The Heart of Citrus Season Starts Now!

January marks the transition from the early months of citrus season to the heart of peak varieties, volume and deliciousness. There’s a plethora of new fruit in all shapes, sizes and flavor profiles that will make the next two months an especially exciting time for citrus fans. 

Beyond simply curating a diverse collection of fruit, OGC is proud to source from citrus growers big and small, featuring fruit from many smaller-acreage boutique growers. There’s a great grower behind each piece of citrus, and these partnerships are a large part of what makes the OGC program so special. 

Take some tips, tricks and insider info from two of OGC’s most enthusiastic citrus lovers: Buyer Don Mayfield and Sales Manager Brendon O’Shea. 

Don Mayfield showcasing a personal favorite, TDE mandarin

Q: How is the 2021/2022 Citrus Season shaping up so far? Any notable changes or challenges?

Don: The early season kicked off in late October, and while delicious, there were a few initial challenges. Last year’s set was lighter than normal, resulting in less volume and larger-sized fruit. That was true of the early-season Navels, which are now transitioning into more medium-sized fruit. I anticipate the sizing issue will impact many other varieties this year. 

Rain in the early-season made a big impact on those first varieties we usually expect a lot of, like Satsuma mandarins. As a result, the volume of that crop has been down significantly this year.  

We seem to be out of the worst of the weather, and there will be tons of new varieties in great volume starting now. I’m very optimistic about the mid-season and all the small round orange things this next wave will bring. 

Looking forward, I predict that we will experience shorter windows of availability on many varieties than we typically expect. So act fast when you see something you want!

Generally, we forecast citrus availability to last into June, but those late-season varieties will likely run out earlier this year. So be sure to get in every last delicious variety while you can this season!

Q: How much of an impact is labor having this season?

Don: It’s huge. Everyone is feeling the impact of labor shortages across the board. But that’s more than just workers in the field. We’re seeing this impact logistics, as well. 

Routes are being consolidated and pallet minimums are higher, so we’re working extra hard to figure out ways to pick up smaller loads from our boutique growers while keeping our carbon imprint and costs in mind.

Q: Brendon, any advice to retailers on how to best navigate the shorter windows and lighter volume on favorite varieties? 

Brendon: Staying nimble will be key this season, especially as it relates to ads. While many retailers prefer to plan promotions a few weeks out, with varieties coming and going quickly, getting into a flexible headspace to seize upon opportunities as they arise and being able to set promotions just a few days in advance will ensure more success. 

Also, planning ads around a category versus a specific variety is another great strategy, especially for mandarins. OGC can help you select the best varieties within that category that align with your promotion, and then if one happens to come up short, there are multiple other types to fill in.

As always, staying in close communication with your Account Rep and leaning on their expertise is advised. 

Q: Peak citrus season is starting.  What are you excited about right now?

Don: January and February offer the best of the best in citrus. The depth of flavor, breadth of varieties, and scope of volume we start to see this month are phenomenal. 

I’m excited about all the blood oranges that will begin arriving very soon, starting with Moro landing this week, plus Tarocco and Sanguinelli are still to come. We’re getting into Oroblanco and Melogold grapefruit, which are both super to eat. Kumquats are coming any day now. And all the mandarins! There are so many flavors to explore in the mandarin category. 

Now is the time to get shoppers and eaters in the citrus mindset. The days are dark, that sunny vitamin C is essential, and there is more fruit to choose from than at any other point in the season.

Q: Looking further out, any thoughts to share about the late season?

Don: Growers have been investing in more late-season varieties, notably Tango, Murcott and Gold Nugget mandarins. All three are great eaters and I’m looking forward to having more of those to carry us into spring. 

Pixie mandarin is another fantastic late-season fruit that helps to breathe new life in what can start feeling like citrus fatigue. TDE mandarin is a killer piece of fruit and will help round out the mid-to late- season deliciously. 

Late-season citrus presents some really interesting pairings with other produce, so I think now’s a great time to turn it over to Brendon to delve into merchandising!

Q: What’s your number one tip for building citrus displays?

Brendon: Color breaks! No matter what time of the season, breaking up your citrus in displays is crucial. Putting something small, round and orange, such as a Page mandarin next to a large yellow Melogold grapefruit, followed by something smaller and blushed like a Blood orange, followed by something smaller or larger like a kumquat or pummelo, really adds visual interest with the various hues and will drive sales more than just having all mandarins bunched together on display. 

In the late season, I highly recommend merchandising with spring stone fruits and import pears to help drive citrus excitement into May and June. Think a lovely green import D’Anjou next to a golden Murcott with an early blushed California peach. This type of bright display will drive interest and sales, so keep things colorful and lively!

Q: In-store demos and tastings still seem to be off the table for most. Any tips to help drive purchases without demos?

Brendon: Such a bummer. I know we’d all love to be tasting fruit together in stores. While we wait for demos to return, finding a way to show shoppers the inside of the fruit can really help drive sales. This is especially true for grapefruit, Cara Cara navel, pummelo or any variety that might be considered “unusual.” Slice them open so that shoppers can see the interior and include them in your displays. This will entice shoppers to purchase something new or a familiar favorite. 

Produce department managers can help ensure that they and department clerks are tasting each variety, focusing on flavor and what is eating great. Then, they can give accurate verbal descriptions when asked by customers. Taking that idea a step further, using signage with accurate tasting notes and recommendations of peak flavors can be a great way to build trust with customers, drive sales and create repeat buys.

Also, if you can do so comfortably and store rules do not prohibit it, consider gifting a piece of fruit to a shopper that seems interested but reluctant. You never know who might be your next biggest kumquat or Blood orange fan!

Q: What’s a good strategy for moving citrus in volume?

Brendon: Often, identifying varieties that work well in bags can move the needle. Whether you’re trying to compete with Halos or Cuties, or you just have the sense your shoppers will purchase something they can grab quickly, pre-bagging and calling out the varietal is a great way to go. Working with your Account Rep to determine which variety would work best for your needs is worth the extra couple of minutes chatting!

Q: Any tips for addressing shoppers’ “citrus fatigue”?

Brendon: Citrus season is long, that’s for sure, and even if shoppers aren’t actively tired of citrus, it can seem less intriguing after seeing it displayed for a few months. I love the strategy of a big push in the mid-season and another in the late-season to reignite excitement. Host a “citrus fest” during both windows, even without sampling! Go big with a few good promotional items, some extra citrus signage, and a refreshed display. All these can help get shoppers to re-engage with citrus. 

Q: Final question to you both! What’s your favorite variety?

Brendon O’Shea shows off the unique flesh of one of his favorite varieties, Finger Lime

Don: I love Kishu and TDE mandarins. I would love to encourage more people to try the seeded mandarin varieties like Fairchild, Lee and Algerian. Seeded fruit takes a little more effort, but the flavor is amazing!

Brendon: It’s so hard to choose just one, so I’ll choose two; African Shaddock pummelo and Finger Limes.

I love the variation of colors in Finger Lime pulp. It’s such a versatile fruit, from fresh eating for a fun burst of flavor and that crunchy pop or mixed into guacamole, on top of oysters and great in drinks for all ages. It lends itself to some fun dinner table conversation, too!

I was blown away by African Shaddock the first time I tried it. Not only does it lightly scent the air in a room, it also pairs perfectly with radicchio and pears along with some blue cheese in a salad. Yes, they do take a minute (or two) to peel but are totally worth the effort. The pulp just explodes in your mouth with a perfect balance of sweet and tart. So good!

With so much to choose from in this diverse and abundant season, be sure to ask your Account Rep which sublime citrus varieties will best meet your shoppers’ needs.

Click to download the Citrus Primer and Availability Sheet to help guide you through the season!