Sunkist banks on value, quality citrus to drive holiday sales

California-based company Sunkist Growers is sharpening its holiday playbook with a mix of value messaging, upgraded packaging, and targeted digital outreach. The strategy aims to position Navel oranges as a reliable winter staple for cost-conscious shoppers, Senior Director of Category Management Cassie Howard tells FreshFruitPortal.com. 

Howard explains that the firm’s business plan centers on helping retailers capture demand from consumers who are balancing tighter budgets with a strong interest in fresh food during the holiday period.

“Sunkist’s marketing strategy is grounded in meeting shoppers where they are—financially, emotionally, and physically,” she says. “With ongoing inflation shaping grocery decisions, we’ve leaned into the value citrus brings as a nutritious, affordable staple that’s versatile across meals and occasions.”

Sunkist’s holiday glow-up

Howard reports “strong Navel orange quality heading into the holiday season—with good size structure, bright external color, and excellent internal eating characteristics.”

She explains that steady suppliers across North America allow Sunkist to fully support promotional plans, including its ten-pound holiday carton and quarter bin.

The refreshed carton features “cheerful, illustrative holiday scenes that evoke the joy of holiday festivity,” paired with social and digital content focused on traditions such as gifting oranges and decorating seasonal tablescapes.

Updated grower-forward display bins emphasize traceability and highlight the cooperative's unique heritage, says Howard, as well as “the multigenerational growers behind each piece of fruit.”

Last year's holiday carton program drove a 24 percent increase in Navel orange volume compared to the prior season, the executive notes. Howard expects strong interest again, citing early demand, favorable crop conditions, and what she describes as the continued appeal of citrus’s value positioning during inflation.

The big picture: Traceability, value, and emotion

Image courtesy of Sunkist

Howard explains that three forces continue to shape citrus marketing: demand for transparency and traceability, increased emphasis on value and nutrition, and a “return to emotional connections at retail.”

Sunkist plans to respond through expanded digital storytelling, clear in-store signage, and year-round availability strengthened by Limonera’s comeback to the program.

“Whether it’s seasonal activations, shopper education, or expanding into new formats—we’re committed to delivering consistent, quality citrus in ways that resonate with today’s consumer,” she explains.

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