Pink netting and film bags are at heart of a new marketing strategy from California-based LoBue Citrus to distinguish Cara Cara oranges from their Navel cousins.

Vice president of sales and marketing Norm Gatineau told www.freshfruitportal.com said the variety was growing in popularity but the fruit's similar outer appearance to a Navel orange was a challenge in bringing the variety's pink flesh to the attention of consumers.

"Typically the netting that's used for that is red, but we went with pink so that the retailer can differentiate the fruit for the customer," Gatineau said, adding the product came in 2-lb, 3lb, 4-lb and 8-lb bags too.

"The only differentiating thing normally is the store signage and the PLU sticker which is pink, but the consumer may not know. We also have a display that we hand out to our customers and it's also very colorful. It really stands out and looks very nice.

"I would say the Cara Cara has notes of cherry, raspberry or cranberry, and it even has a little bit of an aftertaste of grapefruit. It’s very delightful and different – it's a great source of Vitamin A and C, just like the Navel, and it's high in antioxidants as well.

He said his company's Cara Cara volume would be up about 20%, but the drought meant fruit would be of a smaller size.

"I will say the fruit eats very well for this time of year, and it's probably sweeter than in many years' past."

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