The Coca-Cola Co. has entered into a new licensing agreement that will allow its Minute Maid and Simply brand names to be displayed on fresh fruit in the United States and Japan. This marks the first time that these brands will be featured on fresh fruit in these countries, providing an opportunity for the company to expand its brand recognition in the fresh produce market.
Coca-Cola, a US-based beverage giant, has reached an agreement with Frutura, a fruit supplier in California, to license the use of its Minute Maid and Simply brand names on citrus fruits and grapes sold by Dayka & Hackett. These brands are typically associated with fruit juices and beverages and will now extend their reach to fresh produce.
In 2021, Frutura, a California-based fruit supplier, acquired Dayka & Hackett, another California-based company that primarily supplies retailers in the United States. Despite the acquisition, Tim Dayka, the founder and CEO of Dayka & Hackett, has retained his position as the company’s leader.
As per the licensing agreement, fresh citrus fruits will be marketed in the United States under the Simply Select brand name, while fresh grapes sold in the US will feature the Minute Maid branding. In Japan, both citrus fruits and grapes will be sold under the Minute Maid brand name.
The financial details and benefits of the collaboration were not revealed in a joint statement released to announce the partnership. While the sales are set to begin in the current quarter, a specific date has not been provided yet.
“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,” Kayla Carlucci, Associate Licensing Manager at Coca-Cola, said. “We’re delighted to be in business with Frutura and consider this to be the start of a great relationship.”
Dayka & Hackett was established in 2005 and is a supplier of various citrus fruits such as clementines, lemons, limes, oranges, and mandarins. The company also supplies green, red, and black seedless grapes.
Dayka, who led the negotiations, added, “Partnering with the iconic Coca-Cola Company and their globally-recognised and respected brands is a transformative moment for our company and for Frutura. This will allow us to increase our market penetration in a meaningful way, as these brands resonate so strongly with the discriminating consumer.”
Frutura has a range of other businesses under its umbrella, including TerraFresh Organics in the United States, Frutura Uruguay, Agricole Don Ricardo in Peru, and Subsole in Chile.
The financial results of the parent group are not made public, and Coca-Cola does not provide a revenue breakdown by individual brands. However, the company reported sales of $43 billion and a net profit of $9.5 billion for the year ending December 31st.