Sunkist Growers Taps Jamie Sells and Unveils New Sales Strategy and Streaming Commercial at IFPA; Christian Harris and Cassie Howard Detail
VALENCIA, CA - Primed for a successful California citrus season, Sunkist Growers has unveiled its newest sales strategies, inclusive category insights, and shopper-marketing and merchandising programs to help drive the category all season long. To help bring this vision to fruition is Jamie Sells, the cooperative’s newest Vice President of Sales.
“I’m pumped to join an organization with the experience and caliber of our existing sales staff, as well as the privilege to represent an organization with such a deep-rooted legacy in produce,” commented Sells. “I look forward to kicking off the season with exciting and effective ways to enhance our customers’ effectiveness while contributing to Sunkist’s position as a leader in our industry.”
Sells is eager for a successful season as the cooperative maintains a continued focus on supplying top-quality citrus supported by equally impressive service. His last name surely primes him for his new role, as Sunkist hopes to build its exceptionally talented and experienced sales team with the industry veteran.
“With over three decades dedicated to fresh produce, Jamie’s deep understanding of our industry will be instrumental in shaping our sales strategy and driving revenue growth for our family of farmers,” added Christian Harris, Chief Operating Officer. “With our varietal, sales, and marketing teams fully assembled, we have everything in place to tackle the season ahead and provide premium services to our customers.”
Farmer-owned and grown by generations, the cooperative has a steady supply across 40 conventional and organic citrus varieties, including oranges, lemons, Mandarins, grapefruit, tangerines, and Tangelos. Following its 130th milestone season, the fresh citrus cooperative is continuing its legacy of unveiling innovative shopper-marketing programs, with fact-based recommendations at the ready.
At International Fresh Produce Association 2023 in Anaheim, California, Sunkist is geared to remind shoppers and retailers alike why they should continue to go with the grove.
“We have continued to customize our toolkit based on real-time consumer feedback to help our retail partners meet their individual store goals and improve the overall shopping experience for their shoppers,” said Cassie Howard, Senior Director of Category Management and Marketing. “Our interactive point-of-sale (POS) materials are available for every variety within our robust portfolio, along with data-driven pack sizes, limited-edition cartons, and interchangeable bin header and header cards that illustrate innovative ways for retailers to integrate citrus during key promotional periods to drive sales.”
As noted in the release, the cooperative has also created a new commercial spot to pay homage to its milestone anniversary season, showing how Sunkist citrus can help instill healthy habits at home for consumers everywhere, every day.
Learn more about the strategy here, and check out the Peel Good Citrus® Sunkist booth #2039, which will feature a live-cooking demonstration and a sampling of delicious Grapefruit Croissants, Lemon Béchamel, and Fennel Brioche, along with all-day service of orange-infused tea. Additionally, Sunkist will be hosting a virtual reality experience that transports attendees into a real California citrus grove to be immersed in the full ‘farm-to-table’ experience and learn how citrus is picked, washed, sorted, packed, and shipped.
The show is almost upon us, so stay tuned for more updates from ANUK.