Frutura to Use Minute Maid™ and Simply™ Brands on Fresh Fruit
-April 29,2023-
Reedley-based Frutura, the global sales and marketing network designed to supply international customers with high-quality fruit 365 days a year, has signed a licensing agreement with The Coca-Cola Company. This is the first time The Coca-Cola Company has licensed one of their brands for use within the fresh produce category.
The deal allows Frutura to use Minute Maid and Simply brands.The label will be exclusively deployed by Frutura’s Dayka & Hackett LLC. The Simply brand is entering the produce category as 
Simply Select™. Founded in 2005, Dayka & Hackett (D&H) is a California-based grower, packer and distributor of premium fruit.
Initially:
•Simply Select will be used on D&H fresh citrus in the United States;
•Minute Maid will be used on D&H grapes in the United States, and:
•Minute Maid will be used on D&H fresh citrus and grapes in Japan.
D&H affiliates in the Central Valley include Kozi Farming, Alta Vista Packing ,Kool Kountry,Fresh Select and FreshPac LLC,
“Our company is committed to serving the consumer with superior products at every part of their day,” said Kayla Carlucci, Associate Licensing Manager with The Coca-Cola Company. “When we consider licensing one of our brands, the quality of the product that will bear our name is paramount as is the quality control the licensee exercises at every step along the supply chain. We’re delighted to be in business with Frutura and consider this to be the start of a great relationship.”
D&H has substantially enhanced their citrus program with areas of excellence in clementines, lemons, limes, oranges and mandarins. Similarly, D&H’s expansive table grape offerings feature the most desired varietals across green, red and black seedless grape categories. Products bearing Coca-Cola’s Minute Maid and Simply Select imagery will be integrated with D&H’s existing brand portfolio and will begin appearing at retail in the 2nd quarter of 2023.
“Partnering with the iconic Coca-Cola Company, and their globally recognized and respected brands, is a transformative moment for our company and for Frutura,” said Tim Dayka, CEO of Dayka & Hackett, who crafted the licensing agreement on Frutura’s behalf. “This will allow us to increase our market penetration in a meaningful way, as these brands resonate so strongly with the discriminating consumer.”
Parent firm Frutura Produce is led by David Krause, CEO – formerly hired by Stewart Resnick as COO of his $150 million citrus business at The Wonderful Company where he worked for 20 years as part of the team that grew Wonderful’s citrus operation to just north of a billion dollars, he remarks.