True Citrus Passes $2M Sales on Grovara Online Marketplace
True Citrus, a category leader thanks to its array of True Lemon and True Lime drink mixes made from simple, non-GMO ingredients and real citrus and citrus-forward, salt-free seasoning blends, grew total revenues by double digits in 2021. The company grew its international sales over 100 percent during that same period, using Grovara’s proprietary wholesale marketplace along with growth Grovara facilitated in Panama and Peru.
Before working with Grovara, True Citrus saw only sporadic global sales, according to the company. Exporting represented a big opportunity, but international orders come with highly specialized and time-consuming workflows, with each country requiring specialized documents, sales strategies, and market-specific label requirements.
True Citrus interviewed multiple international partners and chose Grovara because of its end-to-end, frictionless technology and vetted international network.
“It made perfect sense to find a trusted international partner with experience in what is a much more complex sale than what we were traditionally handling,” said True Citrus CEO Robert Cuddihy.
Despite the pandemic, True Citrus opened five new overseas markets in the last year on the Grovara marketplace, including Uganda, Rwanda, South Africa, Costa Rica and Puerto Rico. The company’s powdered soft drink products are particularly popular in warmer climates, while the True Citrus unsweetened offerings have achieved widespread popularity, especially in Asia.
True Citrus is an ideal brand for international distribution, according to Grovara. The products are light, making it easy and cost-efficient to transport. They also have a two-year shelf life and are priced competitively for the international market.
Grovara offers 48 True Citrus products, all made from simple, clean ingredients and real citrus, on its online marketplace. In addition to its low-sugar, low-calorie drink mix line and salt-free seasonings, True Citrus also makes a variety of unsweetened citrus wedge replacements, unsweetened juice mixes for foodservice applications and has a line of products for industrial ingredient applications, most under the brand names of True Lemon and True Lime. The company also boasts lines of popular salt-free seasoning shakers and unsweetened juice mixes.
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Oterra Welcomes ‘King of Red Beets’
Oterra, the world’s leading supplier of natural colors with the widest portfolio in the industry, completed the acquisition of Diana Food’s natural food coloring business on Dec. 29.
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Oterra will integrate Diana Food’s business into its portfolio as soon as possible. according to the company. The acquisition, the second in six months since Oterra became a standalone company, further boosts its global footprint, with the addition of two Diana sites: Cossé in France and Holbeach in the United Kingdom – bringing the company’s production site tally to 10.
The acquisition gives Oterra a stepping stone into the lucrative organic colors markets and will allow it to offer customers and market partners a line of USDA and EU organic certified colors that bring vibrant and stable color to various applications. It will also strengthen the company’s backwards integration of red beet.
“Diana Food’s is the king of red beet, having grown them for natural coloring for more than 30 years,” Oterra CEO Odd Erik Hansen said. “Their innovation and expertise will be strong additions to our portfolio. I look forward to not only offering Oterra’s customers a wider portfolio, but also having the opportunity to open the industry’s most comprehensive portfolio up to existing Diana customers.”
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Specialty Food Association Launches Infinite Aisle
The Specialty Food Association (SFA) has launched Infinite Aisle, a new transactional marketplace connecting SFA maker members with distributors and retail buyers. A collaboration with Specialty Food Partners, which facilitates the platform, the member benefit is one of several initiatives launched by the SFA to support members and nurture the growth of the $158.4 billion specialty food industry.
Infinite Aisle is an online platform where retailers order products. Makers receive the orders, print prepaid labels supplied to them, and ship the product directly to stores. Partner distributors facilitate and guarantee the orders without having to take possession of or warehouse the products. The exciting effect is that distributors can now effectively offer an unlimited number of items to their retailer customers.
Makers can promote their products and assign attributes, while retail buyers and distributors can search the platform by product category, subcategory, attributes such as fair trade or gluten-free, or business distinctions such as B Corp, women- or veteran-owned. Buyers seeking local products can also sort makers based on their distance from the store. Post-transaction, products are shipped directly to the retailer at no cost to the maker. Distributors will not have to warehouse products, which allows them to offer an unlimited amount of SFA maker member products to their retail customers. The program has no fees for SFA maker members.
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“With more than 80 percent of the SFA maker members being new, smaller, and scaling brands struggling to attain wide product distribution, the SFA’s new Infinite Aisle program allows their incredible specialty food products be discovered, sourced, and purchased by thousands of new retailers through our distributor partners.” said Leo Squatrito, Vice President, Member Development and Outreach at SFA.
Infinite Aisle is a part of the broad portfolio of member benefits provided by the SFA. Click here to learn more about SFA membership.
