To celebrate its anniversary, the company is bringing back its original namesake brand, Paramount Citrus
Wonderful Citrus, one of the US pioneers of branded produce, celebrates its 75th anniversary this year.
The company behind the well-known Wonderful Halos mandarins and Wonderful Seedless lemons was founded in 1950 as Paramount Citrus, marketing and selling citrus for independent California growers who were underserved by packing consolidators and brokers.
In 1981, Lynda and Stewart Resnick acquired Paramount Citrus, their marketing prowess and financial acumen paving the way for what is now one of the largest agricultural portfolios in the world, with The Wonderful Company establishing itself as the leader in branding and marketing of pistachios, almonds, pomegranates, mandarins, and seedless lemons.
“We are proud to celebrate a legacy built on deep expertise, boundless passion, and an unwavering commitment to putting our people and partners first,” said Zak Laffite, president of Wonderful Citrus. “As we celebrate 75 years, Wonderful Citrus is excited to continue leading the citrus category forward through innovation, quality, marketing, and sustainability — because no one knows and grows citrus like us.”
To celebrate its anniversary, the company is bringing back its original namesake brand, Paramount Citrus, as a primary label within its portfolio, representing its heritage as a citrus grower. Consumers can find the new Paramount Citrus label, including both packaged and stickered loose fruit, in produce departments across the US.
Additionally, Wonderful Citrus has relaunched a revamped website featuring an enhanced user experience and a dedicated online grower portal to streamline communication and support collaboration.
“Our success is built around three pillars: cultivating people and partners; best-in-class branded fruit and value beyond our product,” the company said.
Wonderful Citrus has almost 7,500 employees, hundreds of growing partners around the world, and imports from seven countries. It operates ten packhouses in various regions across the US, including its main operations in California, Texas, New Jersey, and Mexico.
As pioneers in produce marketing, the company’s team of more than 200 in-store merchandisers work closely with retailers to leverage its branded packaging and high-graphic in-store point-of-sale displays in strategic locations throughout grocery stores. It also collaborates with key distributors in the foodservice sector.
“From seed to shelf and root to fruit, Wonderful Citrus offers comprehensive nursery services, expert farming guidance, and state-of-the-art packing and juicing facilities, while delivering best-in-class sales and merchandising capabilities,” the company said.
Wonderful Citrus cultivates and harvests over 74,000 acres of fresh citrus and ships it around the world each year to ensure a year-round supply.
Alongside its iconic Wonderful Halos mandarins, a key part of the company’s recent success has been tapping into consumers’ growing preference for seedless varieties with its Wonderful seedless lemons, which have accounted for 100 per cent of bagged lemon category growth for three consecutive years.
Community and social initiatives also feature highly in the company’s ethos. Wonderful Citrus’ parent company, The Wonderful Company, and its owners, Lynda and Stewart Resnick, have invested more than US$2.5bn in philanthropy and corporate social responsibility initiatives globally, including US$1.3bn in environmental sustainability efforts to help fight climate change.
Looking ahead, the company said it will focus on long-term growth and expansion, along with supply chain diversification. “This will be achieved by continuing to strengthen relationships with growers and suppliers worldwide to ensure a premium-quality and reliable year-round supply, while also expanding into new international markets for exports,” it said.
“Wonderful Citrus is also investing in farming and cultivation activities to introduce and enhance the availability of high-demand varieties throughout the year.”
