A new partnership between Paramount Citrus and Mulholland Citrus means there will be more Wonderful Halos this season than last.
With the addition of Mulholland fruit, Paramount, based in Delano, Calif., expects to ship more than 100 million 5-pound equivalent cartons of mandarins for the 2014-15 season, according to spokesman Steven Bram.
The two companies have common goals, Tom Mulholland, fourth-generation owner of the Orange Grove, Calif., company, said in a news release. He previously marketed his own mandarins under the Delite brand.
“We share the same values and a similar vision as Paramount Citrus to expand the market for mandarins and use the power of a well-known brand like Wonderful Halos to reach an ever-increasing number of consumers,” Mulholland said in the Oct. 17 release.
“Both of our companies are strongly rooted in California agriculture, and we believe we can help each other give America a healthy alternative as the perfect snack.”
Mulholland will continue to pack its own mandarins, according to the release, but they will carry the Wonderful Halos brand. The brand is backed by a $100 million, five-year marketing campaign that began in 2013. The 2013-14 season marked the first year Paramount did not use the Cuties brand, which it sold to former partner firm Sun Pacific, Pasadena, Calif.
Dave Krause, Paramount president, said the goal of the partnership with Mulholland is to increase consumption.
“We are focused on working with other like-minded quality farmers to grow the overall mandarin category within the citrus industry,” Krause said in the release. “Working closely with the highly experienced growers at Mulholland Citrus is a logical next step to reinforce the transformation of mandarins into one of America’s most popular produce items.”