Supermarket Perimeter - November 2021 - 44

Produce
Citrus
BY ANDY NELSON
VOLUMES OF CALIFORNIA CITRUS will likely be down this season,
but shippers still expect to have promotable volumes of large,
flavorful fruit.
Los Angeles-based Wonderful Citrus began shipping its popular
Halos mandarins in November, and shipments are expected to last
through May, said Dave Rooke, the company's senior vice president of
sales. Halos remains one of the company's top-selling citrus brands,
he said.
Halos had a strong season last year that ran through the spring and
into the early summer months. As a result of the long season, coupled
with the heat and drought, the citrus industry as a whole will be seeing
less fruit this season, Rooke said.
Size and quality, however, should be excellent.
" The fruit is looking to be a little larger and upholds the superior
fruit quality people know Wonderful Halos for, allowing the brand to
continue to deliver upon its sweet, seedless and easy to peel brand
virtues, " he said. " The taste quality this season will, again, set the high
standard consumers have come to rely upon. "
November marks the start of the new citrus season for Valencia, Calif.based
Sunkist Growers, and the company expects a full range of varieties
including navels, mandarins, cara cara and blood oranges, minneolas and
lemons, said Christina Ward, senior director of global marketing.
Sunkist, like other shippers, expects lighter crop volumes across most
varieties. Two exceptions are pummelos, which ship through March,
and lemons, which are available year-round. Compensating for the
lighter volumes, good flavor and size profiles are expected throughout
the 2021-22 California season.
On the marketing side, Sunkist has several exciting things planned for
this season, Ward said.
" We enjoy finding innovative ways to meet shoppers where they
want to buy. As more and more consumers focus on whole health,
they're reaching for brands that make them feel good, " Ward said. " As
we approach the 2022 season, we are collaborating with retailers and
wholesalers to create custom programs that are relevant, engaging,
informative and fun. "
According to a recent shopper behavior study from Sunkist, the top
reason consumers are purchasing citrus is to eat healthier.
The sweet difference
With Halos, Wonderful puts sweetness front and center, which aligns
with its own mandarin taste test research, which shows that sweetness
is the highest driver of taste likeability among consumers.
Newer on the scene for Wonderful Citrus are Wonderful Seedless
Lemons, now in their third season. Product began shipping in October
with limited distribution focusing on select markets and channels,
44 - NOVEMBER 2021
supermarketperimeter.com
MARA ZEMGALIETE - STOCK.ADOBE.COM, WONDERFUL CITRUS, SUNKIST

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Supermarket Perimeter - November 2021

Table of Contents for the Digital Edition of Supermarket Perimeter - November 2021

Supermarket Perimeter - November 2021 - Intro
Supermarket Perimeter - November 2021 - 1
Supermarket Perimeter - November 2021 - 2
Supermarket Perimeter - November 2021 - 3
Supermarket Perimeter - November 2021 - 4
Supermarket Perimeter - November 2021 - 5
Supermarket Perimeter - November 2021 - 6
Supermarket Perimeter - November 2021 - 7
Supermarket Perimeter - November 2021 - 8
Supermarket Perimeter - November 2021 - 9
Supermarket Perimeter - November 2021 - 10
Supermarket Perimeter - November 2021 - 11
Supermarket Perimeter - November 2021 - 12
Supermarket Perimeter - November 2021 - 13
Supermarket Perimeter - November 2021 - 14
Supermarket Perimeter - November 2021 - 15
Supermarket Perimeter - November 2021 - 16
Supermarket Perimeter - November 2021 - 17
Supermarket Perimeter - November 2021 - 18
Supermarket Perimeter - November 2021 - 19
Supermarket Perimeter - November 2021 - 20
Supermarket Perimeter - November 2021 - 21
Supermarket Perimeter - November 2021 - 22
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Supermarket Perimeter - November 2021 - 24
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Supermarket Perimeter - November 2021 - 27
Supermarket Perimeter - November 2021 - 28
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Supermarket Perimeter - November 2021 - 34
Supermarket Perimeter - November 2021 - 35
Supermarket Perimeter - November 2021 - 36
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