VALENCIA, CALIF. — Sunkist Growers is allocating more resources to its category management and consumer insights program as it wraps up its 130th season and prepares for the next.
“For the past five seasons, we have seen first-hand how important industry data can be to our customers,” said Christian Harris, CEO. “This value-added service continues to set us apart, and we’re focused on supporting our partners in real-time to make better business decisions by providing fact-based recommendations with marketing and merchandising tools that support what consumers want to see in-stores.”
To further its efforts, the citrus cooperative has promoted Cassie Howard to the role of senior director of category management and marketing, in which Howard will do the following:
- Oversee Sunkist’s retail marketing promotions and global branding programs.
- Drive the next evolutionary phase of category management solutions at the company.
- Feed real-time insights directly into strategic marketing tactics, according to Sunkist.
“Every unique varietal story provides an opportunity, whether that be through our enhanced Legacy ‘Heirloom’ program or citrus-character launch and mandarin packaging revamp, consumer insights have been there to help shape our shopper-marketing initiatives,” Howard said. “With our new capabilities, we can now ask consumers directly what matters to them most when shopping at their local grocers. Our ability to collect and leverage consumer feedback into real-time recommendations allows our retail partners to stay innovative, adapt to current trends, and best reach their ever-changing consumers.”
According to Sunkist, Howard has newly commissioned category studies and consumer insights that the company is eager to share with the produce industry.
“Be sure to follow Sunkist over the next few weeks as the marketing marvel shares relevant solutions and up-to-date programs to drive the category forward,” the company said.
