Rebranding Grapefruit’s Flavor Profile

This is Tim Hammerich of the Ag Information Network with your Farm of the Future Report.

Today’s ag commodities reflect years of progress in breeding for taste, quality, and presentation to meet consumer expectations, but the consumer isn’t always aware of these improvements. The team behind SummerStar Ruby grapefruit is actively working to change how grapefruits are viewed by consumers. Nicci Stewart says their latest marketing campaign focuses on changing the narrative around the fruit’s sweetness.

Stewart... "Our payoff line is that it's a sweet and tangy grapefruit grown in South Africa. There are various parts of that to educate the market that this is a grapefruit, because not necessarily everybody knows that a summer star, that a star ruby is a grapefruit. We've positioned the taste so specifically sweet and tangy because there is this perception that grapefruit are bitter. You know, the people have got that old, you used to have your grandmother where you would've to put a lot of sugar on it, so highlighting the flavor profile.”

Stewart adds that it’s important to find a careful balance of challenging old ideas without distancing loyal grapefruit consumers.

Stewart... "The way we sort of approach the nuances in our communications is, I, I don't knock any grapefruit. So when we are talking about it, you know, bitterness, it's like, well, if you like the bitterness, go for it. This particular one is not bitter. So we try and manage those nuances quite closely.”

Learn more about SummerStar Ruby grapefruit by visiting summerstarruby.com.