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in the Summer test was a massive success last season that will be broadly expanded this year,” he says. “Cara Caras are new and trending, at the expense of Navels.”
According to Fraser-Jones, South Africa has a full complement of mandarin varieties, from Clemenules to Nadorcott. “Retail should be looking out for them June through end of October,” he says. “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 looking to promote, since it’s traditionally a slow sales period.”
Seald Sweet’s Vinson notes the most popular and trending mandarin varieties are the true seedless. “Also important is high color with good sizing,” he says. “And, of course, great flavor is always the key to repeat sales.”
Clementines and Murcotts are in highest supply with some Tangos also available, according to Cockle. “July through September are key promotional months,” he says. “These show more consistent color and internal charac- teristics, and large permanent netting structures ensure they are consistently seedless.”
Retailers also can look for newer products to add to the differentiation of the summer citrus category. “Look for Fair Trade Navels and easy peelers,” says Capespan’s Meder. “And, new production is focused on new varieties that will see an earlier harvest to meet the needs of many markets.”
Grapefruit, according to Cockle, is another good offering from South Africa coming at a time when supplies are limited in North America. Meder notes the quality and eating experience afforded by imported South African Star Ruby grapefruit is generally superior to domestic production at the same time.
Thus, grapefruit from South Africa is an item all produce retailers should be carrying, suggests Highland Park’s Gibbons. “California does not grow an abundance and their quality is not nearly as good as Florida or Texas,” he says. “If you want quality grapefruit in the summer, South Africa is the answer.”
HELP IN PROMOTION AND PLANNING
Retailers will find valuable support in promoting summer citrus. “Marketing dollars are available from both the growers and importers to promote movement during peak time periods,” says Seald Sweet’s Sotomayor.
Summer Citrus from South Africa, growers and importers collectively offer great resources. “Through these, we can provide information and material to help retailers share the story with their customers,” says Meder.
Retailers and importers can take advantage of Summer Citrus from South Africa’s trade page —tailoringcontentspecificallyforthem.“We want to be as helpful to our partners as possible, which is why you’ll find various downloadable resources and contact information to request branded materials,” says Conradie.
Individual marketers also provide support. For example, Wonderful Citrus has a dedi- cated team of sales professionals supported by 250 retail merchandisers across the U.S. and Canada. “They make custom solutions for
our partners that drive volume and sales,” says Cockle.
Good merchandising starts with ample planning. “We realize there is a lot of competi- tion in the summer for shelf space,” says Meder. “We encourage retailers to discuss and plan for promotions early to maximize opportunities.”
It’s all about planning and executing, says Cockle. “South Africa has great availability and quality, but you need to plan your promotions in advance so you have the right product at the right place at the right time,” he says. pb
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nSUMMER MERCHANDISING
Effectively merchandising summer citrus means highlighting taste, color and conve- nience. “Citrus always adds color to any display and helps make your department look better,” says Brian Gibbons, produce director at Highland Park Market in Farmington, CT. “I try to have a citrus item in the flyer every week.”
Suhanra Conradie, chief executive of Summer Citrus from South Africa in Western Cape, South Africa, notes the importance of color. “Thus, our branding is intentionally bright and fun,” she says. “We encourage retailers to own this by promoting South Africa as the growing location and inspiring use with co-promotion of products.”
Price is also a huge factor. And end caps at retail are always very successful, suggests Fraser-Jones. “Retail must stop consumers before they enter the produce department,” he says. “Large open display shelves with good quality fruit sells. Make sure you are not displaying fruit that looks old or decayed – keep displays fresh. Advertising in weekly store mail drops with coupons attached will attract consumers.”
In summer, it’s all about shelf space, advises Chris Cockle, senior director imports for Wonderful Citrus in Fort Pierce, FL. “There are a lot of competitive items rying to attract consumers, so it’s important to leverage our Halos point-of-sale materials to create eye-catching displays and appeal to impulses for a healthy, easy-to-peel snack,” he says.
Stores can create excitement with the first arrival of summer citrus. “Everybody runs ads with the South Africa Navels because everyone is really chomping at the bit to get some kind of good eating orange,” says Mark Cotê, produce merchandiser for Redner’s Markets in Reading, PA. “It’s an exciting item to promote.”
Redner’s puts summer citrus on front tables when the various seasons start. “You see good movement because customers really want citrus,” says Cotê. “And, once they try the product, the taste keeps them coming back.”
Given the great taste of South African citrus, simple demos help increase sales. “Demos during peak season enhance the consumer’s knowledge and willingness to purchase,” says Gray Vinson, commodity manager of imported citrus at Seald Sweet, Vero Beach, FL. “We strongly recommend it to our retail partners.” pb