One of the fresh citrus marketing cooperatives shares citrus sales

Sunkist Growers, fresh citrus marketing cooperative, celebrates the return of citrus season and shares orange sales, along with new shopper behavior trends and category management solutions to support retail partners in delivering citrus for consumers around the world.

According to Information Resources, Inc. (IRI) data, the entire citrus category is up 20 percent from the previous year. This season showed that oranges were one of the top produce items, its sales were up 73 percent in May, and throughout the summer it kept growing. All citrus varieties are the preferred healthy snack for citrus shoppers of all ages.

Cassie Howard, Director of Category Management, shared that the cooperative commissioned a study to take it one step further and understand why consumers are buying citrus fruits now more than ever, and how, together with consumers, Sunkist can keep the category top-of-mind. “The results are exciting and our team is ready to build relevant marketing programs with our retail partners, speaking directly to what is driving their citrus shopper by variety,” she added.

Sunkist's portfolio has nearly 40 fresh citrus varieties that includes oranges, lemons, tangerines, mandarins, grapefruits and tangelo. The cooperative also offers customizable retail marketing programs, including point-of-sale materials, merchandising displays, sampling, in-pack giveaways, digital coupons and coupons on packaging, social media, digital advertising, influencer programs, and nutritional support.

Christina Ward, Director of Global Brand Marketing at Sunkist, noted consumers rediscovered their love for citrus and vitamin C this year. “As a result, we continue to expand our nutrition education program to build awareness of the health benefits and nutritious attributes of our fruit, while offering at-home cooking inspiration and citrus-forward snacking options,” she said.

Sunkist Growers, the 128-year-old fresh citrus marketing cooperative of California and Arizona, reflects the values of its history: family-owned farms, traditional growing practices, stewardship of natural resources, and a dedication to innovation. Growers of the cooperative work to offer quality, fresh citrus that consumers enjoy worldwide.

More information on Sunkist Growers' website.