Sunkist Growers is eyeing up further growth on the back of an authentic, high-quality proposition
Sunkist is one of the most recognisable names in fresh produce, synonymous with juicy citrus and the sun-soaked farmland of western US. It is that trusted name that is now helping Sunkist Growers build on its existing success to extend into new markets and find new fans, pursuing a market strategy that encourages consumers to support the process from farm to shelf.
“A recognisable, trusted brand allows Sunkist to stand out in a crowded produce aisle and supports a premium position in many of the markets where we compete,” says Cassie Howard, senior director of category management and marketing. “It also gives us a platform to tell a differentiated story – our farmer-owned heritage, California growing expertise, and commitment to quality – that resonates with consumers looking for a trusted, familiar name across both everyday and premium occasions.”
Marketing is at the heart of Sunkist’s strategy, and it has been using its ‘Welcome to the Co-Op’ platform on the domestic US market to underpin its consumer-facing work, supported by a redesigned website, social content, and partnerships such as a campaign with the National Breast Cancer Foundation.
Internationally, the company’s in-market teams run localised consumer programmes, ranging from digital content and influencer partnerships to retail activations and sampling events. Each of those are tailored to local preferences and shopping behaviours, while reinforcing the shared brand platform and quality story.
The approach underlines a message that this is an authentic, farmer-owned business that also has the scale to operate internationally. “As a farmer-owned cooperative, our marketing, sales and investment decisions are made in direct service of our grower-members, not outside shareholders,” explains chief operating officer Christian Harris. “That alignment lets us prioritise long-term value creation – through quality, demand generation and disciplined growth – rather than short-term volume decisions, which we believe is a meaningful differentiator in today’s competitive environment. It also gives us a genuine story to tell: many of our grower-members are small, multi-generational family farms, and we believe today’s consumers increasingly want to know and support the real people behind the fruit they buy.”
Sunkist’s grower-members across California and Arizona produce a full range of citrus, including Navel, Valencia and Cara Cara oranges, Blood oranges, Sunkist Cali mandarins, minneolas, lemons, grapefruit and matching organic offerings. Sunkist, indeed, is the largest producer of citrus in California, and has the biggest share of both lemons and Cara Cara oranges.
The past year has seen investment in expanding Sunkist’s lemon supply through the integration of Limoneira’s citrus operations, as well as continuing to invest in new packaging formats, such as Organic Cara Cara and Sunkist Cali Mandarin Giro bags, and new in-store merchandising designs. It is also introducing Sunkist Produce Academy, a new online learning platform designed to help produce professionals build product knowledge and strengthen selling skills across retail, foodservice and produce operations. What’s more, it is continuing to invest in Fruit Growers Supply, to help identify cost savings and efficiencies for its grower-members.
