VALENCIA, CA - Sunkist Growers is demonstrating its commitment to innovation at the Global Produce & Floral Show with the debut of a uniquely designed, recyclable corrugated booth. Ahead of the show, I spoke with the company’s Senior Director of Category Management and Marketing, who explained that Sunkist is transforming how it manages, evaluates, and delivers citrus from the grove to shelves.
“The new Sunkist i3™ program reflects our commitment to investing in technology, innovating with processes, and implementing with people—a trifecta we believe guarantees unmatched citrus quality,” Cassie Howard noted. “With this initiative, retailers can expect continued customer support, consistent quality and sizing, and the same reliable juicy flavor shoppers have come to expect from a brand that has been a beloved part of households for over 131 years.”
Another key focus as the citrus cooperative takes to the IFPA show is its commitment to supporting health and wellness initiatives. Sunkist has teamed up with National Breast Cancer Foundation (NBCF), unveiling limited-edition pink ribbon packaging and matching merchandising for its Cara program.
“Our Power with the Pink Orange™ program features all pink packaging to raise awareness for breast cancer support and resources. The pink branding will carry over to our booth graphics and advertising; limited-edition merchandising and pack options; our team’s pink apparel; and additional campaign materials empowering consumers to make a difference with their purchases,” Cassie added.
Helping to promote more category growth, Sunkist is always developing fresh and innovative merchandising solutions to enhance the citrus category. The brand’s new interchangeable, modular merchandising lineup features variety-specific graphics that retailers can customize to align with in-store display needs and various retail footprints. The provider’s new merchandising and shopper-marketing programs are tailored to enhance individual store goals, engage consumers, and drive the category during key shopper milestones.
“Sunkist has been a consistent leader in category management and has invested in solutions to better understand citrus consumers, as well as benchmarking opportunities to drive the category to better support its retail partners,” Cassie explained. “We have identified strategic positioning opportunities and consumer targeting that we believe will have an impact on preference for Sunkist-branded citrus and drive the category throughout the season. This has not only directed our creative approach but will allow us to focus our advertising media spend on shoppers who over index in citrus consumption. Our ultra-targeted approach to promotion will have benefits for retailers who carry our robust portfolio of conventional and organic citrus offerings.”
With its new Sunny Days campaign, Sunkist also aims to shine a well-deserved spotlight on its formidable network of family farms.
“Our collective of family farms are passionate about the fruit they nurture, and we are celebrating what they do by bringing them to the forefront of our new Sunny Days campaign. Our new campaign and brand platform aims to celebrate what has made Sunkist a household name throughout the world and a trusted part of our consumers’ lives for generations,” Cassie concluded!
Be on the lookout as the brand rolls out this exciting new direction! And be sure to visit booth B3639 during the show!
