Ciruli Bros. is known for its yellow Champagne mango but the company also handles red rounds to a lesser extent. Its COO noted that for the first two months of the season, rounds have only represented a minor percentage of the company’s volume, but that will pick up. “We will increase our shipments and have pretty good volume of reds from April through September,” he said.
Ciruli did weigh in on the many different names being used to identify the yellow variety, which is officially the Ataulfo. Some have tried to call it a Honey mango, but he believes that descriptor is overused in the produce department and leads to confusion. He said a recent store visit to a Trader Joe’s found at least four different fruits using that adjective including a HoneyCrisp apple, a Honey Pearl grape, a Honey Dragonfruit and the Honey mango.
Like all other importers of Mexican product in early March, Ciruli Bros. was dealing with the uncertainty of the Trump tariffs. Ciruli praised the Fresh Produce Association of the Americas for keeping the industry up to date and helping importers navigate the ever-changing landscape. On March 6, the Trump Administration announced a 30-day pause in implementation but Ciruli was still waiting for official word of that announcement. “All week we have had to move money to take care of the tariffs,” he said, noting that the effort has involved many hours of work. “As of now, we are not sure what’s going to happen.”
First and foremost, he said importers need clarity and stability. “There is tremendous confusion about what’s going to happen.”
He said retailers and their suppliers are working on ads and ad pricing for the weeks leading up to Easter knowing that the current pause in tariffs is only set until early April. Ciruli said retailers are well aware of what’s going on and he indicated that if a tariff is imposed, they will be able to work together on price adjustments.
Chris and his older brother, Chuck Ciruli III, are the third-generation to run the family operation and are beginning to see the fourth-generation express interest in the firm. “We are all for nepotism in our family business,” quipped Chris.
He reported that each of his kids, all of whom are now young adults, were indoctrinated into the splendor of the produce industry throughout their lives, especially while in college. “We would take them to the various trade shows to let them see how great this business is,” he said.
He noted his oldest son has done some IT work for the company, while his daughter, who has also graduated from college, will soon be coming back at home and is considering employment with the firm. “My youngest is graduating from Colorado State with a business ag degree, and is going to UC Davis to get a masters,” he said.
