Sunkist Growers has announced a new alliance with VIDAfresh to expand the availability of premium Sunkist-branded citrus across the United Kingdom, with a longer-term view to strengthening its presence in the wider European market.
The programme will launch with the upcoming Northern Hemisphere citrus season and will offer UK customers a premium range of oranges, easy peelers, lemons, limes, grapefruit, pomelos and other hard citrus varieties. The selection has been designed to serve retail, processing, wholesale and foodservice channels, with varieties chosen for their eating quality, consistency and strong market appeal.
A renewed presence in the UK market
The collaboration brings together Sunkist’s global brand recognition, citrus expertise and international production and sourcing network with VIDAfresh’s commercial, logistics and customer-service capabilities in the UK and Europe.
Together, the companies aim to reintroduce Sunkist fresh citrus to a new generation of UK consumers while building a platform for future expansion across the region.
“Growing up in the UK, Sunkist was a brand I knew long before I joined this cooperative, and this alliance brings that connection full circle,” said Christian Harris, Chief Operating Officer at Sunkist Growers. “It allows us to bring that legacy to more customers across the region, backed by the quality and consistency Sunkist is known for around the world.”
A connection dating back more than 70 years
Sunkist’s relationship with the UK dates back more than 70 years, when the cooperative first shipped California citrus to London in 1953.
The new programme builds on that history while reflecting Sunkist’s broader strategy to grow its international footprint and connect customers with high-quality fruit sourced from growers across the Northern and Southern Hemispheres.
VIDAfresh to manage commercial and logistics operations
Under the alliance, VIDAfresh will manage the programme’s regional commercial, logistical and customer-service needs, using its established UK relationships and supply-chain capabilities to connect Sunkist’s global citrus network with customers throughout the region.
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“Sunkist’s heritage and reputation for quality make this an incredibly exciting collaboration for VIDAfresh,” said Scott Davies, Managing Director at VIDAfresh. “Our product knowledge, highly experienced commercial, logistics and operational teams, coupled with our commitment to customer satisfaction and our proven track record in fresh produce, position us well to build a long-term platform for sustainable growth for Sunkist across the UK and Europe.”
Fruit Attraction as a showcase
The initial phase of the programme will focus on establishing Sunkist’s fresh citrus presence across UK customer channels. Over time, the alliance is expected to support additional varieties, expanded seasonal availability and broader European distribution.
Sunkist and VIDAfresh will also present their expanding citrus collaboration at Fruit Attraction in Madrid this October, where visitors will be able to learn more about the programme at the VIDAfresh stand.
