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n SELL MORE CALIFORNIA CITRUS
One of the best ways to sell more California citrus is with in-store desti- nation displays, recommends Robert Schueller, director of public relations for Melissa’s/World Variety Produce in Los Angeles. “Build the display by creating categories in each variety of citrus. For example, merchandise all orange vari- eties – Navels, Cara Caras, Bloods — together. The same with Mandarins, grapefruit, lemons, limes and specialty citrus. The fruit is fine at room tempera- ture. There is no need to use refriger- ated space.”
Some 70 to 80 percent of California’s citrus is sold in bulk. However, “in terms of marketing, bright, eye-popping pack- aging definitely captures the consumer’s attention,” says Jason Sadoain, sales representative for Bee Sweet Citrus, in Fowler, CA.
Bagged product has increased over the past five years, says Sunk- ist’s DeWolf. “Consumers buy with their eyes, and for this reason, items like Giro and pouch bags have really grown in popularity. Additionally, we are seeing trends toward lower weight bags (from 4-pounds to 3-pounds) as retailers try to maximize their own sales and margins and match them to consumer desires for high quality at lower prices.”
Merchandising is key for citrus at Kowalski’s Markets, an 11-store chain based in Woodbury, MN.
“We pick the right item at peak time and pair it with effective merchandising, coupled with demos to expose our shop- pers to the quality of product we offer,” says Max Maddaus, produce director.
Cross-merchandising can be particu- larly effective for citrus.
“Retailers short on space, and even for those who aren’t, should consider secondary display units to highlight
specific varieties, especially some of the lesser-known varieties. For example, lemons benefit from placement next to seafood and liquor. Also, during cold and flu season, place citrus in the pharmacy in a display bin with signage touting its vitamin C content and health bene- fits. This is especially good for Cara Cara navels, which have a higher vitamin C content than conventional navels and naturally contain lycopene, a powerful antioxidant.”
Price drives citrus sales, say grow- er-marketers, who suggest promoting a variety of citrus each week during Cali- fornia’s peak winter months. Themes such as a Citrus Celebration or Squeeze the Day, with and without price promo- tion, are also ways to keep register’s ringing.
Last February, Mandarins featured prominently in Tops Friendly Markets’ Produce Olympics, a display contest for the retailer’s associates with a different theme for each of the four weeks. The themes included Curling with potatoes, a Berry Biathlon, Chilean Cross Country and The Halo Bobsled event.
“It was a very successful promotion,” says Jeff Cady, produce director.
This season, The Wonderful Company will drive consumer demand of its Halos brand Mandarins with a $28 million consumer marketing campaign, says Adam Cooper, vice president of marketing for major citrus grower-mar- keter, The Wonderful Company, head- quartered in Los Angeles. “This robust 360-marketing campaign will debut produce’s biggest in-store display program ever, six television commer- cials, digital, social media, influencer marketing, FSIs, a Times Square bill- board, and many other exciting promo- tions.” pb
with consumers include Meyer lemons, available out of California October to March, and Pink lemons, which ship September to February.
“Meyer lemons are a wonderful alterna- tive to conventional lemons with their subtly sweet mellow avor, herbal scent and extreme juiciness,” says Sunkist’s DeWolf.
GRAPEFRUIT. “Grapefruit is some- thing we’re seeing more opportunity in, both pink and red esh,” says the CCM’s Nelson.
Beyond this, specialty grapefruit grown in the state include the Cocktail grapefruit, avail- able November to February, and Melo-Gold, Oro Blanco and Pummelo, which harvest November to March.
“Pummelos are
the most-amazing, mellow-flavored
and sweet grape-
fruit you can nd,
so don’t let their
large size intimi-
date you, as they are
delicious,” says Sunkist’s DeWolf.
SPECIALTIES. e long- ngered Buddha’s hand is one of the specialty citrus varieties sold at Tops Friendly Markets, says Cady. “We’ll bring it in during the holidays. It’s popular as an ornamental centerpiece.”
California Minneolas and Tangelos, crosses between a Tangerine and grapefruit, ship from December to April.
“We’re seeing more interest in citrus specialties by retailers that want to o er that ‘something di erent’ for their customers,” says Alex Jackson Berkley, assistant sales manager at Frieda’s Specialty Produce, in Los Alam- itos, CA. “ is includes Kumquats, Limequat, Mandarinquat, nger limes and Calamondin.” ( e Calamondin is a natural hybrid of a sour Mandarin and Kumquat).
Pummelo
Calamondin
PHOTOS COURTESY OF FRIEDA’S SPECIALTY PRODUCE
Fingerlimes
Mandarinquats
TACKLING CHALLENGES
California’s citrus industry is sizable, comprising 270,000 acres. It is pegged at more than $7 billion, according to a May 2018-report by the Visalia, CA-based Citrus Research Board. However, weather, avail- ability of water, wild res, labor and pest issues are all challenges for the growers.
“Citrus growing regions in California expe-
rienced extreme heat this summer, which we continually monitor to understand how the winter crops will react,” says Cooper. “But overall, the next crop year for citrus should remain strong for our company and the industry.”
To o set the state’s demand for water on all fronts, including ghting wild res, retailers should expect price increases that
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