CITRUSDAL, SOUTH AFRICA - As citrus demand continues to spike in the Northern Hemisphere, so responds some of the industry-leading growers that ensure quality, flavorful fruit, and passion remain a constant. Keeping breakfasts, lunches, and dinners supplied with citrus favorites, Summer Citrus from South Africa (SCSA) is working with its import partners to bring confidence and excellence to produce departments across North America.
To detail the latest and greatest with SCSA, import partners Wonderful Citrus and Seald Sweet joined us to reveal the details of a program fit for retail success.
“We know that most citrus is purchased on impulse, so the importance of merchandising is critical to increasing velocity. Given that Mandarins, such as Halos Mandarins, are the biggest contributor to the citrus category during the winter, they are very under-developed during the summer season, due mainly to availability,” Chris Cockle, Vice President Sales, Import and Exports, Wonderful Citrus, shares. “As availability continues to increase, and the quality we source now matches the quality we pride ourselves on during the domestic season, positioning Halos prominently in the front of the produce section will help drive penetration and sales during the summer.”
In addition, the company is now offering Wonderful Seedless Lemons, capturing the natural demand for lemons during the summer season.
“Most consumers are unaware that our seedless lemons exist, so cross-merchandising them in multiple locations throughout produce is most effective in giving consumers the opportunity to notice they are available,” Chris reveals. “A mistake we often encounter is the inconsistencies in merchandising from store to store and week to week. Setting standards, such as plan-o-grams for strategic placements, can help ensure that priority items are properly positioned.”
The bounty of the Wonderful program goes far beyond just the quality of the fruit, as Wonderful Citrus has developed deep relationships and partnerships with key suppliers that understand its quality standards and scale.
“To help create demand and differentiate our Halos and Wonderful Seedless Lemons brands, we have a series of point-of-sale tools available, along with a full team of merchandisers located across the country to help execute display setup,” Chris adds, detailing how the support for partners does not end in the supply-chain but extends to register.
As you can see, this robust program spearheaded by SCSA is deeply tied to its partners’ merchandising prowess. As Helena Fernandez, Marketing Coordinator, Seald Sweet, explains, there are many insights built to help partners succeed.
“Citrus fruits are extremely important to retail sales, being one of the largest category after berries. They are versatile and used in a variety of ways, from juices and smoothies to salads, dressings, desserts, and even cleaning,” she tells me. “Not only is physical display important, but positioning the product online for e-commerce on the retailer platform is important. That product positioning, keyword search, and product boost are key resources to promote citrus. Seald Sweet is committed to partnering with retailers to enhance citrus consumption through collaborative e-commerce campaigns and also leveraging the power of private labeling. We’ve observed a growing trend where retailers are increasingly using their own brand reputation to label fresh produce, setting themselves apart in a competitive market."
By using their private labels, retailers can offer consumers a product that is perceived as more trustworthy, fostering brand loyalty, Helena added. Seald Sweet fully supports this marketing strategy and provides our expertise, versatility, and worldwide suppliers to meet the high standards that retailers expect.
Check out these tips from Helena...
Highlight Freshness and Counter-Season Availability: Utilize vibrant, eye-catching displays that highlight the unique counter-seasonal availability and superior taste and freshness of these fruits.
Engage Through Sampling and Promotions: Offer in-store sampling events, such as orange juice stations or fruit samples, to let customers taste the freshness and quality of SCSA citrus. Combine this with attractive promotions like coupons to encourage trial and repeat purchases.
“Assuming the consumer knows about varieties, it is our responsibility to educate them and show them the differences. So, one good way of merchandising citrus is by explaining the different varieties to the consumers. What is a Cara Cara? What is a Navel, and how is it different from a Valencia? What are Murcotts, Orris, and Tangos? How are they different? It is good to give consumers more information on what they are buying,” she details, bringing more expertise into the hands of partners.
There is much to glean from the leading edge that SCSA continues to sharpen and polish. Keep checking back with AndNowUKnow as we bring you insights from these citrus industry trailblazers.
