+33 680 38 14 46
Sunkist partners with VIDAfresh to expand citrus sales in the UK
VU
The programme will launch with the upcoming Northern Hemisphere season and could later extend into other European markets.
Sunkist Growers has entered a new alliance with VIDAfresh to increase the availability of Sunkist-branded citrus in the United Kingdom, the cooperative announced.
The programme is due to begin with the upcoming Northern Hemisphere citrus season and will cover oranges, easy peelers, lemons, limes, grapefruit, pomelos and other hard citrus varieties. The fruit will be supplied to retail, wholesale, processing and foodservice customers.
Under the agreement, Sunkist will provide its citrus expertise, international sourcing network and established brand, while VIDAfresh will manage regional commercial activity, logistics and customer service.
Christian Harris, Chief Operating Officer at Sunkist Growers, said the partnership also had a personal significance for him, as Sunkist was a familiar brand during his childhood in the UK. He added that the agreement would help bring Sunkist citrus to more customers in the region while maintaining the quality and consistency associated with the brand.
The move also renews a long-standing connection between Sunkist and the UK market. The cooperative first shipped California citrus to London in 1953.
Scott Davies, Managing Director at VIDAfresh, said Sunkist's reputation and history made the partnership an important opportunity for the company. He said VIDAfresh's produce knowledge, commercial and logistics teams and established customer relationships would support the development of a long-term platform for Sunkist in the UK and, eventually, other European markets.
The initial phase will focus on strengthening Sunkist's fresh citrus presence across UK sales channels. Additional varieties, longer seasonal availability and wider distribution in Europe could follow as the programme develops.
Sunkist and VIDAfresh will also present the collaboration at Fruit Attraction in Madrid this October at the VIDAfresh stand in Hall 10, Stand B13.
For more information about the Sunkist–VIDAfresh citrus programme, contact us today.
