VALENCIA, CA - We are back in school, and ‘Key Merchandising Tips’ is the first course on our schedule. As students and parents ease into the school routine, I got into Professor Christina Ward’s office hours to learn how Sunkist Growers is meeting retail demand for convenience and nutrition.
“School is in session, and so are some of our seasonal favorites: Sunkist Valencia oranges, lemons, and Marsh Ruby grapefruit,” begins Christina, whose real title is Sunkist’s Senior Director of Global Marketing. “Valencia orange volume was up 41 percent through the second week of July, compared to the same time last year, with shoppers’ preference toward 8 lb and 3 lb bag options at retail. With this in mind, Sunkist launched a new 8 lb combo bag for our Valencia program, celebrating the ‘Official Orange of American Summers.’”
Valencia is a star pupil as it is great for juicing, snacking, and being a versatile ingredient. This variety also gets extra credit for being the only California-grown orange variety available during this time of year.
While we are easing back into outdoor experiences, consumers continue to put health on their radar. From what Christina tells me, 40 percent of citrus shoppers said they are trying to eat healthier, while 35 percent are focused on getting more immune-boosting benefits from food consumption. Sunkist is rolling out a hybrid approach as it has expanded its nutrition education reach to social media platforms, including TikTok and Reels.
“We are connecting with Millennial and Gen Z shoppers in relevant and meaningful ways where they prefer to spend most of their time: online. Through influencer collaborations, we are promoting healthy and ultra-convenient recipes using Sunkist lemons and grapefruit,” continues Christina. “Based on a Sunkist-commissioned study, we also know that orange shoppers prefer to shop for produce in-stores, which is a reminder of the importance of in-store promotions, merchandising, and point-of-sale efforts.”
These educational efforts aren’t in vain, for shoppers are always on the lookout for healthy and delicious recipes to try out at home amid their busy schedules. Sunkist developed creative marketing campaigns geared toward families with school-aged children to make back-to-school easier and yummier.
“Families are looking for easy, nutritious, and tasty solutions for weekday breakfasts, school lunchboxes, and after-school snacks, especially as they readjust to the hustle and bustle of their school year routines,” adds Christina. “Our Peel Good Citrus™ campaign also sustains parents’ focus on nutrition while delivering on what kids crave—exciting, sweet flavors.”
Sunkist Valencia oranges and Marsh Ruby grapefruit are available now through October, while lemons are available all year long.
Education and new releases, on the other hand, are right at your fingertips with ANUK.
