Bee Sweet Citrus is bringing a new variety to market this season, and it has been a long time coming. Grower Nancy Lange dedicated over a decade to testing the Rosy Red Valencia, with an initial experimental planting of more than 400 trees in 2014 and commercial planting beginning in 2019. This marks Bee Sweet's inaugural season for growing, packing and shipping the variety.

Monique Mueller, director of communications at Bee Sweet, described what sets the Rosy Red apart. “Rosy Red Valencias stand out from traditional Valencia oranges due to their distinctive coral-colored blush on the exterior, deeper pigmentation in both flesh and juice, and a noticeably pleasing aroma.” She added that they “offer more juice and maintain a balanced flavor profile with a consistent sugar-to-acid ratio throughout the season. The unique coloration and health benefits are attributed to high levels of lycopene, a carotenoid absent in traditional Valencias, which also acts as a powerful antioxidant and anti-inflammatory.”

The Rosy Red Valencia is a versatile variety, ideal for both juicing and eating fresh. The striking color, reminiscent of Cara Caras and Royal Red oranges, adds vibrant appeal to summer salads, cocktails, and entrées. Unlike other summer citrus, Rosy Reds retain the classic juicing qualities of the normal Valencia, which offers retailers and consumers a distinctive yet familiar multi-purpose option.

Customers are excited for the debut of the Rosy Reds, with the selling point being the late season availability of the fruit. Mueller said consumers will find Rosy Reds to be a flavorful alternative when Cara Cara navels are no longer in season, and their “exceptional juicing quality” also makes them a popular, healthy option for those seeking a refreshing summer orange.

The challenges of introducing a new fruit to the market are expected, and customers can be hesitant to try something unfamiliar. Launching a new variety requires close collaboration between suppliers and customers to highlight the exciting arrival of the product and the unique qualities it brings to the table. Mueller said “Capturing their attention quickly is essential, and vibrant packaging plays a key role in achieving this — we believe the artwork created for Rosy Red Valencias will effectively attract shoppers and set the variety apart.” 

First impressions are crucial in the produce aisle, where competition is fierce, and shoppers make decisions in seconds. Bee Sweet is handling the exposure of the Rosy Red well, which Mueller conveyed, stating that “Social media, eye-catching point-of-sale materials, and targeted promotions are effective tools to raise awareness.” She added that their marketing team is “fully prepared to tailor campaigns that address each customer’s specific needs.”  

According to Mueller, the ultimate goal for Rosy Red Valencias is to emerge as the best choice when it comes to summer citrus. She emphasized that Rosy Red Valencias are the perfect answer to people’s need for nutritious fruit on a daily basis. This ambition was demonstrated through a serious commitment, beginning with Nancy Lange’s many years researching the fruit and its potential before shifting to commercial growth.