Paramount Citrus and Sun Pacific end Cuties partnership
The company announced Monday that it is ending its nearly decade-long partnership this summer with fellow citrus grower Sun Pacific in Exeter. As part of the breakup, Sun Pacific has acquired the Cuties trademark for an undisclosed sum.
The dissolution should come as no surprise to those in the citrus industry. Paramount and Sun Pacific are the two largest growers of mandarin and clementine varieties in the state.
Along with Fowler Packing, the trio has invested millions in developing the market for the Cuties brand. Paramount and Fowler Packing alone grow, process and market more than 60% of the nation's mandarin crop.
The farming companies have been so successful in developing the Cuties brand that the name has become nearly synonymous with mandarin fruit.
But last year the relationship between Paramount and Sun Pacific began to sour when Paramount sued Califa Farms, a subsidiary of Sun Pacific, over use of the Cuties name on citrus products such as juice.
Al Bates, general manager of Sun Pacific, said the companies had different visions of the brand and how it should be used. Over the last several weeks, the two citrus giants negotiated a deal over the name that Sun Pacific fully intends to use.
"The Cuties name is worth a tremendous amount of money and market exposure," Bates said. "And I think we both got a good deal."
Paramount Citrus president David Krause said company will bring its mandarin fruit under the Wonderful brand of other products, including pistachios, almonds and POM Wonderful.
Paramount's mandarins will be available under its new name this November.
Source: fresnobee.com