Page 38 - February2019

orange consumption declined by nearly 20 percent, from nearly 3 billion pounds to barely more than 2.2 billion pounds.
Although a large majority of the manda- rins sold in the U.S. come from California’s Central Valley, imports also have grown signi cantly, with China, Turkey and Morocco the largest global exporters.
BRANDING MATTERS
California growers harvested 260 million pounds of mandarins, tangerines and tangelos in the winter of 2006-2007, according to California Department of Food & Agricul- ture statistics, but just nine years later, the total stood at more than 1.7 billion pounds and was still rising.
With a number of varieties extending the season, Golden State growers produce more than 90 percent of the mandarins harvested in the country, and these shippers expect the market to keep expanding.
“We anticipate consumption for easy- peel varieties to rise during the spring and
“ e demand for sweet, seed- less and easy-to-peel mandarin varieties has become more than a trend, it has become a lifestyle choice for consumers.”
— Adam Lazo, Wonderful Citrus
summer months,” says Monique Bienvenue, director of communications at Bee Sweet Citrus, Fowler, CA. “ e demand for manda- rins remains steady.”
Bee Sweet, a 30-year-old citrus grow- er-packer-shipper that ships from Cali- fornia’s Central Valley throughout the U.S., Canada, Europe, and the Paci c Rim, includes in its sequence of o erings Satsuma, Clementine, Page, Murcott and Gold Nugget mandarins.
Easy-peeler mandarins bene t from checking boxes for many megatrends as they
are convenient, healthy and just the right size for a snack or a child’s lunchbox.
“ e demand for sweet, seedless and easy- to-peel mandarin varieties has become more than a trend, it has become a lifestyle choice for consumers,” says Adam Lazo, senior cate- gory director of sales at Wonderful Citrus, Los Angeles. “ ere are some key macro consumer trends that may be contributing to rising demand. Fifty percent of eating occa- sions are now snacking, and 70 percent of Americans admit ‘they could be healthier, so more consumers are seeking healthier snack options. According to the Nielsen Total Food View Report in June 2018, Americans spent nearly $178 billion on fresh foods in the past year, including fruits like mandarins that are easily snackable.”
Wonderful Citrus commands a slight majority of the mandarin category with its trademarked Halos brand, which accounted for more than a quarter of all the growth in the entire produce department last season, according to company gures.
n GET THEIR ATTENTION AND THEY WILL BUY
Because consumers generally know how deliciously sweet mandarins are, merchandising comes down largely to getting their attention.
The whimsical names and cartoon char- acters help and so, too, does a display that lets you feel the convenience of this fruit.
“Consumers tend to gravitate towards pre-packaged items that make grocery shopping a fast, hassle-free experi- ence,” says Monique Bienvenue, director of communications at Bee Sweet Citrus, Fowler, CA. “Bright, colorful packaging works great for catching the attention of consumers, and showcasing the fruit’s characteristics can help educate individuals on the unique traits of specialty varieties.”
Some of the larger shippers have developed merchandising campaigns that include in store displays guaranteed, almost, to attract attention.
“Sunkist launched its ‘Fresh from the Grove’ Delite mandarin secondary display bin in select markets last year,” says Chris- tinaWard,directorofcommunicationsat Sunkist Growers, Valencia, CA. “The new unit is making its nationwide debut this season. It has a farmers’ market feel. It’s the perfect solution for retailers who want to increase selling space within a small foot- print, as it can hold up to three cartons of
38 / FEBRUARY 2019 / PRODUCE BUSINESS
2-or3-poundbags.Wealsohavetheability to customize promotions and point-of-sale materials to fit our customers’ needs.”
Wonderful Citrus, Los Angeles, mean- while has invested $30 million in a promo- tional effort aimed at keeping it in the category’s top spot.
“Halos’ marketing campaign is designed to drive sales, accelerate cate- gory growth,” says Adam Lazo, senior category director of sales. “We are committed to quality, guaranteeing the superior taste, freshness and consistency that consumers have come to expect.” pb
PHOTO COURTESY OF WONDERFUL COMPANY