The brand behind ClemenGold and Sweet C mandarin varieties says its customer-focused approach and global brand strategy continues to unlock new opportunities for South African citrus producers across Northern Hemisphere and African markets
At the tail-end of another successful soft citrus season, ClemenGold International has reaffirmed its strategic focus of serving the needs of retailers, wholesalers and foodservice companies in South Africa and across selected Northern Hemisphere and African markets.
Also known as the ’house of brands’ and owner of the globally known ClemenGold and Sweet C mandarin brands, the company’s approach centres on ”a deep understanding of its customers, the dynamics of the global fresh fruit industry, and pioneering fruit marketing and branding”.
In the company’s 2025 season review, marketing manager Adéle Ackermann said recent international successes had highlighted the strength of the group’s approach.
“In India, the Sweet C mandarin brand ran a successful ’Blue is the New Orange’ summer campaign, showcasing how emotional, brand-led marketing can unlock new opportunities for South African citrus producers,” she outlined.
”In a strategically planned development, it has licensed one of their trusted Chinese partners to pack and export counter-season mandarins from China to key regional markets, including Vietnam, Malaysia, Indonesia, and Thailand, making Sweet C mandarins available close to 12 months of the year.”
The carefully selected receivers of the counter-season supply are long-standing partners who typically receive fruit from South Africa, she confirmed.
Elsewhere in Asia and the Middle East, ClemenGold International continues to demonstrate the power of long-term brand building, Ackermann continued.
By combining consistent fruit quality with multichannel marketing, luxury gift packaging, and interactive consumer activations, the brands have earned strong trade loyalty and consumer trust in discerning markets like China.
“Our strategy is about sustainable partnerships and customer relevance,” said Ackermann. “By leveraging world-class brands, technology, and streamlined supply chain processes, we’re building a resilient platform for growth that benefits both our customers and growers.”
ClemenGold International’s procurement model integrates sourcing from Indigo Fruit Farming farms – part of the same group of companies – and allied producers, strengthened by strategic partnerships, joint ventures and grower relationships.
This, it said, ensures efficient global market access and a secure, close to year-round supply of top-quality fruit.
Ackermann pointed out that as part of its growth journey, ClemenGold International is executing a brand strategy tailored to each customer and geography, building recognition as a leading brand in its category.
”The company continues to leverage its skills, relationships with trusted exporter giants like Core Fruit and others, and technology to stay relevant in a rapidly evolving marketplace.”
