VALENCIA, CA - When it comes to the fresh produce show floor, there is always a bright orange beacon with tasty juices, great company, delicious hor d’oeuvres, and maybe a swing to sit on. I speak of Sunkist Growers, and to see what we might expect as Southeast Produce Council's (SEPC) Southern Exposure approaches, I connected with the marketing maven herself, Senior Director of Global Marketing, Christina Ward.
“We have something very new to share at this year’s SEPC—our Peel Good Citrus™ online destination with games, filters, and fun activities, with more to come,” Christina teases.
Recipients of the February issue of The Snack Magazine got an entertaining taste of this if they snapped the QR code to play a game that leaves you inspired and craving citrus.
“We are always thinking about the future while keeping our feet planted in today’s needs—this allows us to keep up with the rapidly changing retail environment and shopper behaviors. Ultimately, we understand that retailers are looking for solutions,” Christina points out as a part of this latest move. “As the longest-standing agricultural cooperative in the nation, we are tasked to stay innovative and fresh every day.”
In pursuit of that very accomplishment, the Sunkist® team continues to look for unique and engaging ways to reach shoppers where they want to buy because convenience is a key factor in recent purchase behaviors.
A recent study conducted by the cooperative showed how online saw the only growth in both household penetration and buy rate for Total Citrus across channels. So, having an omnichannel strategy, Christina says, is essential and what Sunkist is focused on this season and beyond.
“With our emphasis on category management, our sales and marketing team delivers strategic promotions backed by current trends and data,” she shares. “We also focus on understanding the citrus shopper’s motivation to purchase, which is beneficial for produce buyers as we look to drive sales across the category.”
This season, Sunkist is sharing new merchandising and matching point-of-sale, featuring new classic black bins with bold fruit and concise messaging Christina tells me have proven to resonate with citrus shoppers.
“According to citrus shoppers, in-store promotion is the #1 driver of awareness. Our in-store and online programs are designed to drive consideration and conversion through engagement and education,” she concludes, smiling as she looks forward to sharing more on the show floor. “We are excited to see everyone again. Being in-person and connecting with our industry is important to us. Southern Exposure is always a great event.”
So, rest assured there will be plenty to dive into at booth #111. Look for our AndNowUKnow team at this year’s event as they will be keeping their eye out for you!
