Sales of South African Summer Citrus increase significantly when there is in-store sampling offered to consumers. Among several sampling demonstrations this season is this one at Kings market in Mendham, New Jersey. Pictured (L-R) at the Mendham store, Gene, demonstrator, Gerrit van der Merwe, Chairman of the Western Cape Citrus Producers Forum and a South African grower, Paul Kneeland, Category Manager, Kings market, Albertus van der Merwe, South African grower, and Casey Kio, AMC.
Grower visits are a key part of the success of the in-store demos. “We know that US consumers are particularly discerning about the sources of their food,” said Gerrit van der Merwe, chairman of the Western Cape Citrus Producers Forum. “We make it a point to visit as many stores as possible and speak with shoppers about our citrus.”
The quality of the South African citrus has been extraordinary during 2012. While typically the eating quality is superior to other summer citrus in the market, this year in particular has been remarkable. This year as in other seasons, the South African Citrus is preferred to other sources and retailers have been changing orders to South African citrus because the quality has been so superior.
With summer holidays coming to an end and school already started in some regions of the US, there is more attention being paid to a return to healthier eating, particularly in school lunches. The late mandarin varieties as well as our Navels and Midknight oranges are able to meet the needs of consumers as they resume a more scheduled lifestyle.
For the remainder of the season through early November, the quality of the South African citrus will continue to be among the best we have ever exported to the US. We expect movement to be steady and consistent, and most of all, pleasing to our customers at the importer and retailer level and ultimately the selective US consumers.
Source: Western Cape Citrus Producers Forum
