being minimally handled,” says Nelly Czajkowski, Sales Manager at Morning Kiss Organic. “We’re looking forward to another successful California season.”

DiSilva Fruit will again offer packaged citrus in a range of customizable sizes and formats. Offerings will include California Navels , Cara-Cara Navels, Mandarins , lemons , Limes , and Heirloom Navels.

“Since the start of the pandemic we have seen an overwhelming demand for packaged citrus. Consumers are seeking vitamin C with value and convenience,” says Alden Guptill, Sales Manager at DiSilva Fruit. “And packaged citrus is a perfect complement for the rapidly expanding home delivery and curbside offerings that retailers have greatly expanded in the last few months.”

Employing just-in-time inventory management, citrus is freshly packed to order, in customizable packaging reducing loss to spoilage at retail, and therefore protecting the retailer’s bottom line. Produce is delivered daily to ensure the highest quality, and best tasting selection available.

To discuss how DiSilva Fruit and Morning Kiss Organic can help grow your citrus category and meet increased consumer demand for citrus, reach out to Alden Guptill or Nelly Czajkowski at plant@disilvafruit.com or 617-884-9033.

Fresno County's 2018 production breaks records

Fri, 13 Nov 2020 06:13:44 GMT

Fresno County’s agriculture production in 2018 hit a record $7.89 billion, a 12% increase over 2017 numbers, with almonds, grapes and pistachios leading the list, according to an annual report from the county’s ag commissioner .

The previous record was in 2014, when crop values totaled $7.07 billion. The numbers reflect commodities for fresh and processing markets, and include row crops, dairy, livestock and other production.

Overall, the county’s fruit and nut crops were worth $4.36 billion, an 8% increase from 2017, topping the $4 billion mark for just the second time. Vegetable production values rose a whopping 54%, to $1.52 billion, about 19.3% of the county’s overall ag production.

The numbers don’t represent net income or losses to the producers, Fresno County Agriculture Commission Melissa Cregan wrote in the annual report.

“Crop values vary from year to year based on production, market fluctuations and weather,” she said in the report. “It is important to note the figures provided in this report reflect gross values and do not take into account the costs of production, marketing, transportation, or other ancillary costs.”

The top 10 crops by value in Fresno County in 2018 (and 2017 rank) were:

Almonds, $1.178 billion (1)
Grapes (including fresh, wine, juice and raisin), $1.107 billion (2)
Pistachios, $862.144 million (4)
Poultry, $596.477 million (3)
Garlic , $435.340 million (12)
Milk, $415.812 million (5)
Cattle, $392.235 million (7)
Onions , $370.384 million (13)
Tomatoes $324.508 (8)
Mandarins , $234.969 (6)

Fruits and nuts

Nuts are an important crop in Fresno County. Almonds have surpassed the billion-dollar mark for five years and accounted for 15% of the entire agriculture production in the county in 2018. Pistachios, which moved up a slot, saw a record crop value, according to the report.

While total grape crop values topped $1 billion, the table grape crop was valued at $409.82 million, up from $359.27 million in 2017. Per-ton prices for table grape varieties dropped, but the segment was buoyed by increased yields and more acres being harvested, according to the report.

Oranges dropped from the top 10 for the first time since 2014, although the total value rose $8.81 million to $212.13 million.

Mandarins’ dramatic drop from 2017 shows a value decrease of more than 46%, with a $197.68 million plummet in crop value — despite an increase of about 1,000 harvested acres.

Vegetables

Two years of lower vegetable crop values were wiped away with a 54% increase, to $1.52 billion, according to the release.

A 34% decrease in the crop value of “standard tomatoes” was caused by price drops from the market being “flooded with foreign imports,” according to Fresno County’s vegetable analysis.

Increased yields and price-per-ton paid for garlic boosted the crop value from 12 in 2017 to 5 in 2018.

Related stories:

Top USDA official tours Central Valley

California grape growers expect plentiful fall supply

Fresno County crop report shows 6.55% drop in total value

Sunkist’s Montreal pop-up features herbs, citrus

Fri, 23 Sep 2022 21:37:15 GMT

Sunkist Growers treated Montreal residents to a bright, garden-themed pop-up to escape the winter blues.

The citrus cooperative’s Citrus & Herb Garden taught more than 1,000 people how to pair citrus and herbs to encourage citrus consumption, according to a news release. The event was at Le Cathcart, a new foodie destination at the Place Ville Marie.

Mixologist Rose Simard served mocktails at a citrus herb garden beverage bar, and skincare and wellness expert Léa Bégin taught Montrealers about using citrus for skins scrubs.

“This is a great time of year to bring a little California sunshine to Canada,” Christina Ward, director of global brand marketing, said in the release. “By giving consumers in Montreal a taste of our California-grown citrus, we were able to showcase the versatility of our fruit through herbaceous pairings in dishes, drinks, décor and more.”

Most Sunkist citrus varieties are shipping in winter, including navels , cara cara oranges, blood oranges, Minneola tangelos, lemons and mandarins according to the release.

Sunkist plans another Citrus & Herb Garden pop-up for a tour around Toronto this spring.

Related stories:

Sunkist offers organic citrus bins

Organic citrus gaining ground

Produce companies get ready for the holidays

United puts spotlight on snacking in new FreshFacts report

Tue, 15 Nov 2022 07:37:40 GMT

Fruits that can be eaten out of hand continue to reign in the realm of produce snacking, according to the newest FreshFacts on Retail report from the United Fresh Produce Association.

Produce snacking accounted for $23.4 billion in 2019, and 90% of that amount came from “handheld” fruits, per the report. Apples (18%), grapes (16%) and bananas (15%) account for nearly half of the dollars sales in the handheld fruit group.

Strawberries (13%), blueberries (8%) and mandarins (8%) make up another roughly one-quarter of the total, with the remaining 22% described as “other,” according to the report.

Apples, bananas and strawberries were relatively steady in snacking dollar sales compared to the previous year, while grapes , mandarins and “other” handheld fruits saw decreases.

Blueberries, on the other hand, grew 8.3%, per the report.

Beyond handheld produce snacking, fruit and veggie cups and packs make up 4% of produce snacking, and baby carrots account for 3%. Other contributors including smoothies and juice, snacking vegetables, and deli-prepared vegetable sides.

Snacking vegetables is the produce snack category that has seen the most gains in recent years, growing 5.7% in 2018 and 11.8% in 2019, according to the report.

South African citrus season starts soon

Fri, 23 Sep 2022 19:00:20 GMT

The season for South African citrus in the U.S. is near.

“Overall, the quality of the fruit is looking really good, and increased shipments to the U.S. are anticipated,” Suhanra Conradie, CEO of Summer Citrus from South Africa , wrote in a June 2 newsletter.

The cooperative of more than 300 citrus-growing operations in South Africa is in its 21st year.

In the newsletter, Conradie said clementines are starting to arrive in New York and will continue through early July. The fruit is in its peak.

By the third week of June, about 3,700 pallets and about 90 containers of navel oranges should arrive, Conradie said in the newsletter.

Cara-cara oranges are harvesting slightly earlier, from early June through August. About 4,400 pallets are expected to arrive in early July.

Marketing efforts have focused on promoting to consumers who seek vitamin C, Conradie said in the newsletter.

Summer Citrus from South Africa’s marketing team is using geographically targeted social media advertising to increase traffic at retail stores.

In April, Summer Citrus from South Africa celebrated female leaders in produce, including professionals featured in a video : Conradie, Mayda Sotomayor, CEO of Seald Sweet; Erin Meder, general manager of Capespan North America; and Megan Zweig, vice president of DMA Solutions.

Related news:

Taste of Summer promotes South African Citrus

South Africa looks to summer citrus plans

South African citrus leader Van der Merwe united growers

Sunrays brand to extend to table grapes this winter

Tue, 15 Nov 2022 07:36:57 GMT

Jac. Vandenberg Inc. , Tarrytown, N.Y., will be marketing grapes under the Sunrays brand this winter.

A colorful new website, https://sunraysfruits.com/ , features access to retailer-focused information, market updates and news, according to a news release.

The Sunrays brand began in 2017 and has been growing in demand since, according to the release. The company’s mandarins are marketed under the Sunrays brand.

“We are ecstatic to be adding grapes to the Sunrays product line. With over 70 years of experience in working with the finest grape growers around the world, we couldn’t think of a better product to expand the Sunrays lineup” John Paap, brand manager at Jac. Vandenberg, said in the release.

Steady supplies of the grapes will be available, starting with Peruvian grapes in December.

The brand emphasizes quality and the packaging communicates the company’s giveback and environmental missions, which include sustainable growing practices and innovative packaging, according to the release.

“When we created the Sunrays brand, we wanted to make sure the consumer always walked out of the store feeling good about the purchase they made — not just for the quality of the fruit but for what the brand represents,” Paap said. “When a consumer goes shopping, they are using their purchasing power as a vote for the world they want to live in. In choosing Sunrays they are voting for a world that builds a brighter future for children and our planet.”

For every package of Sunrays fruit sold, a donation is made to Save the Children. Since 2017, Sunrays has donated more than $200,000 to the charity, according to the release.

In 2019, Sunrays received the Plastic Free Trust Mark for tree-fiber based packages. Sunrays offers mandarins in tree-based, biodegradable and home-compostable certified netting

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Wonderful Co. to fund $1 million in COVID-19 relief in California

Fri, 23 Sep 2022 18:07:17 GMT

The Wonderful Co. , Los Angeles, is donating $1 million to non-profit organizations and schools in California’s Central Valley to offset COVID-19 losses.

The company, whose brands include Halos mandarins and Wonderful Pistachios, established a relief fund to address programs, services and resources that were cut by state or federal agencies, or to fund new critical needs, according to a news release.

Organizations and schools in the Wasco, Delano, Shafter, Firebaugh, Avenal, Sanger, Mendota and Del Rey can receive funds if they demonstrate the effects of those cuts.

“Now more than ever, we are focused on the health and well-being of our employees, both while they are doing the essential work of feeding our nation and when they return home to be with their families,” Andy Anzaldo, The Wonderful Co. chief operating officer of philanthropy, said in the release. “We are doing everything in our power to support the vulnerable communities where our employees live and work.

“Our hope is that our $1 million fund will help to stimulate or reinvigorate many vital programs whose budgets have been cut in the face of this devastating pandemic,” Anzaldo said in the release.

The company is taking applications for grants from $1,000 to $100,000. They are due by Aug. 31 to receive a priority status and participants will be notified by Sept. 14, according to the release.

Information on The Wonderful Co. COVID-19 relief fund, visit https://www.wonderfulcommunitygrants.com/ .

Jeremy Tobias, CEO at Community Action Partnership of Kern, said The Wonderful Co. has been critical in helping provide fresh produce to farmers’ markets in Wasco, Delano and other cities.

“We’ve been able to use generous funding from the Wonderful Community Grants program to collect and deliver healthy fruits, vegetables, and staple foods to thousands of low-income individuals and families who are facing the greatest challenges during this pandemic,” Tobias said in the release.

The company’s grants program has donated more than $2 million to non-profits and government programs since it began in 2016, widening its scope this year with the COVID-19 pandemic.

To see more coverage on the industry’s response to the crisis, see The Packer’s COVID-19 webpage .

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Bee Sweet Citrus ready for back-to-school plans

Tue, 15 Nov 2022 07:36:14 GMT

Bee Sweet Citrus , Fowler, Calif., is ready to be part of back-to-school plans, even if students are studying at home.

“Right now, a lot of families are adjusting to work and school,” Joe Berberian, sales representative, said in a news release. “The last thing parents need to worry about is the availability of immunity-boosting produce, which is why we are proud to be a year-round citrus supplier for our customers.”

Bee Sweet imports citrus in the summer to maintain year-round supplies, according to the release, including oranges , mandarins and lemons . The company is sponsoring the Produce for Kids Power Your Lunchbox program for the fifth year.

“Regardless of what the classroom setting looks like, healthy fruits and vegetables play an integral role in a child’s diet,” Monique Bienvenue, director of communications, said in the release. “Through the Power Your Lunchbox program, families have access to more than 70 different kid-friendly recipes, as well as other resources to help families make the most out of the new school year.”

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LGS Specialty Sales takes steps to promote better health

Tue, 15 Nov 2022 07:35:52 GMT

LGS Specialty Sales , New Rochelle, N.Y., is sponsoring a consumer contest, One Step at a Time, to raise awareness of breast cancer and encourage consumers to take steps toward better health.

The company’s Darling Clementine brand will be in pink packaging for a limited time for the campaign, which ends Oct. 23.

During the week of Oct. 26, LGS plans to select two grand-prize winners of workout equipment, a year subscription to fitness app Aaptiv and other items. Another winner receives the Aaptiv subscription and other items, according to a news release. Grand prizes are worth $700 each and the secondary award is worth $450, according to the release.

Participants can enter on the LGS website at www.lgssales.com .

The company’s support of the annual Susan G. Komen Race of a Cure inspired the sweepstakes, according to Luke Sears, LGS Specialty Sales founder and president.

“We’re passionate about encouraging our community to care for their health through movement, nutritious food, and tackling daily stress ‘one step at a time,” Sears said in the release. “We’re thrilled consumers are able to purchase the pink Darling Clementine packaging to raise awareness for a cause so close to our hearts at LGS.”

LGS is using social media advertising, e-mail marketing and influencer partnerships to support the sweepstakes.

Retailers who are interested in displaying the pink packaging in stores can visit the company’s blog for more information .

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Fruit World starts citrus season with bright packaging makeover

Fri, 13 Nov 2020 06:48:24 GMT

Fruit World , Reedley, Calif., is introducing high-graphic recyclable packaging as it enters the citrus season with increased availability of California mandarins and other citrus.

The family-owned grower-shipper will have organic and conventional mandarins , as well as organic oranges , grapefruit , lemons and sweet limes , according to a news release.

Fruit World is shipping new crop organic Rio Red grapefruit, with organic oranges starting in mid- to late October.

“We’re really excited about our new fun and colorful conventional mandarin packaging design, especially because it’s fully-recyclable,” Bianca Kaprielian, Fruit World co-founder and CEO, said in the release. “We love the extension of the Fruit World brand, and how these bags add to the sustainable values which are core to our company.”

Fruit World has an uninterrupted season-long programs for organic and conventional mandarins.

Orchard yields per-acre statewide is expected to be similar to recent years, according to the release, but Fruit World expects increased availability from its own farms and other growers that supply it.

“On the conventional side, our proprietary sweet Early Dulce and Dulce mandarins will be first to market in mid-October, followed by organic and conventional Satsuma mandarins, then clementines,” CJ Buxman, Fruit World co-founder and an organic mandarin grower, said in the release. “We’ll go all the way into June with our Gold Nugget and proprietary Klondike varieties.”

Navel orange yield is expected to be down 5% this season.

“However, we have added some acreage to our mix, so our supply will increase by about 15%,” Buxman said in the release.

Fruit World has a year-round organic lemon program with promotable volumes starting with lemons from California’s desert region starting in early November, through the end of the Central Valley harvest in March.

“We’re committed to providing the most flavorful fruit, and the best customer service possible,” Kaprielian said in the release. “We excel at working with our retail and wholesale partners and tailoring programs to their needs, so they can best serve their customers.”

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Citrus interest big on PMG

Tue, 15 Nov 2022 07:34:44 GMT

Organic pears maintained the top spot on PMG the week of Nov. 30, but citrus showed strong interest overall, taking six of the top 20 spots. Oranges came in at No. 2, lettuce took No. 3, and lemons took the No. 4 spot. Carrots completed the top 5.

The PMG platform connects produce buyers and sellers. Below, find the top 20 searched commodities on PMG during the week of Nov. 30.

Potatoes were No. 6, and avocados took the No. 7 spot. Pummelos came in at No. 8, and eggplant returned to the list at No. 9. Mushrooms rounded out the top 10.

Sweet potatoes took the No. 11 spot, and mandarins came in at No. 12. Apples were No. 13, and cucumbers were No. 14. Mangoes completed the top 15.

Strawberries were No. 16, and broccoli came in at No. 17. Okra was No. 18, and navel oranges took No. 19. Specialty Seville oranges completed the top 20.

Chilean citrus starts, backed by online campaigns

Tue, 15 Nov 2022 07:37:27 GMT

The Chilean Citrus Commitee has moved the bulk of its consumer and trade marketing campaigns online this summer, during the COVID-19 pandemic

“As the country continues to open up, retail promotion formats will also continue to evolve,” said Karen Brux, managing director of the Chilean Fresh Fruit Association, in a news release. “We envision primarily online programs, like digital coupons or online cooking classes, but as in-store opportunities increase, our merchandisers in the U.S. and Canada will be ready to support these programs.”

Citrus is seeing heavy consumer demand, as its immunity-boosting properties spur interest during the pandemic, according to the fruit association.

“We’ll give this an extra push through social media outreach and online contests during the Chilean citrus season,” Brux said in the release.

The association has more than 500,000 Facebook fans, and 20,000 subscribers to its Fruits from Chile newsletter, according to the release.

“These will be two key vehicles in communicating healthy, family-friendly ideas for using Chilean citrus throughout the day, whether easy peelers, lemons or navels,” Brux said in the release.

The Chilean citrus industry expects to export about 347,000 in all categories, an increase of about 4% from last season. Mandarins and clementines will drive most of that growth, according to the release, with navels slightly below the 2019 season, and lemons about the same.

North America is the leading market for Chile’s citrus exports.

Clementine volumes are ahead of last year, and harvest is in the Coquimbo and Valparaiso regions, with the O’Higgins region just starting.

“This season’s weather and growing conditions have been ideal for growing sweet fruit with good sizing,” Juan Enrique Ortuzar, president of the Chilean Citrus Committee, said in the release. “Cool fall nights have given the clementines a brilliant orange color and very good Brix.”

Promotable volumes of easy peelers will be available through October.

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‘Orange is the new snack:’ Chilean citrus sees growth in pandemic

Tue, 15 Nov 2022 07:35:58 GMT

Chilean navel oranges are riding the wave of popularity the citrus category is seeing during the COVID-19 pandemic.

Demand for the imported oranges has translated to “great sales momentum” in September, with week 35 (the last full week of August) shipments at almost 70,400 tons sent to North America, which is 95% of total exports for the season, according to a news release.

“Now more than ever, consumers are looking for fresh, healthy foods, and seeking out fruits that are high in Vitamin C,” Juan Enrique Ortuzar, president of the Chilean Citrus Committee, said in the release. “Navel oranges are a natural go-to.”

A Sept. 9 New York Times article on the COVID-19 pandemic’s effects on shopping declared “Orange is the new snack.”

The Chilean Citrus Committee shifted most consumer and retail promotions this season online, focusing on different uses and health benefits.

“Millions of Americans are working from home, going to school from home and cooking more meals than ever at home,” Karen Brux, managing director of the Chilean Fresh Fruit Association , said in the release. “People are looking for nutritious and convenient meal and snack ideas, so we’ve responded with some tips that will hopefully make their days just a little bit easier and healthier.”

As Chilean orange exports to North America wind up before the end of September, mandarin exports are picking up, with double-digit growth expected this season. Mandarin promotions run through early November, according to the release.

Chilean orange harvests are nearing completion, with shipments wrapping up over the next few weeks. As mandarin exports ramp up, retailers will be shifting their promotion focus to this category, which is anticipating double digit growth in 2020. Mandarin promotion programs with run through early November.

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USDA releases info on first California mandarin survey

Fri, 13 Nov 2020 06:49:59 GMT

The U.S. Department of Agriculture has released the first California mandarin objective measurement survey.

The USDA’s National Agricultural Statistics Service in California sampled 271 Tango, w. murcott, afourer and white murcott mandarin varieties randomly, according to a NASS news release.

The trees are in Fresno, Kern, Madera, Tulare and other counties.

Average fruit set per tree was 945, with an average diameter of 1.49 inches, according to the release.

The fruit counts were made from two trees in each orchard.

“Because this is a new survey, a production forecast will not be made for at least three years,” according to the release.

The NASS reported the following results from its first mandarin survey, including the average fruit set:

Fresno County, 31 samples, 1,378;
Kern County, 66 samples, 1,005;
Madera County, 34 samples, 694;
Tulare County, 132 samples, 912; and
Other counties, eight samples, 367.

Apeel Sciences secures $250 million in financing

Tue, 15 Nov 2022 07:37:50 GMT

Santa Barbara,Calif.-based Apeel Sciences has announced $250 million in new financing, and endorsements from Oprah Winfrey and Katy Perry.

The financial boost brings the company’s valuation to more than $1 billion.

It will enable the company, which markets a post-harvest shelf-life extending technology for fresh produce, to continue tackling food waste on the global level, according to a news release.

GIC led investors on the round of funding, with Viking Global Investors, Up front Ventures, Tao Capital Partners and Rock Creek Group also participating. Celebrities Oprah Winfrey and Katy Perry joined the effort as minority, non-participatory investors to support Apeel’s mission, according to the release.

“I hate to see food wasted, when there are so many people in the world who are going without,” Winfrey said in the release. “Apeel can extend the life of fresh produce, which is critical to our food supply and our planet too.”

In 2020, Apeel is on track to save 20 million pieces of fruit from going to waste at retail stores and extending the shelf life of produce in consumers’ homes, according to company officials.

In April, Starr Ranch Growers, Wenatchee, Wash., said it will be using Apeel Sciences’ treatment for organic apples . In January, German retail organization EDEKA Group said it is featuring citrus treated with Apeel Science’s shelf-life extender in select stores, with treated oranges and clementines anticipated by the end of the year. In September, Kroger said it was expanding a pilot with Apeel avocados to all stores.

Apeel Sciences offers a plant-derived solution applied to fresh produce after harvest that slows water loss and oxidation. The company says the technology can double to triple the shelf life of many produce items without the need for refrigeration.

On average, the company said U.S. retailers that use Apeel have experienced a 50% reduction in shrink, a 5-10% growth in dollar sales, and an incremental 10% growth in dollar sales when sold in conjunction with in-store marketing campaigns. Apeel can help safeguard from COVID-19 related losses on produce items, according to the release, by increasing flexibility for suppliers and retailers.

Apeel’s new funding will support the company’s initiatives in Sub-Saharan Africa, and Central and South America.

“We are proud to team up with GIC to help create a better future with less waste,” Apeel Sciences CEO James Rogers said in the release. “Food waste is an invisible tax imposed on everyone that participates in the food system.

“Together, we’re putting time back on the industry’s side to help deal with the food waste crisis and the challenges it poses to food businesses.”

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As U.S. demand rises, easy peelers lead South African export growth

Fri, 23 Sep 2022 19:00:28 GMT

Duty-free access to the U.S. market is one factor in rising production and exports of South African citrus, according to a new report. The rising popularity of easy-peeling mandarins and clementines is another.

In a report on South African citrus, the U.S. Department of Agriculture’s Foreign Agricultural Service
said production and export of tangerines/mandarins, lemons and limes is expected to continue growing in 2018-19 and beyond based on the increase in area planted, new plantings coming into full production, and improved water management by growers.

The report said duty-free exports of citrus to the U.S under the African Growth Opportunity Act are expected to continue to grow at a strong clip.

While oranges are the biggest citrus type produced in South Africa and account for 58% of total citrus area planted, the report said there is recent growth in tangerine, mandarin, lemon and lime acreage.

Total citrus area planted in 2017-18 was 191,600 acres, up 3% from 185,000 acres in 2016-17.

South Africa shipped more than 45,000 metric tons of oranges to the U.S. in 2018, but the report said a gradual shift from oranges to mandarin/tangerine exports is expected over time.

South African farmers supplying the U.S. have been replacing orange orchards with mandarins and tangerines in response to higher demand and premiums, according to the report.

Rise of mandarins and tangerines

South African production of tangerines/mandarins (the report includes both varieties in a single category) is estimated to increase by 9% to 305,000 metric tons in 2018-19, up from 280,000 metric tons in 2017-18.

“There is a growing trend of farmers aggressively establishing new orchards under netting which has improved the water efficiency and the overall quality of soft citrus production in South Africa,” the report said.

Tangerines/mandarin acreage is estimated to increase by 5% to 35,000 acres in 2018-19, following annual acreage gains for those varieties since 2011.

The report said exports of South African tangerines/mandarins will increase by 9% to 285,000 metric tons in 2018-19. The United Kingdom is the biggest export market, but shipments to the U.S. have grown by an average of 15% a year over the past four seasons, from 7,443 metric tons in 2013-14 to 13,695 metric tons 2017-18.

“This growth trend is expected to continue based on the rising U.S. market preference for easy peelers,” the report said.

Fruit World to offer organic mandarins throughout season

Fri, 13 Nov 2020 06:15:15 GMT

Fruit World Co. , Reedley, Calif., will have a full lineup of citrus in promotable volumes this season.

The conventional and organic fruit producer has an uninterrupted supply of organic mandarins through the California season, as well as supplies of conventional stem and leaf mandarins, according to a news release.

“We’re excited to be entering citrus season with a robust organic and conventional mandarin program, which this year includes five varieties of organic mandarins and the earliest availability of conventional California mandarins,” CJ Buxman, co-founder of Fruit World and an organic mandarin grower in the San Joaquin Valley, said in the release.

Buxman grows organic satsumas, clementines, Page, Tango and Gold Nugget mandarins, with supplies shipping from November to June. Fruit World expects to increase organic mandarin volumes 20% this season.

The company has a year-round California organic lemon program, with peak shipping from November to March. Organic grapefruit ships in early October, followed by navels in late October. Navels peak December through February.

Other varieties, including car acaras, blood oranges, meyer lemons and Minneola tangelos, start shipping in late December, according to the company.

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Classic Harvest mandarin bags celebrating Sesame Street’s 50th

Tue, 15 Nov 2022 07:40:22 GMT

Classic Harvest , Paramus, N.J., is packing mandarins from Chile and Peru in limited edition Sesame Street 50th Anniversary packaging featuring Cookie Monster.

The company participates in the Eat Brighter! campaign year-round, but the 50th anniversary packaging is available for a limited time, according to a news release.

“We ship eat brighter! Cookie Monster mandarins year-round,” Jennifer Westerhoff, Classic Harvest executive vice president, said in the release. “The anniversary packaging is a fun way to wrap up Classic Harvest’s record summer of shipping mandarins.”

Classic Harvest increased volumes from Peru and Chile “exponentially” this summer, according to the release.

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U.S. imports of European citrus face 25% tariff

Thu, 22 Sep 2022 02:13:46 GMT

U.S. importers of European citrus will soon have to pay an additional 25% tariff after the World Trade Organization sided with the U.S. in its dispute with the European Union over illegal subsidies to Airbus.

The World Trade Organization is expected to approve the tariffs on Oct. 14, as part of of U.S. countermeasures in the $7.5 billion arbitration award. The U.S. is applying a 25% tariff on agricultural products from the European Union.

According to the Office of the U.S. Trade Representative, the WTO award of $7.5 billion annually is by far the largest award in WTO history, almost twice the largest previous award. The amount was based on WTO findings that the European Union aid for Airbus caused significant lost sales of Boeing large civil aircraft.

Fresh produce items hit by the 25% tariff include oranges, mandarins and lemons. In 2018, the U.S. imported $14 million in Spanish clementines. In 2017, the U.S. imported nearly $7 million of Spanish lemons.

The complete list of new tariffs is online.

Wonderful Citrus selects Zak Laffite as new president

Fri, 13 Nov 2020 06:21:20 GMT

The halo of leadership for Delano, Calif.-based Wonderful Citrus is changing.

Zak Laffite. chief sales officer, will be the new president of Wonderful Citrus on Jan. 1, succeeding David Krause.

Krause, who joined the company when it was named Paramount Citrus, has been president of the company for 20 years, and will move to a newly created role of advisor to Stewart Resnick, chairman and president of The Wonderful Co., according to a news release.

Wonderful Citrus, part of Los Angeles-based The Wonderful Co. , owns, cultivates, and harvests fresh citrus from 60,000 acres, Paramount Citrus officially became Wonderful Citrus in mid-2015.

The company’s brands include Halos mandarins, Wonderful Seedless Lemons and Sweet Scarletts red grapefruit from Texas.

“Zak approaches this role with a deep understanding of our business, and a unique talent for working cross-functionally with our employees, retailers, and grower partners,” Resnick said in the release. “David will be missed by the entire Wonderful Citrus family, but I’m thrilled he has agreed to remain on in an advisory capacity and I look forward to Zak leading our business well into the future.”

Reflections

Krause said he has enjoyed being part of the growth of Wonderful Citrus, with Halos becoming an established popular consumer brand. The company debuted the mandarin brand in mid-2013, and Krause noted its growth, along with the category, over the years.

“You think about where it was 20 years ago versus where it is today,” he said. “Along that way, when we had a really special journey with the brand, building a consumer brand like the Halos.”

When Krause began, he said Paramount Citrus had an orange and lemon business in California only. Now Wonderful Citrus grows and markets fruit from California, Texas, Florida and import markets, representing nearly every citrus variety in domestic and imported fruit, he said. Krause said the Resnick’s ownership has allowed the company to invest in its brand in a big way, and Krause sees continued growth.

“The Resnicks have been very gracious and allowing me to stick around and but yet slow down a little bit, and that matches with some of my personal desires to do a few other things,” he said, noting his involvement in his own farm. “It is time for me to get out of the way and let (Zak and the team) take this business to the next level.”

New era

Krause said that Laffite has much experience through various positions at the company, which he joined in 2004.

“There’s almost nothing In the business that he hasn’t done, perhaps short of driving a tractor,” Krause said. “Given that expertise and exposure that he’s had, there isn’t much of this business that he doesn’t know very intimately.”

Laffite was born and raised in Honduras, and his father owned a citrus farming operation. Laffite’s responsibilities at Wonderful Citrus have been broad, including senior director of product management and strategic planning, vice president of field operations and product management, and chief operating officer.

“If you are an ambitious person, somebody who enjoys being in this sort of fast-paced environment, there couldn’t be a better place to work,” he said.
Challenges in the future include building on the foundation established under Krause’s leadership.

“You could say the last decade has been about us growing and then climbing to a position of leadership within the industry, and I think from here on out it’s going to be about sustaining some of those challenges, maintaining our position and evolving,” he said.

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