Sunkist partners with breast cancer foundation for 'Power with the Pink Orange' campaign

Valencia, Calif.-based Sunkist Growers Inc. says it has partnered with the National Breast Cancer Foundation Inc. to support health and wellness initiatives. The collaboration aims to raise awareness about breast cancer and provide valuable resources to those impacted by the disease, according to a news release.

“We are excited about this partnership with Sunkist Growers and their commitment to our mission of Helping Women Now,” said Candice Hensley, NBCF senior manager of strategic partnerships. “Through their support, they will help us provide early detection, education, and support services to women affected by breast cancer across the country.”

This season, all Sunkist cara cara orange 2-, 3- and 5-pound bags will feature limited-edition pink ribbon packaging and matching merchandising, symbolizing the brand’s commitment to the cause, the release said.

Additional "Power with The Pink Orange" campaign materials include display bins, stackable towers and new in-store merchandising extending from informational posters and header cards to channel rails, all with QR codes leading back to the Sunkist website where consumers can learn more about the NBCF partnership, helping consumers to make a difference with their purchases, the release said.

“We are honored to support National Breast Cancer Foundation through our expanded Pink Orange program,” said Jim Phillips, president and CEO of Sunkist Growers. “As a leader in the citrus industry, we are asking our retail partners to join in with Sunkist, contributing to a cause that affects so many lives and supports NBCF’s vital work in helping women and inspiring hope. Our support doesn’t stop at the retail shelf; Sunkist, along with our sister cooperative Fruit Growers Supply, will engage in activities throughout the year to show our support for this worthwhile cause.”

Starting with Breast Cancer Awareness Month this October, Sunkist said it will launch a series of initiatives extending from social media collaborations highlighting influencer and survivor spotlights to creating patient care packages and sponsoring HOPE Kits, sharing important information about breast cancer awareness, early detection and resources available through NBCF.

Orange on the outside and pink on the inside, caras get their unique pink interior from the antioxidant lycopene. Additionally, this specialty orange variety offers 100% of the daily vitamin C intake with just one orange, and it contains key nutrients like folate, fiber, and potassium.

“After the successful launch of the ‘Meet the Pink Orange’ revamp last season, this NBCF partnership felt like a natural next step for growing the cara category,” Cassie Howard, senior director of category management and marketing at Sunkist Growers, said in the release. “Consumers are repeatedly seeking products that support holistic lifestyles, and The Pink Orange is no exception. Sunkist is the preferred brand for caras, with branded cara volume up 35% last year, outpacing private label and nearly all other brands. With this momentum, we are excited to see where this program goes next.”

Sunkist said its partnership with NBCF reflects its broader commitment to promoting health and wellness within the communities it serves. By aligning with NBCF, the cooperative aims to provide essential resources to those affected by breast cancer while encouraging healthy lifestyles through its cara cara oranges, the release said.