Citrus marketing cooperative Sunkist Growers has announced it will begin shipping mandarins in early November, with volumes expected to double year-on-year. 

Sunkist said the increased fruit availability has promoted a "fresh twist" on the mandarin program.

The program also now leverages the Delite brand name, created by the first family to grow and market Murcott mandarins in California.

“Our family began growing mandarins because the variety offers so much for consumers – convenience, nutrition and of course sweet, delicious flavor,” said Heather Mulholland, a fourth-generation citrus grower in Orange Cove.

“California has an ideal climate for growing citrus, and we take pride in the quality we are able to achieve in our groves."

Communications director Joan Wickham said the evolution of Sunkist's mandarin program was based on current consumption trends.

“This season marked an opportunity to take a new approach that emphasizes quality and authenticity, inherent attributes of the Sunkist and Delite brands that drive consumer purchasing behaviors today," she said.

Sunkist will have a wide array of customizable marketing tools and materials available to help retailers maximize their opportunity with this new program, according to a release.

“We’re excited to reveal new point of sale materials that reflect the quality of our mandarins and look forward to promoting them in stores with our wide array of vehicles to drive trial and build awareness among consumers,” retail marketing director Julie DeWolf said.

“The robust programming will include sampling, couponing efforts, secondary display bins and direct mail that will reach a broad audience.” 

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