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A Tastier Orange On The Way

A tastier California navel orange will hit the market this season, thanks to seven years of
consumer research that has resulted in the all‐new California StandardTM. The California StandardTM is the new standard by which all California navels will be measured, in an effort to ensure a better navel orange eating experience and better sales  results. Previously, California navels were required to meet a ratio measurement, which the industry has now shown to be an ineffective predictor of eating quality.

The new California StandardTM instead measures the balance between brix (sweetness) and acidity, which is a superior indicator of sweetness and taste. Through field testing, it is anticipated that The California StandardTM will significantly improve eating quality and sales, without impacting availability.
“We realized that we needed to strengthen our position in the marketplace and pay as much attention to the inside of the fruit as we have to the outside,” noted Joel Nelsen, president of California Citrus Mutual. “We, as an industry, took it upon ourselves to do the research, and find a solution that will benefit the grower and the consumer. The  California StandardTM is that solution.” The California StandardTM is the result of consumer research conducted by California Citrus Mutual, the California Citrus Research Board, the University of California and USDA/Agricultural Research Service. The taste studies concluded that Brix minus Acid is a better predictor of flavor than the previous sugar‐to‐acid ratios. The new Standard was recommended by the California Citrus Mutual, supported by the citrus industry and ultimately adopted into regulation by the California Department of Food and Agriculture.
For California Citrus Mutual board chairman Tom Wollenman, The California StandardTM means that “consumers will receive a product early in the season that has a higher level of flavor acceptability. A better indicator of good flavor is the essence of the Standard.”
Consumer‐based research documented several key points that led to the  development and adoption of The California StandardTM.
• Competition in the produce aisle has increased and fresh orange consumption has dropped
• Early season navels tend to have low customer satisfaction • A positive eating experience would cause 65% of consumers to eat more navelsTM
• The California Standard replaces 35% of less‐tasty fruit with fruit that meets onsumer expectations
• The California StandardTM exhibits a 90%+ accuracy in determining purchase intent. “With The California StandardTM we can deliver good fruit at the first delivery, to shorten he repurchase cycle and improve sales,” Nelsen concluded. “It’s all about better fruit at the right time.”

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