Citrus Road Map: 6 Ways to Drive Sales

From coast to coast, citrus remains a bright spot in produce.

Citrus first took root in the U.S. during the age of exploration, and centuries later, the industry continues to thrive — though its center of gravity has shifted west.

According to U.S. Department of Agriculture (USDA) National Agricultural Statistics Service (NASS) data for the 2023-2024 season, California dominated production, accounting for nearly four-fifths (79%) of the nation’s citrus crop. Florida followed with 17%, while Texas and Arizona each contributed the remaining 4%. Coast to coast, the season spans from October to May or June.

Add summer imports, and the fresh citrus category represented 6.9% of produce sales for the 52 weeks ending Sept. 13, 2025, as provided by NielsenIQ Retail Measurement, Total Store data.

However, it’s when U.S.-grown citrus is available that the broadest variety of SKUs is available to both retailers and their customers alike.

“Citrus is on customers’ taste buds when it’s wintertime,” says Vince Mastromauro, director of produce operations for Sunset Foods, a five-store chain based in Highland Park, IL.

“Top movers for us are the Halos (mandarins), Sumos (dekopons) and heirloom navels. However, we will also carry a traditional California navel, Cara Caras, tangerines, two types of grapefruit, and, of course, lemons and limes. Occasionally, we’ll carry some bagged lemons and limes, but with the oranges and grapefruit, bulk sells better.”

1. GO MAD FOR MANDARINS

Mandarins are the largest citrus sub-category, representing 39.7% of dollars per NielsenIQ data. So, give them space.

“Stem and leaf mandarins, both bulk and bags, and dekopons dominate the category throughout the season,” says Jeff Salchenberg, produce program and category manager at New Seasons Market, a 22-store chain headquartered in Portland, OR. “The mandarins are easy to peel and are perfect for snacking and lunch boxes. The dekopon has quickly become a customer favorite.”

Over the past few seasons, mandarins have outpaced oranges in growth by nearly three times, says Wiktoria Dabrowska, sales and marketing coordinator for Fresno, CA-based Fowler Packing, which distributes its citrus under the Peelz brand.

This season, Al Bates, president of Sun Pacific Shipping in Bakersfield, CA, which distributes its mandarins under the Cuties brand, says, “organic volumes of mandarins will be up by 25%.”

Organic citrus represented 5.8% of total citrus sales, based on NielsenIQ statistics, with organic mandarins totaling 23.8% of organic citrus dollars.

Creekside Organics, will debut its organic Dulce mandarins, a variety that starts before clementines. “This makes our Fruit World brand the first to market on certified organic mandarins from California,” says Bianca Kaprielian, co-chief executive of the Bakersfield, CA-based grower.

Growers say prime promotional windows for conventional and organic mandarins are Thanksgiving week, December, February, March and April.

To differentiate its Halos-brand mandarins in-store and drive incremental sales, Wonderful Halos, the mandarin brand of the Los Angeles, CA-headquartered Wonderful Company, is launching a new core point-of-sale (POS) display lineup, according to Zak Laffite, president of its subsidiary, Wonderful Citrus.

“The colorful ‘So Sweet’ bin bases will showcase Wonderful Halos as an ideal snack choice that is sweet, seedless, and easy-to-peel. To further maximize visibility with shoppers during key selling periods, the Halos POS lineup will also include new seasonal accessories with winter holiday and basketball themes.”

Dekopons, a mandarin-orange cross available from January through March, sell themselves, says Sunset Foods’ Mastromauro. “Customers get excited to see them in store. You don’t have to advertise them. As long as they’re available, and they’re a nice size, you can’t keep them in stock.”

2. POSITION LEMONS AND LIMES AS EVERYDAY STAPLES

Lemons, at 16.9% of citrus category sales based on NielsenIQ data, and limes at 16.2%, combine to 33.1% and are the second most valuable citrus category.

“Lemons and limes are top movers in the category because they are so versatile,” says Mastromauro. “For years, we sold them by the pound. Now, we sell them by the each or two or three for $1, depending on price.”

Beyond commodity Lisbon or Eureka lemons and Persian or Tahitian limes, seedless lemons, Meyer and Pink lemons are gaining in popularity as are Key limes, sweet limes and finger limes, according to Robert Schueller, director of public relations for Melissa’s/World Variety Produce, in Vernon, CA.

Seedless lemon consumption has grown by more than 40% over the past year, according to Wonderful’s Laffite.

“We’ve expanded operations beyond California to Mexico, and now offer year-round distribution, including at major retailers, such as Whole Foods, Walmart, Trader Joe’s and Kroger, among others. We offer 1- and 2-pound bags of Wonderful Seedless Lemons for heavy lemon users and those seeking convenience without having to remove the seeds.”

Meyer lemons, available domestically from September to May, are a star, albeit only representing 1% of lemon category sales, per NielsenIQ data.

“Pink lemons are gaining ground because they combine novelty with versatility and they are Instagram-worthy items that, like finger limes, deliver on the consumer desire for discovery,” says Alex Jackson, vice president of sales and procurement for Frieda’s Branded Produce, in Los Alamitos, CA. “This season, we’re reintroducing Frieda’s Finger Limes, in both conventional and organic.”

3. MAKE THE MOST OF ORANGES

Oranges represent 23% of citrus dollars based on NielsenIQ data. Of this, navels make up 66.4% of dollars, with 12.9% for Cara Caras and 1.7% for blood oranges. Overall, organic oranges are 21.8% of the organic citrus category, up 21.8% in the last 52 weeks.

“Our California navel program starts in October and runs through May,” says Doug Stewart, director of sales and citrus at Kern Ridge Growers LLC, in Arvin, CA. “We had a mild summer, so there’s a good color break on our early varieties. As far as sizing, we’ve got 40s all the way down to 138s out there, so a nice run of sizes, whether for cartons, RPCs, bags or bins.”

Last year, Bee Sweet Citrus introduced its premium variety line, which includes Royal Red oranges. This year, it’s adding Heirloom Navels. “Each variety is packaged in elevated graphics that highlight its characteristics,” says Jason Sadoian, sales representative.

“Cara Caras and blood oranges are among the fastest-growing specialty varieties this season, gaining traction due to their unique flavor profiles and versatile usages,” says Cassie Howard, senior director of category management and marketing, Sunkist Growers, Valencia, CA. “Cara volume sales are up 29% compared to a year ago, with the 3-pound Cara bag driving the category.”

On trend is a greater demand for sour oranges, as more chefs are using them to cook, according to Jordan Feek, director of marketing for DLF International Inc., in Fort Pierce, FL. “We’ve replanted about 4,000 sour orange trees in one of our groves.”

Texas supplies super sweet oranges, says April Flowers, marketing director for Lone Star Citrus Growers, in Mission, TX. Varieties include early, Marrs, Pineapples and Valencias.

4. DON’T FORGET GRAPEFRUIT

Grapefruit represents 4% of citrus dollars based on NielsenIQ data. Of this, pink and red varieties make up 67% of dollars, with 4.4% for pummelos. Overall, organic grapefruit is 5.6% of the organic citrus category, up 15.6% in the latest 52 weeks.

“Our bread and butter is Texas-grown sweet Rio Red grapefruit,” says Flowers. “Thanks to the low acid and bright red flesh of our Rio Reds, our fans anxiously await the Texas citrus season. Full production runs from the end of October to mid-March.”

This season, Wonderful Citrus is launching new packaging and positioning of the company’s Texas-grown sweet grapefruit, formerly Sweet Scarlett’s, says Laffite. “The fruit will hit the shelves in time for the December holidays, supported with in-store displays, signage, and digital content to help introduce Texas Sweet Grapefruit to new, younger audiences.”

Fowler Packing’s Golden Gem grapefruit and pummelos are also part of the premium variety line the company introduced last year.

5. INTRODUCE SHOPPERS TO SPECIALTY CITRUS

Specialty citrus represents only 0.2% of citrus category dollars per NielsenIQ data, and includes Buddha’s-hand, calamondin, sudachi, yuzu, and kumquats, the latter of which makes up 28.8% of sales.

“Specialty citrus is truly having a moment,” says Frieda’s Branded Produce’s Jackson. “Our Popjoys kumquats, Limequats, and now Mandarinquats are gaining ground because they combine novelty with versatility. Availability has stretched thanks to our grower partnerships in California, with Mandarinquats available January through April, and Limequats remain a hot, limited-time option.”

Jackson adds that the best way to introduce these items is through bold merchandising and education. “Shoppers need to see them in-store for several weeks, so they become familiar, view them as retailer-endorsed, and have the chance to repurchase.”

6. THE EYES HAVE IT

Displays remain the strongest sales driver across the category.

“Shoppers are drawn to abundance, variety and color,” says Creekside Organics’ Kaprielian, emphasizing that multi-variety, side-by-side displays encourage discovery.

Wonderful Citrus’ Lafitte notes that the grower’s large in-store displays for its Halos mandarins drive 23% faster velocities than non-displayed items. At the same time, Lone Star’s high-graphic bins and 5-pound Winter Sweetz bags continue to lead grapefruit sales.

Citrus sales during winter are a hit with customers at Sunset Foods. “When we’re in the peak season, we’ll combine a variety of citrus items and put them on ad,” says Mastromauro. “We’ll have lemons and limes, heirloom navels and the sumos, so shoppers will see the variety of citrus items we have on sale in the winter. I’ll also use the tagline, ‘Get Your Vitamin C,’ to make that connection to health and the value-added benefits of fresh citrus, especially in January.”

Citrus suppliers are stepping into the 2025-2026 season with strategies designed to energize sales and excite shoppers. For example, Sunkist Growers is expanding its “Sunny Days” brand platform into retail, featuring new POS materials, updated bins, and storytelling that links its citrus legacy to wellness trends.

At Fowler Packing, the new “Nothing Peelz Better” campaign connects with consumers, both online and in-store, through streaming ads, influencer content, Instacart promotions, a Planet Fitness partnership, and in-store sampling events.

As the domestic citrus season gains momentum, the retail formula for success is clear: build big, tell authentic stories, and keep everything the citrus category offers top of mind — and at the top of shoppers’ carts.