Wonderful Halos and Mulholland Citrus collaborate to expand Mandarin market
Wonderful Halos and Mulholland Citrus collaborate to expand Mandarin market
Paramount Citrus and Mulholland Citrus have entered into a partnership in which Paramount will be the exclusive sales agent for Mulholland's Mandarins and Mulholland Citrus will grow and pack its Mandarins under the "Wonderful Halos" brand. The goal of the partnership is to expand the consumption and category of Mandarins across North America by consolidating volume in the "Wonderful Halos" Mandarin brand.
Along with partner Fowler Packing, these citrus operations in the Central Valley of California are committed to guarantee the superior taste, quality, freshness and consistency that consumers have come to expect from Wonderful Halos. This is made possible by the sharing of high-standard growing, packing and shipping practices that manage production from tree to table.
“We are focused on working with other like-minded quality farmers to grow the overall Mandarin category within the citrus industry,” David Krause, president of Paramount Citrus, said in a press release. “Working closely with the highly experienced citrus growers at Mulholland Citrus is a logical next step to reinforce the transformation of Mandarins into one of America’s most popular produce items.”
In season from November to April, "Wonderful Halos" is a premium California Mandarin brand and one of the fastest-growing brands in America’s produce aisles.
“At Mulholland Citrus, we share the same values and a similar vision as Paramount Citrus to expand the market for Mandarins and use the power of a well-known brand like 'Wonderful Halos' to reach an ever-increasing number of consumers,” Tom Mulholland, owner of Mulholland Citrus, said in the release. “Both of our companies are strongly rooted in California agriculture, and we believe we can help each other give America a healthy alternative as the perfect snack.”
Last year, Paramount Citrus announced its intensions to spend a record $100 million in marketing between 2013 and 2018 to grow the Mandarin category and help increase consumer demand, which benefits all citrus growers. Paramount has invested in marketing and brand awareness-building as part of an integrated, national campaign to market the “pure goodness” and uniquely delicious taste of the sweet, seedless, easy-to-peel fruit. Demand across the industry has grown exponentially over the last few years. Due to the new collaboration with Mulholland, retail customers can expect a larger supply of Mandarins available for the 2014-15 season.
