IMG Citrus announced the launch of the YELLOS Florida grapefruit brand and specialty product.
“Although considered a new product on the U.S. market, the YELLOS grapefruit variety is in fact Florida’s original, heirloom grapefruit and the white-fleshed counterpart of the well-known Florida Ruby Red grapefruit,” the company stated. According to a press release, YELLOS are harvested from mature groves more than 25 years of age, primarily located in Florida’s Indian River region.
The YELLOS brand is marketed as a limited harvest product with availability only from November through April. “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,” the release stated.
IMG Citrus noted that Florida’s white grapefruit has traditionally been sold to export markets, notably to Japan, where white-fleshed grapefruit is favored over red-fleshed grapefruit 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,” said Sydney Allison, IMG Citrus director of sales.
YELLOS are available this winter season in a grab-and-go 2-pack with bright imagery depicted in an array of yellows, blues and greens.
In 2019, a grove acquisition made by IMG Citrus substantially increased its share of white grapefruit.
IMG Citrus is a second-generation citrus grower, packer, marketer and shipper in Vero Beach, Florida, with more than 11,000-acres of productive agricultural land. Learn more about the company’s leadership.
Source: IMG Citrus
Share this Post
Sponsored Content