Freshwave expands citrus program through global sourcing strategy
Freshwave expands citrus program through global sourcing strategy
As consumers continue expecting citrus on store shelves every week of the year, The Freshwave Fruit & Produce and Consalo Family Farms are expanding its global sourcing efforts to deliver a consistent supply while navigating an increasingly unpredictable production environment.
For the Vineland, NJ-based company, citrus has become a critical component of its year-round business, complementing domestic produce programs and helping retail partners maintain continuity when U.S. production is limited.
“Citrus remains a key part of our year-round program,” said Casey Kio, executive vice president of global business for The Freshwave Fruit & Produce and Consalo Family Farms. “It helps us maintain a consistent supply for retail partners when domestic production is limited and complements many of our other core categories.”
The category continues gaining importance as the company expands its import capabilities and develops new retail programs.
“In 2026, citrus continues to be a major growth area for us,” Kio said. “We’re expanding our import program and supporting new retail opportunities while broadening our offering with varieties that help fill market gaps in quality and availability.”
Among the opportunities the company sees are early- and late-season mandarin varieties that can help extend availability and provide alternatives during transition periods.
“We’re especially focused on varieties that can replace some early clementine programs, including Primasoles and Satsumas,” Kio said.
While demand remains strong, the global citrus industry continues facing significant production and supply chain challenges.
“Weather has been one of the biggest issues this season,” Kio said. “South Africa recently experienced a once-in-a-lifetime flood that raised concerns about harvests and getting fruit to market, while South America is facing the possibility of El Niño conditions that could affect production later in the season.”
Despite those concerns, things have looked strong across most sourcing regions.
Consumer buying habits have also evolved over the last year and a half, particularly within the mandarin category.
“We’ve seen mandarin consumption level off somewhat over the last 12 to 18 months,” Kio said. “Even in a difficult economy, lower retail pricing isn’t generating additional unit sales the way it once did.”
Retailers continue looking for packaging formats that deliver value while helping reduce shrink.
“Bagged programs remain extremely important,” Kio said. “Retailers are focused on packaging that provides convenience and value while helping improve category performance.”
Organic citrus also continues maintaining a strong presence within the produce department. “At the same time, premium offerings help create excitement and differentiate the category,” Kio said.
The company’s year-round import strategy has become increasingly important as consumers expect uninterrupted citrus availability regardless of season.
“During the winter months, we supplement domestic production with fruit from Morocco and Israel,” Kio said. “Then we bring in additional imported volume during the domestic off-season to maintain a steady supply.”
Executing that strategy requires close attention to logistics and quality control throughout the supply chain.
“We take a lot of pride in managing the entire supply chain from port to retail delivery,” Kio said. “Maintaining the cold chain and monitoring quality every step of the way is critical to protecting shelf life and customer satisfaction.”
Grower relationships also play a major role in helping the company respond quickly to changing conditions.
“Those partnerships give us better visibility into crop conditions and allow us to react faster when supply challenges arise,” Kio said. “We see significant growth opportunities ahead. Consumers continue prioritizing healthy snacking and fresh produce, and citrus is well positioned because of its health benefits, convenience and year-round availability.”
