In a significant move poised to reshape the Florida grapefruit market, IMG Citrus and the Mixon Family have announced a strategic partnership aimed at enhancing the quality and reach of Florida grapefruit.
This collaboration combines the Mixon Family’s expertise in Citrus Under Protective Screen (CUPS) production with IMG Citrus’ nearly 50 years of experience in marketing grapefruit globally.
Together, they aim to create a premium grapefruit platform that serves consumers across North America, Europe, and Asia, bringing renewed excitement to the category.
With more than 850 acres of CUPS production, the partnership is expected to represent over 1.4 million cases of grapefruit, accounting for more than half of Florida’s fresh grapefruit market.
This substantial presence gives retailers confidence in the scalability and reliability of this initiative.
- IMG Citrus and Mixon Family form strategic partnership for Florida grapefruit.
- Partnership aims to enhance quality and global reach of grapefruit.
- Represents over 1.4 million cases, over 50% of Florida’s market.
- Focus on reviving flavor and juiciness to meet consumer demands.
- Aligns innovation and values for sustainable growth in grapefruit market.
Keith Mixon, co-leader of the Mixon Family, emphasizes the opportunity to revive the renowned flavor and juiciness of Florida grapefruit, now backed by the consistency and operational scale necessary to meet modern consumer demands.
IMG Citrus brings a wealth of experience in areas such as packing, logistics, and customer support, providing the operational framework to expand a differentiated grapefruit program across retail and foodservice channels.
According to Sydney Allison, VP of Sales at IMG Citrus, the program has been trialed in select markets, yielding results that highlight its potential to deliver dependable quality and a more consistent shopping experience.
Retailers are recognizing this as a unique opportunity to invigorate the grapefruit category, attracting both existing and new consumers with its distinctive flavor and story.
This partnership reflects a long-term investment by two multigenerational Florida agricultural families, committed to shaping the future of Florida citrus.
Melanie Ressler, Co-CEO of IMG Citrus, notes that the timing is ideal for this renewed investment, as consumers increasingly seek flavorful, healthy produce and retailers look for programs that drive growth.
By aligning innovation with shared values, this collaboration aims to create a meaningful impact on the market and ensure the long-term sustainability of Florida grapefruit.
