Marketplace reception to the “Happy Chameleon” brand of tropical fruit, introduced at last year’s Produce Marketing Association’s Fresh Summit, has put a smile on the corporate face of C.H. Robinson Worldwide Inc.

“C.H. Robinson has seen extremely positive responses from retail customers since presenting the ‘Happy Chameleon’ brand of tropicals,” Director of Marketing Sourcing Drew Schwartzhoff told The Produce News. “In addition to the brand’s colorful, fun and memorable visuals, the total tropical solution is what differentiates ‘Happy Chameleon’ from other brands in the market.”

The company, headquartered in Eden Prairie, MN, is a global supplier of pineapples, mangos and limes. The playful chameleon’s colors change with the seasons.

Last year, C.H. Robinson rolled out its new ‘Happy Chameleon’ brand of tropical fruit at the Produce Marketing Association’s Fresh Summit. The brand was launched last October at a growing facility in the Pital region of Costa Rica. (Photo courtesy of C.H. Robinson Worldwide Inc.)“C.H. Robinson recently celebrated the launch of the ‘Happy Chameleon’ brand at a growing facility in the Pital region of Costa Rica on Oct. 29-31, 2013,” said Jose Rossignoli, the company’s category general manager.

The company also works with pineapple growers in Mexico. In addition to “Happy Chameleon,” the company also markets pineapples under the “Tropicana” brand.

Key and Persian limes are grown in Mexico and throughout South America. Red and Ataulfo mango varieties are produced in Peru, Ecuador and Mexico.

“C.H. Robinson recently began distributing ‘Green Giant Fresh’ avocados in three-count pouch bags,” said Rossignoli. “The bags feature recipes, serving sizes, storage information and quick-response codes that link to grower information.”

The company develops its relationships with tropical growers to drive innovation and efficiency. “C.H. Robinson’s goal when working with growers is to provide sound direction and improve efficiencies designed to meet heightened consumer demand for innovative items, all while increasing profitability within the supply chain,” Rossignoli explained. “C.H. Robinson does this by providing category insights through category development, planting planning, forecasting, industry and consumer trend analysis, research and case studies, and weather and crop impact analysis.”

Gina Garven, category insights manager, was asked what trends she is noticing at the retail level when it comes to consumer purchases of tropicals. “While consumers are most certainly paying attention to tropical fruit’s health benefits, there has also been a shift toward taste and texture as consumers become more familiar with tropical produce,” she replied. “This should encourage retailers to strive to modify their specifications and buying patterns around delivering a positive eating experience every time.”

According to Garven, there has also been a recent trend toward tropical produce integration in the foodservice sector. “The fruit’s strong flavors and versatility can add an element of creativity to a regular menu item,” she continued. “For example, adding a slice of avocado to a sandwich or cheeseburger.”