![]() ![]() ‘I can’t think of any other produce that has done this,’ says John Ball of San Diego branding firm MiresBall. Just as people have long asked for a ‘Kleenex’ instead of a tissue, they are starting to ask for ‘Cuties’ when they mean mandarins. Techniques once reserved for promoting consumer products have now made their way into the produce section. The rise of Cuties heralds the arrival of big-money marketing in a tradition-steeped corner of American industry. The navel orange, after reigning supreme for decades, has a challenger. Evans the king of the Cuties, a brand of seedless, sweet and easy-to-peel mandarin that is storming the nation’s fruit aisles and changing eating habits that span generations. ‘It’s the largest clementine planting in the world,’ he said, smiling. It was that rare event - a produce story that broke through to the mainstream media:įrom a hillock in the San Joaquin Valley, Berne Evans III recently surveyed a citrus grove that stretches as far as the eye can see. ![]() When The Wall Street Journal ran a piece this past summer, titled The Big War Over a Small Fruit.
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