It’s a Green Light for the Launch of Florida ‘YELLOS’ Grapefruit Brand
November 10, 2021 Vero Beach, FL-based IMG Citrus has announced the launch of a new Florida grapefruit brand and specialty product, YELLOS. With limited availability during the winter months, YELLOS is an opportunity to invigorate the citrus aisle across the U.S. market in a convenient grab-and-go 2-pack, according to company officials.
Although considered a new product on the U.S. market, the YELLOS grapefruit variety is Florida’s original heirloom grapefruit and the white-fleshed counterpart of the well-known Florida ‘Ruby Red’ grapefruit. YELLOS are harvested from mature groves more than 25 years of age, primarily located in Florida’s Indian River region. The profile of these groves allows YELLOS to boast a consistent and uniquely sweet taste.
Unlike red grapefruit, white grapefruit exhibits a unique, golden-yellow hue on both the outside and inside of the fruit, which helped inspire IMG Citrus’ new brand name YELLOS.
With consumer trends supporting the desire for heirloom and unique varieties with high taste profiles, YELLOS is positioned as an attractive choice for this winter season, IMG expects.
Available this winter season in a convenient grab-and-go 2-pack, Florida YELLOS’ bright packaging encourages consumers to take home a bag.
Photo courtesy of IMG Citrus
Florida’s white grapefruit has traditionally been sold to export markets, notably to Japan, where the white-fleshed grapefruit is favored over the red-fleshed and collects a premium price.
“To us, it makes sense to shift our marketing toward the U.S. market, where the Florida grapefruit brand-name is strong, and where consumers are looking for unique experiences while also connecting with local farming and heritage,” says Sydney Allison, Director of Sales at IMG Citrus.
IMG Citrus also sees an opportunity to reduce food miles, a sustainability goal they have in common with their U.S. retailer clients. In 2019, a grove acquisition made by IMG Citrus substantially increased its share of white grapefruit. This control of the supply gives IMG Citrus a unique opportunity to re-introduce white grapefruit to the U.S. market with the confidence to consistently feed U.S. retailer programs.
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