South African summer citrus was showcased last week at several product demonstrations in the US military commissaries at the MacDill and Patrick Air Force Bases in Florida along with Oceana Naval Air Station and Quantico Marine Corps Base in Virginia.
The demonstrations were part of a joint effort between fresh produce supplier Seald Sweet, South Africa’s Western Cape Citrus Producers Forum (WCCPF), and the Military Produce Group to promote South African citrus this summer in more than 80 of the Defense Commissary Agency's stores in the eastern US.
According to a press release from Seald Sweet, the promotion aimed to educate commissary customers of the versatility, benefits and growing practices of fresh citrus from South Africa, inform the consumers of the seasonality of summer citrus which is available when domestic product is not in season.
The initiative also sought to raise awareness of the Fisher House Foundation – a not-for-profit organisation established to meet needs of wounded service members and their families beyond that normally provided by the Departments of Defense and Veterans Affairs by donating “comfort homes” built on the grounds of major military and VA medical centres.
Samples of fresh South African navels and clementines were provided to customers during the product demonstrations, along with product information, recipe cards, and promotional give-away items.
A grower from South Africa also attended each event and answered questions on products and growing operations, further explaining how the seasonality of the products complements the availability of domestically grown citrus.
Additionally, materials were displayed promoting Seald Sweet’s summer citrus fundraising programme, which benefits the Fisher House Foundation.
“Our partnerships with our summer citrus growers have enabled us not only to continue to build this growing category but, through the Fisher House program, it has given us the opportunity to give back to those who selflessly defend our country,” said Kim Flores, Seald Sweet’s marketing manager.
“We are excited to have this opportunity to think ‘out of the box’ and connect an import program to benefit an organization that benefits our US veterans and their families,” Flores added.
Gray Vinson, account executive of for Seald Sweet’s military business said this year marks the fourth season of promoting the Fisher House programme.
The South African summer citrus and Fisher House promotions will run through September in the eastern US commissaries.
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