Estimates indicate a $441m loss for the $2bn California citrus industry. Now, California is suffering from a drought that may impact next year’s citrus crop.
Yet, despite the doom and gloom, the mandarin category actually grew by +12% season-to-date through 28 December, according to Nielsen Perishables Group.
Mandarins drive the $2.5bn citrus category growth. In 2013, the Citrus category grew 12%. Mandarins, the No 2 citrus crop with sales of $792m, contributed to that growth with a +31% increase vs YA. Oranges, the No 1 citrus crop with sales of $872m, grew 3%.
Mandarins are extremely important in the produce mix, and carrying the consumer preferred brand makes a big difference in sales.
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