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Mulholland trademarked the brand name “Delite” and bestowed it on his crops. Murcott Afourer” – a marketer’s nightmare. But there was one problem: The tastebud-friendly fruit already had an ungainly official name “W. So he fatefully decided to devote his entire farm to this new miracle citrus. He learned to his amazement that the variety was grown only in Morocco, but would soon become available in California. Mullholland is a Central Valley citrus farmer who in the early ’90s stumbled across an outlandishly sweet type of easy-to-peel tangerine that was nonetheless seedless – the holy grail for tangerine growers. “The concept of ‘branding’ tangerines was pioneered by Tom Mullholland,” says Ayala. An acre of seedless mandarins is now much more profitable than an acre of any other citrus.īut dethroning Big Orange took something more: an awareness of how customers behave.
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So tangerine growers gave shoppers what they wanted: New seedless varieties have created a 21st-century tangerine gold rush. It’s pure economics: A 2005 study revealed that customers would be willing to pay up to four times as much for a seedless tangerine as they would for one of the old-fashioned seedy varieties. It’s not that farmers have an eccentric personal phobia of seeds. Citrus researchers have been hard at work for decades in a quest for seedlessness. The natural plethora of seeds in most varieties made tangerines more problematic than the seedless and effortless navel orange. So tangerine growers gave shoppers what they wanted: new seedless varieties have created a 21st-century tangerine gold rush.
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