Sunkist Growers Drives Citrus Category With Exclusive Consumer Insights; Christian Harris and Cassie Howard Comment
VALENCIA, CA - Ever committed to pushing the growth of the citrus category, Sunkist Growers is setting solid plans in place for the highly-anticipated return of California citrus season. As the grower wraps up its 130th season and looks to the future, Sunkist has fortified its category management and consumer insights program, promoting Cassie Howard to Senior Director of Category Management and Marketing.
As a press release explained, Howard will oversee Sunkist’s retail marketing promotions and global branding programs in this new role, driving the next evolutionary phase of category management solutions and feeding real-time insights directly into strategic marketing tactics.
The citrus supplier’s exclusive access to consumer behavioral insights and category management solutions over the past few seasons have allowed the company to better position its merchandising offerings, packaging solutions, and benchmarketing opportunities for partners of the cooperative.
“For the past five seasons, we have seen first-hand how important industry data can be to our customers,” said Christian Harris, Chief Operating Officer at Sunkist Growers. “This value-added service continues to set us apart, and we’re focused on supporting our partners in real-time to make better business decisions by providing fact-based recommendations with marketing and merchandising tools that support what consumers want to see in stores.”
With a grower base of over 1,000 members contributing to a complete portfolio of conventional and organic citrus offerings, Sunkist is harnessing newly commissioned category studies and consumer insights as it prepares for the kickoff of the California orange season.
“Every unique varietal story provides an opportunity, whether that be through our enhanced Legacy ‘Heirloom’ program or citrus-character launch and mandarin packaging revamp, consumer insights have been there to help shape our shopper-marketing initiatives,” said Howard. “With our new capabilities, we can now ask consumers directly what matters to them most when shopping at their local grocers. Our ability to collect and leverage consumer feedback into real-time recommendations allows our retail partners to stay innovative, adapt to current trends, and best reach their ever-changing consumers.”
Over the next few weeks, Sunkist will share relevant solutions and up-to-date programs set to further accelerate the growth of the citrus category.
Stay tuned to ANUK as we continue to bring you more industry updates.
