Paramount Citrus, America's largest citrus grower, announced the acquisition of the Cuties trademark by Sun Pacific as part of a strategic move by Paramount and Wonderful Brands to oversee all facets of the production, sale and marketing for most of the country's California mandarin crop.
Paramount Citrus will partner with Fowler Packing, a significant and well-known mandarin grower and processor based in Fresno. Together, the two companies will grow, process, market and sell more than 60 percent of the country's California mandarin crop.
Paramount Citrus will make a substantial, multiyear marketing and advertising investment to build a stronger brand for mandarins under the "Wonderful" label. California mandarins sold by Paramount Citrus will be available in stores under a new name this November.
"It's important for us to control our own destiny and oversee all production, marketing and sales, so we can guarantee our customers the unsurpassed taste and quality they've grown to expect," said Paramount Citrus President David Krause. "We'll continue to lead the market as we grow, process and sell this uniquely delicious fruit."
Paramount Citrus will end its joint venture with the commodity grower Sun Pacific this summer. With 14,000 acres of mandarin orchards located primarily in California's San Joaquin Valley, Paramount Citrus will remain the industry's largest grower of the sweet, seedless fruit.
Wonderful Brands is currently the fastest-growing brand in America's produce aisles. Its portfolio includes POM Wonderful, Wonderful Pistachios, Wonderful Almonds, and Wonderful Almond Accents. In addition to California mandarins, Paramount Citrus also will begin selling sweet Texas red grapefruit under the Wonderful label this fall.
Both Paramount Citrus and Wonderful Brands are part of the Roll Global family of companies.
"No one builds consumer brands better than Roll Global," Krause said. "Pomegranates and pistachios were seasonal commodities before our parent company's marketing and sales expertise transformed POM Wonderful and Wonderful Pistachios into category leaders and household names. There are exciting times ahead for customers and consumers of our Wonderful mandarins."