Summer Citrus from South Africa Hosts 2017 Planning Session
CITRUSDAL, SOUTH AFRICA - Members from across the U.S. and Western Cape came together recently to discuss the 2017 season at this year’s Annual Planning Meeting, hosted by Summer Citrus from South Africa (SCSA).
“I’ve had the honor to be part of the South African program now for 17 seasons. We’ve come a long way, and weathered several perfect storms together,” said CEO of Seald Sweet, Mayda Sotomayor, who opened the planning sessions with introductions of growers, importers, retailers, marketing team, and other key members of the organization. “Now look at us and what has been accomplished–we’re growing stronger each year and building a legacy.”
Amongst topics reviewed for the season were:
- Sales and marketing plans
- Production volumes
- Shipping schedules
- Category trends
Sam’s Club’s Shanan Cox spoke to the trends in citrus consumption and purchasing behaviors of the Club Channel shopper, according to a press release, while California Citrus Mutual’s Joel Nelson spoke on behalf of the California citrus producers to educate the group on economic realities of the citrus market in America.
“Our annual planning meeting is a vital part of our company’s success and offers the opportunity to bring all of our partners together before our first vessel arrives in the U.S. in June,” said CEO of Summer Citrus from South Africa, Suhanra Conradie. “This year was a tremendous success as we’ve continued to bring thoughtful discussion to the table in order to best serve the U.S. market while domestic citrus is not available.”
SCSA grower Piet Smit updated attendees on production, confirming a crop increase from 2016. Products seeing volume growth included:
- Easy Peelers at 15%
- Navels at 7%
- Midknights at 40%
- Cara Caras at 11%
- Star Ruby grapefruit at 26%
DMA Solutions, Inc. CEO Dan’l Mackey Almy, along with Vice President Megan Zweig, showcased the success of last year’s consumer marketing campaign in its debut, as well as expected outcomes of this year’s marketing efforts.
With the goal to educate and inspire the use of Summer Citrus from South Africa while it’s available, the company’s noted that its Swing Into Summer! promotion will launch next month, followed by an infuencer-based promotion in July.
Key players from the brand’s four main importers–Seald Sweet, DNE, Capespan, and AMC–were all in attendance, as the event resulted in collaborative planning and preparation amongst the entire supply chain.
As support kicks off in full force for a successful summer crop season, AndNowUKnow will continue to report throughout the summer and beyond.
