Innovative marketing has been a hallmark of the South African mandarin brand, which is now supported by counter-seasonal supply
Over the past five years, South Africa’s Sweet C mandarin brand has gained substantial traction, particularly in China and South-East Asia.
The latest development is a decision by Sweet C’s brand owners to license one of their trusted and experienced Chinese partners, JWM Asia, to pack and export mandarins grown in China to key regional markets – including Vietnam, Malaysia, Indonesia, and Thailand – under the Sweet C label.
Sweet C is part of the successful House of Brands portfolio, owned and managed by ClemenGold International, which is excited by the benefits counter-seasonal supply will bring.
“This strategic move marks a significant milestone because Sweet C mandarins will now be available close to 12 months of the year, a rare and valuable achievement for any seasonal fresh produce brand,” said ClemenGold International.
“The carefully selected receivers of the counter-season supply are long-standing partners who typically receive fruit from South Africa. With this expanded model, they now enjoy an almost full-year shelf presence, keeping the Sweet C brand top of mind for consumers.”
ClemenGold International said Thailand’s inclusion is particularly significant, as the market is experiencing protocol difficulties on citrus imports from South Africa – giving Sweet C an advantage in the region.
“Despite the geographical expansion, brand custodians continue to maintain strict oversight of quality standards to ensure a consistently excellent eating experience across all markets,” said the company.
While Sweet C initially entered wholesale markets, recent strategic marketing investments have propelled the brand into the retail space, where it enjoys growing consumer recognition. Its bold, blue brand colour and striking in-store campaigns have helped establish a memorable identity in crowded retail environments.
“For fresh produce to succeed globally, the key is differentiation – standing out and being remembered,” said Adéle Ackermann, marketing manager at ClemenGold International. “We don’t believe commodity trading and seasonal price wars are the answer. Our strategy focuses on consistent supply of mandarins with exceptional internal qualities, supported by strong branding and creative marketing.”
Similar counter-season supply agreements are also in place with Moroccan growers, ensuring year-round availability of Sweet C mandarins in the UK, Ireland, Mauritius, and the Middle East.
