Supermarket Perimeter - November 2020 - 44

Produce: Citrus

custom targeted promotions using retailer loyalty card data, physical
and digital couponing, social media, and influencers to drive awareness
throughout the citrus season."

A return to normal
Casey Creamer, president of Exeter-based California Citrus Mutual, said
Golden State citrus growers are looking forward to an average-sized
crop with good quality and sizing.
"Average," in this context, is good.
"The '17-18 crop was lighter, '18-19 was big, last year was average,
and this year should be average - kind of right in the sweet spot,"
Creamer said. "There should be good demand, and the quality and sizes
consumers are looking for."
With a heavier crop, sizes are often too small; with a lighter crop, just
the opposite, Creamer added.
By variety, mandarin volumes should be up from last season,
Creamer said, but steadily increasing demand should mean they will
move through markets with no trouble. Navels should be similar to
last year. Grapefruit volumes also should be similar to last year, when
volumes were slightly below historical norms.
In the COVID era, demand for citrus has been strong because of the
health benefits associated with Vitamin C, Creamer said.
"It's really changing consumer buying habits," he said. "People are
looking to keep their immune systems as well off as possible."

IF NO ONE IS BUZZING
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THEN YOUR DELI
HAS NOTHING
TO BUZZ ABOUT

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to continue seeing an uptick in ecommerce as more retailers and
grocery stores incorporate drive-up and order-ahead offerings.
The pandemic is also affecting pack sizes for California citrus.
Tough economic times affect shoppers differently, Cooper said. Some
consumers are looking for more value-sized packaging at a lower cost
per ounce, while others are looking for smaller and more affordable
package sizes.
"Because mandarins are consumed on various occasions by various
consumer groups, we know a multi-sized packaging approach works
best," he said.
Halos are sold in 3- and 5-pound bags and 5-pound boxes at retail. A
family-sized value pack is perfect for families, Cooper said, while smaller
sizes are key to reaching new consumers and getting trial and repeat
purchases.
Retailers are continuing to leverage Wonderful's eye-catching
branded packaging and high-graphic instore point-of-sale (POS)
displays, including bin bases, posters, and balloons to drive impulse
citrus purchases, he added.
Displaying POS in secondary locations beyond the produce aisle,
including at checkout and lobby entrances, can help retailers maximize
visibility and attract shoppers' attention.
"Citrus is versatile, and great for all kinds of creative cross-promotions
with other complementary items in and outside of the produce
department," Cooper added. "Looking ahead, retailers can utilize


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Supermarket Perimeter - November 2020

Table of Contents for the Digital Edition of Supermarket Perimeter - November 2020

Supermarket Perimeter - November 2020 - 1
Supermarket Perimeter - November 2020 - 1
Supermarket Perimeter - November 2020 - 2
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