Launched in 2017 for mandarins, the brand will now cover the company’s entire citrus portfolio
New York-based importer Jac Vandenberg will mark its 120th anniversary at this year’s International Fresh Produce Association’s Global Produce & Floral Show with the launch of its expanded Sunrays citrus portfolio.
“When we launched the Sunrays [mandarin] brand in 2017, we wanted it to be more than just another produce brand. We wanted it to represent impact and purpose,” said manager John Paap.
“Now, we’re taking that vision further. By extending Sunrays across our entire citrus lineup, consumers and retailers can snack with impact no matter their citrus of choice. Because making the world better shouldn’t be limited.”
Jac Vandenberg was founded in Groningen, the Netherlands in 1905 and has remained committed to three core pillars – family, freshness, and innovation – throughout its history, the company said in a press release.
“As a family business, we have something that can’t be replicated by large corporate players - generational knowledge,” Paap continued. “There’s a thread connecting us to the family members who came before, a depth of experience built through relationships and lived history. It’s not something you can learn in a classroom. It’s our secret ingredient, and it’s been central to our success.”
The company was among the first to import Chilean produce to the US, an early adopter of Country of Origin labelling and the Produce Traceability Initiative, and a pioneer in the adoption of sustainable packaging solutions.
Sunrays, which Jac Vandenberg calls “the snack with impact”, was one of the industry’s first social impact brands. With every purchase, consumers support brighter futures for children, promote sustainability, and connect with the growers’ stories.
Since its launch, Sunrays has donated more than US$700,000 to Save the Children and prevented over 63,000 lbs of plastic waste from reaching landfills.
