MONTICELLO, FLA. — The Cold Hardy Citrus Association (CHCA), a collaborative group of more than 75 growers, handlers, processors and allied businesses, with groves and packing facilities throughout the Florida Panhandle, Eastern Alabama and Southern Georgia, will debut its newly created regional brand—Sweet Valley Citrus—at the New York Produce Show on Dec. 15.

"Sweet Valley is a mythical place," said Karen Nardozza, president and CEO of Moxxy, the marketing agency CHCA hired to develop the new regional brand and generate awareness. "While you can’t find Sweet Valley on a map in the multi-state, Southeast areas where CHCA members grow, harvest and pack, the name is meant to provide a memorable moniker that describes the most beloved quality of the citrus fruit grown in the cool climate there—primarily Satsuma mandarins."

Peak season is in full swing for Sweet Valley Satsuma mandarins, with strong volumes expected through mid-January, according to the group. 

"Our growers and packers are distributing under multiple labels and building their own brands, yet everyone’s fruit shares the exceptional qualities that are unique to our growing area," said Kim Jones, president of CHCA. "The new Sweet Valley Citrus label and brand identifies to buyers and consumers that this is a truly special fruit, locally grown on small farms—just what shoppers are looking for."

Produce buyers can speak with Sweet Valley Citrus representatives in booth #572 at the New York Produce Show.

Sweet Valley Citrus will also ship Shiranui mandarins, Cara Cara navel oranges, grapefruit, Kishu mandarins, tangerines and lemons.