VALENCIA, CA - New packaging and merchandising materials are just one part of the new partnership formed between Sunkist Growers and the National Breast Cancer Foundation (NBCF). The collaboration aims to raise awareness about breast cancer and provide valuable resources to those impacted by the disease.
“We are honored to support National Breast Cancer Foundation through our expanded Pink Orange program,” says Jim Phillips, President and Chief Executive Officer at Sunkist. “As a leader in the citrus industry, we are asking our retail partners to join in with Sunkist, contributing to a cause that affects so many lives and supports NBCF’s vital work in helping women and inspiring hope. Our support doesn’t stop at the retail shelf; Sunkist, along with our sister cooperative Fruit Growers Supply, will engage in activities throughout the year to show our support for this worthwhile cause.”
This season, all Sunkist Cara Cara 2 lb, 3 lb, and 5 lb bags will feature limited-edition pink ribbon packaging and matching merchandising. Additional Power with The Pink Orange campaign materials include display bins, stackable towers, and new in-store merchandising extending from info posters and header cards to channel rails, all with QR codes leading back to the Sunkist website.
Starting with Breast Cancer Awareness Month this October, Sunkist will launch a series of initiatives extending from social media collaborations highlighting influencer and survivor spotlights to creating patient care packages and sponsoring HOPE Kits. According to a press release, Sunkist’s partnership with NBCF reflects its broader commitment to promoting health and wellness within the communities it serves.
“After the successful launch of the ‘Meet the Pink Orange’ revamp last season, this NBCF partnership felt like a natural next step for growing the Cara category,” says Cassie Howard, Senior Director of Category Management and Marketing at Sunkist. “Consumers are repeatedly seeking products that support holistic lifestyles, and The Pink Orange is no exception. Sunkist is the preferred brand for Caras, with branded Cara volume up 35 percent last year, outpacing private label and nearly all other brands. With this momentum, we are excited to see where this program goes next.”
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