Sun Pacific's Victoria Nuevo-Celeste Discusses Growing Mighties® Program
PASADENA, CA - It’s a brand that you just can’t take your eyes off of. Maybe it’s because I love kiwifruit, or maybe it is simply because this eye-catching, fun-filled program from the grower of Cuties® has its finger on the pulse of today’s consumer.
Now in its third year, Sun Pacific’s Mighties® program is bolstering sales in the kiwifruit category, Victoria Nuevo-Celeste, VP of Marketing, tells me, and drawing new purchasers across generations and demographics.
“Retailers participating in the Mighties program report category sales increases of more than 25 percent year over year since Mighties launched, and this is a testament to the efforts we are making on the marketing front and the support of the brand by our retailer partners,” Victoria says. “With our marketing solutions and educational outreach, we are creating a destination at retail and are bringing kiwifruit further into the mainstream.”
With California Mighties season about to begin, the best way to drive impulse sales for the category is to display Mighties in a visible area, next to your most popular fast moving items, such as Cuties®, Victoria shares. Sun Pacific offers impactful high-graphic display shippers and other point-of-sale materials that catch consumers’ attention in the produce section. Mighties clamshells trade up shoppers to a higher ring, driving increased consumption and repeat purchases of its ripe and ready-to-eat kiwi.
So what is next for Sun Pacific? Growth, of course.
“Sun Pacific is the largest grower of kiwifruit in North America, and we are planning to triple our supply by 2025. We will also be adding organic Mighties to our portfolio for the 2017 season,” Victoria adds.
Currently, Mighties are available in one-, two-, three-, and four-pound clamshells, and are verified non-GMO by the Non-GMO Project.