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Citrus Cooperative To Focus Heavily on Health and Nutrition Benefits of Citrus Sherman Oaks, Calif. (February 22, 2002) - Sunkist is embarking on a fresh marketing effort with a heavier emphasis on the health and nutrition benefits of citrus. As consumers become more interested in a healthy lifestyle, Sunkist is in an excellent position to be the perfect resource for consumers and media seeking citrus health and nutrition information. "In the past, Sunkist has focused largely on communicating the arrival of the orange crop with consumers and consumer media, particularly food editors." said Jeff Gargiulo, newly appointed president and CEO. "We are proud of our quality crop, and want to broaden our outreach by educating consumers on the health and nutrition benefits of the entire Sunkist citrus line and to incorporate citrus into their diet and lifestyle." In January of this year, Sunkist highlighted health and nutrition messages by hosting a select group of health and nutrition journalists from regional and national media outlets in the United States and Canada on a Sunkist Grove Tour on Ojai, Calif. Media from publications such as Self, Prevention, Shape, Parade, Women's Day and Muscle & Fitness and Canadian Living and Toronto Sun in Canada participated in a Sunkist Grove Tour weekend which included tours and grower presentations at Jim Lloyd-Butler's lemon groves and Bob Davis' Valencia orange groves, special citrus infused meals and orange-themed spa treatments. Keynote speakers, included Dr. Liz Applegate, a faculty member of the Nutrition Department at University of California, Davis and author of Eat Smart, Play Hard and Miss America 1999, Nicole Johnson who has been an advocate for diabetes awareness since winning her crown. Both spoke about the importance of a healthy lifestyle and maintaining a balanced diet. The success of this new direction is evidenced by the overwhelming response of those who attended the Grove Tour. In Canada coverage has already appeared in La Presse, Canadian Living Cooks and Les Saisons Clodine morning show. In the US, coverage is pending in more than 10 publications. This year's Grove Tour was an extension of the 2001 Grove Tour, which targeted food media and was attended by journalists from First for Women, Sunset, Good Housekeeping and Better Homes & Gardens, among others. Last year's Grove Tour ultimately won the Best in Co-Op Marketing Campaign and Best-of-Show award from The National Council of Farmers Co-op. This healthy message is brought to you by Sunkist Growers. As one of the world's oldest and largest citrus marketing cooperatives, Sunkist Growers is owned by more than 6,000 citrus growers in California, Arizona and Texas, most of whom are small family farmers. # # #
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