Fowler Packing Launches New Mandarin Brand
- by Melissa De Leon
FRESNO, CA - Mandarins have been growing in popularity, rising up the ranks of the citrus category to take their place as one of consumers’ favorite peelable snacks. Fowler Packing Company is leaning into the demand for this tiny citrus with the launch of its new California mandarin brand, Peelz™, its first-ever branded mandarin to hit the market.
“We could not be prouder to launch Peelz today,” said Justin Parnagian, CEO. “Our 70-year farming operation was built on true partnerships with retailers and our family’s commitment to delivering quality, consistency, and flexibility. We are excited to extend that offering with Peelz California mandarins.”
Peelz will be sold in one-, two-, three-, and five-pound pack configurations, starting at the beginning of the California mandarin season in November. Fowler Packing has represented significant volume in the category for nearly 20 years, according to a press release. Now, the company will offer its mandarins direct to retailers under its new Peelz label, joining Fowler Packing’s well-known Samsons™ table grapes.
The new label is backed with an energetic marketing campaign launch that focuses on product trial through targeted demos, digital campaigns, displays, and giveaways while supporting the individual retailer’s needs. The campaign is spearheaded by Sean Nelsen, who recently joined Fowler Packing as VP of Sales and Marketing. In the few short weeks he has been with the company, he has assembled an impressive team with more than 50 years of combined sales and marketing experience.
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