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CITRUS
The citrus category remains one of the more significant fruit categories at retail, contributing nearly 8 percent to the department sales dollars. Consumers continue to explore the category, adopting trial purchase of specialty citrus and loading up their shopping carts with easy-peel mandarins. The mandarin category continues to drive the citrus category, accounting for more than 40 percent of citrus sales.
DISPLAY IDEAS
With mandarin sales driving the cate- gory, it’s imperative they are merchan- dised boldly in the front of the produce department. Offering both 3-pound and 5-pound bags gives consumers the choice to select the amount of Cuties that fits their family size. With American diets changing and snacking becoming a norm for dietary behavior, Cuties launched its Snacking Station as a secondary display to drive impulse sales outside of the produce department.
display space for the holidays and cold- and-flu season increases sales and incremental purchase activity.
Sun Pacific has display merchandisers for Cuties, and heirloom navel oranges called Vintage Sweets. Our high- graphic merchandisers provide greater flexibility for waterfall
displays, create eye-catching displays that attract shopper attention and they drive sales with secondary displays.
Cross-promoting citrus in the meat and fish departments, as well as displays of Cuties at the checkout register, also increases sales. Display bins for bagged navels also are a successful way to capture sales. These bins can accom- modate 4-pound, 5-pound, 8-pound and 10-pound combo poly bags.
VARIETY AND AVAILABILITY
Providing a variety of citrus widens appeal to many different shoppers and increases purchases. From mandarins to oranges to lemons, as well as unique heirloom varieties, the greater the variety, the greater the opportunity for shoppers to add additional citrus to their baskets. As well, be sure to provide a variety of packaging options from bulk to multiple-sized bags.
PROMOTIONAL/ ADVERTISING IDEAS
The holidays and winter are peak times for citrus. Cuties are heavily promoted to consumers and help drive this segment
Retailers can take advantage of piggybacking on the large amount of consumer support via Disney World® Sweepstakes, digital couponing, social media, radio, outdoor and public rela- tions provided by Sun Pacific. We work very closely with our customers’ social media channels to provide useful content and educational information.
And, given today’s consumer orienta- tion toward sustainability and interest in where food comes from, Sun Pacific takes the opportunity to share with consumers the heritage and focus of our family business and roots in produce.
SUN PACIFIC
Take advantage of promotional opportu- nities and seasonality when displaying citrus. Winter is peak citrus season, and moving the displays to the front of the department and securing increased
SUN PACIFIC
1095 Green St.
Pasadena, CA 91106
(213) 612-9957 www.sunpacific.co sunpacificanswers@gmail.com
24 / MARCH 2019 / PRODUCE BUSINESS
MASTERS OF MERCHANDISING
of the citrus category, representing almost 40 percent of citrus sales. Navel bagged ads work well. Depending on shopper demographics, you can go with 4-pound, 8-pound or even 10-pound bags.