Fruit World has expanded its specialty citrus category to include organic mandarinquats and limequats, which will ship in what Bianca Kaprielian, the company’s founder and CEO, calls “super eye-catching” 16-ounce clamshells.

Fruit World spent a large part of 2024 on a brand refresh and rolling out all new packaging with a fun, fresh new look, Kaprielian added.

The effort culminated at the end of December with a new website, which represents the refreshed brand, hones the Fruit World story and offers a new consumer-facing page where consumers can learn how the company is “deliciously different.”

Consumers can reach the site directly by scanning a QR code on the new Fruit World packaging.

Also in 2024, Fruit World became Equitable Food Initiative (EFI) certified, which signifies that its farms uphold the highest standards in food safety, social responsibility, and environmental stewardship.

“This ensures our fruit is grown, harvested, and packed with exceptional care and reflects our commitment to sustainability, equity, and continuous improvement,” Kaprielian said. “We’re also expanding our organic-certified acreage, which puts into action our commitment to being an organic-first company as well as our commitment to sustainability, which is a big deal for us.”

Fruit World’s 2024-25 California citrus crops, particularly organic clementines, are enjoying very high sugar levels, Kaprielian said.

“We kicked off our organic mandarin season with Clementines from my grandparents’ home ranch, Sky Ranch. These mandarins are always special, but this year they are knock-your-socks-off special,” Kaprielian said. “Our next organic clementine varieties, including satsumas, are also eating exceptionally well, with higher-than-average brix levels.”

It’s a strong crop year overall, Kaprielian said, with plenty of fruit on trees, which means opportunities for retailers to promote aggressively and continuity of flavor and quality.

Fruit World is currently shipping organic clementines and satsumas in what Kaprielian calls its “fun and bold” branded 1, 2, 3 and 5-pound bags and high-graphic cartons that are perfect for creating an eye-catching display. The company is also now shipping organic satsumas with stem and leaves, offering a farm-fresh presentation for produce departments.

“Overall, the quality has been really, really good, and volume has been a little better than expected,” Kaprielian said. “ The flavor has been some of the best I’ve seen– off-the-charts sweetness, especially on the early season mandarin and navels.