Sunkist And VIDAfresh Join Forces To Expand Premium Citrus Range In UK
Sunkist Growers has announced a new alliance with Kent-based fresh produce importer and distributor VIDAfresh, aimed at increasing the availability of premium Sunkist-branded citrus across the UK.
Launching with the forthcoming Northern Hemisphere citrus season, the programme will offer oranges, easy peelers, lemons, limes, grapefruit, pomelos and other hard citrus varieties.
The range has been selected for its eating quality, consistency and varietal appeal, with products intended for retail, processing, wholesale and foodservice customers.
The collaboration combines Sunkist's international sourcing network, citrus expertise and global brand recognition with VIDAfresh's commercial, logistics and customer-service capabilities across the UK and Europe.
VIDAfresh will manage the programme's regional commercial, logistical and customer-service requirements, using its existing client relationships and supply-chain infrastructure to connect Sunkist's global citrus network with customers throughout the region.
Christian Harris, chief operating officer at Sunkist Growers, said the partnership held personal significance for him, having grown up in the UK with an awareness of the Sunkist brand long before joining the cooperative.
He said the alliance "brings that connection full circle" and would enable Sunkist to reach more customers across the region.
Sunkist's relationship with the UK stretches back more than 70 years. The cooperative first shipped California citrus to London in 1953, and the new programme is intended to reintroduce its fresh citrus to a new generation of British consumers.
Fruit will be sourced from growers across both the Northern and Southern Hemispheres as part of Sunkist's wider strategy to expand its international presence and offer increased seasonal availability.
Scott Davies, managing director at VIDAfresh, described Sunkist's heritage and reputation for quality as making the venture "an incredibly exciting collaboration for VIDAfresh".
He said the importer's product knowledge, experienced commercial, logistics and operational teams, customer focus and track record within fresh produce positioned it to develop a platform for Sunkist's long-term growth across the UK and Europe.
The initial phase will concentrate on establishing Sunkist fresh citrus across UK customer channels. Over time, the companies expect the venture to support additional varieties, longer seasonal availability and wider European distribution.
Founded in 1893, Sunkist Growers is an agricultural cooperative owned by multigenerational citrus growers in California and Arizona.
VIDAfresh, which is based in Dartford, was founded in 2010. It works with growers, suppliers and service providers worldwide, supplying customers across the UK, Ireland and mainland Europe.
The two businesses will showcase their expanding citrus collaboration at Fruit Attraction in Madrid this October, where VIDAfresh will exhibit in Hall 10, Stand B13.
The partnership was announced by Sunkist Growers and subsequently reported by FreshPlaza.
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