How Sunkist built power with the Pink Orange
Add Fresh Fruit Portal to GoogleWhat began with a pink orange and a shared purpose has grown into a multi-year platform for Sunkist Growers and National Breast Cancer Foundation, Inc. (NBCF).
Now entering its third season, Power with The Pink Orange has expanded from limited-edition Cara Cara packaging into a broader program spanning retail merchandising, consumer engagement, employee involvement, and support for NBCF’s mission. The program, first launched in August 2024, has continued to grow season over season.
At the center of the program is the Sunkist Cara Cara, also known as The Pink Orange, a navel variety recognized for its naturally pink interior, which comes from the powerful antioxidant lycopene, associated with heart and skin benefits. That distinctive look and flavor, along with our work with NBCF, is resonating with shoppers.
Sunkist NBCF Cara 3lb bag volume is up nearly 10% this year, despite a challenging season. Some of our customers have seen growth since the beginning of the program, ranging from 20-30% above prior packaging performance.
“Over the last three seasons, we’ve seen Power with The Pink Orange become much more than a seasonal promotion,” said Christian Harris, Chief Operating Officer at Sunkist Growers. “It gives our retail customers a meaningful way to bring together a growing citrus variety and a cause that resonates with shoppers, while also giving our organization an opportunity to support NBCF’s work in a much broader way. We’re proud of what we’ve built together and excited to keep growing the program.”
The Pink Orange beyond the produce aisle
The initiative has also grown well beyond the produce aisle and into the hearts of team members across Sunkist and Fruit Growers Supply (FGS). With so many employees having a connection to someone who has faced breast cancer, Sunkist also chose to work with NBCF because of the organization's direct work supporting individuals and families throughout their cancer journey.
In fact, Sunkist and FGS employees across multiple locations have turned that connection into action, including companywide efforts over the last two seasons that assembled nearly 1,000 Sunkist-themed mini kits that were included in NBCF's HOPE Kits for patients undergoing breast cancer treatment. Employees have also participated in breast health education, created a video tribute honoring those impacted by cancer, and connected with NBCF through Sunkist's employee Wellness Fair.
Employees also supported NBCF through fundraising, including the Finch Family Foundation Donation Challenge, which invited Board of Directors and employees of Sunkist and FGS to support NBCF. Thanks to the generosity of the Finch Family Foundation, every donation made was matched 2:1, up to $50,000 in matching dollars, helping each contribution go three times as far for women and families affected by breast cancer.
In 2026, NBCF's Rooted in Community Volunteer Awards event recognized Sunkist with its Corporate Service Award, reflecting the company's continued involvement and contributions that help expand NBCF's capacity to provide early detection, education, and support services to people affected by breast cancer.
“We are grateful to Sunkist for their continued collaboration and generous support of NBCF since 2024,” said Kevin Hail, NBCF CEO. “Through nearly $800,000 in donations and gift-in-kind support, Sunkist has made a meaningful impact on our mission and the women we serve. We are honored to have Sunkist as a valued supporter in advancing our mission of Helping Women Now.”
At retail, The Pink Orange program has continued to evolve alongside the Cara Cara category. Since its launch, Power with The Pink Orange has given retailers several ways to bring the program to shoppers, including limited-edition Cara Cara packaging, display bins, towers, and in-store merchandising.
The 2025-26 season brought the 8 lb. bag into the program, and for 2026-27 Sunkist is adding a new organic 3 lb. Cara Cara Giro bag. The expansion has been built around customer requests for more ways to bring the program in-store, and the organic bag gives retailers another way to incorporate it into their specialty and organic citrus offerings.
With the Sunkist and NBCF relationship continuing, Power with The Pink Orange is positioned to build on Cara Cara momentum and the initiative's impact in the seasons ahead. Retailers interested in participating can contact their Sunkist sales representative for information on available seasonal packaging, merchandising, and promotional opportunities.
*All images courtesy of Sunkist
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