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lenge for retailers or consumers to know what they’re purchasing.”
ABUNDANT OFFERING
Stores can offer a comprehensive South African citrus program with variety and volume. “The program has grown and evolved over the past several years because our business model manages supply and demand in the U.S.,” says Conradie. “Summer Citrus from South Africa sells some of the finest easy peelers, Star Ruby grapefruit, and oranges, and we encourage retailers to promote the entire line of products.”
South Africa’s portfolio of citrus includes Navels, Midknights, easy peelers (clementines, mandarins), Star Ruby grapefruit and Cara Cara oranges. According to Conradie, the marketing season primarily runs May through October. “Retailers can find much more infor- mation about specific variety and season at our website and by downloading our toolkit, which shows availability by product,” she says.
Miles Fraser-Jones, director of global busi- ness development for The Tom Lange Family of Companies (Seven Seas) in Glassboro, NJ, notes the benefit of having continuous supply to maintain shelf presence and the resultant growth. “The mandarin category is by far expe-
“South Africa is a very progressive supplier with regards to mandarin production with innovative, world-class growers. The month of August is when retailers should really be look- ing to promote, since it ’s tradi- tionally a slow sales period.”
— Miles Fraser-Jones of Tom Lange (Seven Seas)
riencing the most growth,” he says. “Star Ruby grapefruit has experienced good growth, too.”
For the 2019 season, marketers expect volumes to remain stable or slightly lower in oranges but with continued increases in other items. Cockle estimates Navel orange shipments to the U.S. may be down slightly. “Easy-peeler volumes will increase due to more plantings maturing,” he says. “Grapefruit should be similar to last season, and Cara Caras will be down slightly due to weather issues. Valencias are looking like they will be down significantly later in the season.”
Meder reports estimated volume for 2019 indicates easy peelers will increase, while Navel volumes shipped to the U.S. and Canada are expected to be stable. “Due to weather conditions, we do expect Midknight volume to be down this year for some growers,” she says. “Over the past two years, we have seen easy-peeler category sales show double-digit growth, until this winter. We also have enjoyed increased sales for South African Star Ruby grapefruit.”
CORNERSTONES OF THE CATEGORY
Navels and easy peelers form the backbone of the citrus category. “Navels and mandarins are always popular,” says Redner’s Cotê.
Navels should arrive in July and last through the end of September, explains Gray Vinson, commodity manager of imported citrus at Seald Sweet. “The back-to-school time period starting in August has great promotional opportunities, especially since it’s the product’s peak taste period.”
Capespan’s Meder advocates for retailers to prepare for Navel promotional volumes late July through early September.
Mandarins continue to grow as a category in the summer according to Cockle. “Our Halos
22 / MAY 2019 / PRODUCE BUSINESS