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Pasadena, Calif.-based Sun Pacific has acquired the Cuties trademark from Paramount Citrus, as Paramount and Wonderful Brands focus on developing a new brand name for the sweet, seedless fruit.
“We now own the sole rights to the Cuties brand and will continue to be the exclusive source for the high quality Cuties brand mandarins that consumers have come to know and trust,” Berne Evans III, Sun Pacific’s CEO, said in a news release.
Paramount, meanwhile, said it "will end its joint venture with the commodity grower Sun Pacific this summer."
Paramount will now partner with Fowler Packing, a mandarin grower and processor based in Fresno. Together, the two companies plan to grow, process, market and sell what Paramount claims is more than 60 percent of the country’s California mandarin crop.
Paramount said it will make a substantial, multiyear marketing and advertising investment to build a stronger brand for mandarins under the “Wonderful” label. California mandarins sold by Paramount Citrus will be available in stores under a new name this November.
“It’s important for us to control our own destiny and oversee all production, marketing and sales, so we can guarantee our customers the unsurpassed taste and quality they’ve grown to expect,” said Paramount president David Krause.
The Wonderful Brands portfolio includes POM Wonderful, Wonderful Pistachios, Wonderful Almonds and Wonderful Almond Accents. In addition to California mandarins, Paramount Citrus also will begin selling sweet Texas red grapefruit under the Wonderful label this fall.
Both Paramount Citrus and Wonderful Brands are part of the Roll Global family of companies.