Citrus leader will highlight category insights, and shopper-marketing and merchandising programmes in Anaheim

Sunkist Growers has said it is primed for the return of the California citrus season with inclusive category insights, new sales strategies, and shopper-marketing and merchandising programmes to help drive the category this season.

Sunkist citrus on board and grove

The cooperative confirmed it had a steady supply of citrus across 40 conventional and organic varieties, including oranges, lemons, mandarins, grapefruit, tangerines, and tangelos.

At IFPA 2023 in Anaheim, Sunkist said it was geared to remind shoppers and retailers alike on why they should continue to ’go with the grove’.

“We have continued to customise our toolkit based on real-time consumer feedback to help our retail partners meet their individual store goals and improve the overall shopping experience for their shoppers,” said Cassie Howard, senior director of category management and marketing at Sunkist Growers.

A recent Sunkist-commissioned study revealed when consumers were asked what advertisements incentivised direct citrus purchases, over 50 per cent of shoppers prioritised recipe inspiration.

“Our interactive point-of-sale materials are available for every variety within our robust portfolio, along with data-driven pack sizes, limited-edition cartons, and interchangeable bin header and header cards that illustrate innovative ways for retailers to integrate citrus during key promotional periods to drive sales,” Howard continued.

The cooperative has created a new commercial spot to pay homage to its milestone 130th anniversary season, showing how its citrus can help instill healthy habits at-home for consumers.

The new streaming commercial highlights the nostalgia and shared pastimes when enjoying a Sunkist orange, with viewers given a glimpse into the ”natural beauty and magic” of a real California citrus grove and reminded how Sunkist has ”played a role in brightening life’s most memorable moments”.

“The commercial also touches on two key purchase motivators recent data reveals with increased consumer interest in knowing where food comes from, and how it’s grown/picked,” Howard added.

“Sparking joy can be a real purchase motivator, and with consumers spending increasing amounts of time online these days, brightening feeds with memorable content will be key to keeping citrus top of mind for shoppers making grocery lists.”