Market Minute: Excellent supply of oranges available for Christmas promotion
By
Ron Pelger
Market Minute: Excellent supply of oranges available for Christmas promotion
There are as many as 600 varieties of oranges worldwide, but five dominate supermarket produce departments: clementines, navels, Cara Caras, blood oranges and Minneolas.
Oranges are plentiful with moderate demand and a steady market. Quality is excellent across all varieties, with good sugar, color and flavor. Favorable growing conditions have resulted in strong supplies for the Christmas holiday selling period.
California navel production is especially strong heading into Christmas, providing a prime opportunity for holiday ad promotions. Navels are showing excellent color and flavor.
Clementines are in peak season with moderate, steady demand. Bagged clementines remain highly popular and are second only to navels in consumer preference.
Supplies of California Cara Cara oranges are beginning to build, and quality is excellent. Heavier volumes are expected in January and February.
California Minneola tangerines are also at peak season. Supplies are strong, and quality, color and size are excellent—ideal for promotional activity.
California blood oranges are now available and will remain in season through April and May. They offer another high-quality option for holiday features.
Now is a good time to build eye-catching displays to drive high-volume sales. Since California navels are considered the king of oranges, place a prominent display in a key location. Create a massive appearance while controlling shrink by using empty bottom cartons and false bottoms on the top row. Waterfall displays using original cartons add impact and help move volume.
Work with your suppliers to plan weekly ad promotions for Christmas and the winter months. Promote both loose and bagged options.