It is very similar to the history of California and Arizona. At that time, fruit farmers united to organize Sunkist, with the purpose of developing a stable market for each member's products so that each member can obtain the best return, and to provide high-quality and reasonably priced tangerine fruits and various tangerine fruit processed products to global consumers. The early Sunkist was originally established to protect the livelihood of various fruit farmers. However, because fruit farmers rely on brokers to sell their products, the lack of ethics on the part of brokers has caused great chaos in the supply of fresh fruits.
In order to improve this situation, 60 far-sighted fruit farmers decided in 1893 to no longer rely on agents and sell fresh fruits directly on their own. Such a cooperative business model has opened a bright first page for Sunkist.
Today, Sunkist has become the quality guarantee of fresh orange fruits in the minds of buyers and consumers. Quality control is Sunkist's first rule. Therefore, inspectors patrol every packaging plant every day to ensure that all strict regulations are followed in every process. This program is also one of the main factors in Sunkist's success. The orange fruits required by the fruit market will be processed here to make various juices and peel products. Sunkist has long been a leader in promoting nutrition education. Sunkist was the first advertiser in the United States to propose a study on the nutritional value of vitamin C, and was also the first orange fruit processing manufacturer to produce refrigerated concentrated orange juice with a nutrition label.
The longevity of the Sunkist Orange brand is one of the miracles of the world. SUNKIST GROWERS Inc. is a cooperative organization established as early as 1893 by some dispersed and struggling individual fruit farmers. It now includes 6,500 fruit farmers in California and Arizona. According to 25 regional fruit exchanges and 25 packaging companies, Sunkist Fruit Farming Company is a non-profit organization that can do many things that individual fruit farmers cannot: develop global markets and establish unified brands and Carry out advertising and promotions, intervene in the global transportation system, cultivate multi-faceted research capabilities, and use the power of the government to develop overseas markets to obtain the best selling price returns for fruit grower members. The resounding "trademark" of Sunkist ranks 47th in the world and 43rd in the United States. It is estimated that the intangible assets of this brand are as high as one billion US dollars. This is because Sunkist always strictly controls product quality and regards it as the key to life and death. Sunkist's quality inspectors conduct daily inspections at its packaging plants and wholesale and retail markets to ensure that stipulated quality regulations are strictly followed. All fruits that are submitted by the fruit farmer members but do not meet the standards are processed and the processed products are also entered into the international market.
Lychees are especially cheap this summer. While people were enjoying the sweetness and deliciousness of lychees, farmers who grew lychees lost money due to the vicious competition brought about by the bumper harvest: the price was so low that the lychees were still in their hands and they could not be sold. As my country joins the WTO, individual farmers will face the threat of more brutal competition with large foreign agricultural associations.
When it comes to "Sunkist", many people will immediately think of American navel oranges.
In fact, the navel orange is just one member of the "Sunkist" family. Other members include lemons and grapefruits. In addition to navel oranges, oranges also include Valencia oranges and tangerines. For these fruits, "Sunkist" is a unified trademark, and for producers and sellers, "Sunkist" is a 108-year-old non-profit association. Sunkist Cooperative sells about 80 million boxes of fruit every year. It is one of the top ten supply and marketing cooperatives in the United States and the largest fruit and vegetable cooperative in the world.
More than 6,000 members use one trademark
More than 100 years ago, there were large areas of fruit tree plantations in California and Arizona in the western United States, because they had abundant sunshine, fertile soil, and The days are warm and the nights are cool, which is very suitable for the growth and storage of fruits. However, since everyone produces similar fruits, there is often a backlog of products in good years. In order to compete for the market, everyone competed to lower prices. As a result, "low prices hurt farmers" and no one benefited much.
After many times of "fighting", the fruit farmers began to discuss together. They should not set prices without permission, but should communicate unanimously to the outside world so that everyone can make a profit. As a result, individual fruit farmers voluntarily organized "fruit cooperatives". Today, the cooperative has 300 permanent staff, 500 temporary workers, and more than 6,000 members, covering most of the fruit farmers in California and Arizona. The fruits produced by all members bear the unified "Sunkist" trademark.
As for why it is called "Sunkist", Director Davidson of the cooperative said that the English name of Sunkist "Sunkist" means "sun-kissed it". "Our fruits are exposed to sufficient sunlight, and the surface There is an attractive sheen on the surface that indicates good quality. This name on the one hand encourages our members to grow the best fruit and on the other hand it also shows that the quality of our fruit is indeed great.”