Prominent U.S. citrus producer introduces two major initiatives

In early October, Sunkist® showcased its dedication to sustainability and compassion at the IFPA Global Produce and Floral Show in Atlanta, Georgia. Their booth embraced a vibrant pink theme and unveiled a new design featuring fully recyclable corrugated cardboard. Sunkist also introduced two notable initiatives: the Power with the Pink Orange® program and the Sunkist i3® platform.

The Power with the Pink Orange® Cara program was a standout of the event, as noted by Cassie Howard, Sunkist’s Senior Director of Category Management and Marketing. “This initiative goes beyond citrus—it’s about creating meaningful impact. The pink theme touched everything, from the booth's branding and show advertisements to exclusive packaging, promotional materials, and even our team’s pink attire, all symbolizing support for an important cause."

The booth's decor included specially designed packaging with pink ribbons and coordinating in-store displays, all aimed at increasing breast cancer awareness in collaboration with the National Breast Cancer Foundation (NBCF). Sunkist’s partnership with NBCF focused on providing valuable resources for those impacted by breast cancer, with campaign elements such as display bins, stackable towers, and retail marketing tools.

Howard shared that face-to-face meetings with retailers offered a valuable opportunity to introduce fresh merchandising concepts that enhance the citrus category. They designed dynamic displays and engaging in-store promotions, supplemented by digital campaigns using location-based advertising, influencer collaborations, recipe content, and co-branding partnerships. Their goal was to motivate shoppers to add citrus to their carts.

Sunkist’s marketing programs were crafted to help retailers meet their specific objectives while connecting with consumers and driving sales during peak seasons. The initiatives also emphasized a flexible message that accommodated different needs, advanced sustainability, and delivered educational content seamlessly adaptable to stores with space constraints.

Innovation remains at the heart of Sunkist’s approach. The Sunkist i3® program underscores the company’s investment in technology, process optimization, and its workforce—an approach they believe is key to providing top-quality citrus, according to Christian Harris, Sunkist Growers, Inc.'s Chief Operating Officer. Through the Sunkist i3® initiative, the company has redefined its citrus operations, ensuring steady quality, precise sizing, and the trusted flavor that has earned consumer loyalty for over 131 years.

Interested in partnering with Sunkist®? Reach out via support5@fructidor.com to learn how Sunkist® can elevate your business and foster a lasting impact.