Inside the Paramount Citrus Halos plant in Delano, Calif., mandarins are photographed and "graded" as they are carried along on five miles of conveyor-belt chain.
(Fortune)
Halos' owner -- Los Angeles-based company Roll Global, which also makes POM Wonderful pomegranate juice and Fiji Water -- plans to as much as double output in the next five years. In order to juice demand, the company recently launched a five-year, $100 million ad campaign, $20 million of which will be spent this year on marketing and TV ads already playing across the country. This season the Halos packinghouse will process the country's largest mandarin harvest, tens of millions of boxes of the fruit. Despite the sleek ads and the glamorous rollout (including a $400,000 launch party at New Orleans' House of Blues), Roll Global's path to mandarin domination has been troubled. Months before the product was slated to hit grocery store shelves, the Halos team was in crisis mode. It didn't have a name for its fruit, much less a strategy. What it did have was thousands of acres of soon-to-ripen citrus and competition: Cuties.
Cuties-brand mandarins weren't always the enemy. Through its subsidiary, Paramount Citrus, Roll Global was initially one of two major growers selling Cuties. The other was Sun Pacific. Roll came up with the name and slogan: "Kids love Cuties, because Cuties are made for kids." But the partnership fell apart in May. Sun Pacific took the name, paying an undisclosed sum for the trademark. The resulting contest between Roll's new brand, Halos, and its old brand, Cuties, is a rare thing: a real product rivalry in the grocery aisle devoid of products -- produce.
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