Over the past five years, South Africa’s Sweet C® mandarin brand has gained strong traction, particularly in China and Southeast Asia. In a recent development, Sweet C’s brand owners have licensed one of their trusted and experienced Chinese partners, to pack and export counter-season mandarins from China to key regional markets, including Vietnam, Malaysia, Indonesia, and Thailand—under the Sweet C® label.
This strategic move marks a significant milestone: Sweet C® mandarins will now be available close to 12 months of the year, a rare and valuable achievement for any seasonal fresh produce brand. The carefully selected receivers of the counter-season supply are long-standing partners who typically receive fruit from South Africa. With this expanded model, they now enjoy a consistent 12-month shelf presence, keeping the Sweet C® brand top of mind for consumers.
Notably, Thailand’s inclusion is particularly significant, as the market is not yet open to soft citrus imports from South Africa—giving Sweet C® a unique first-mover advantage in this region.
Sweet C® is part of the successful House of Brands portfolio, owned and managed by ClemenGold International. Despite the geographical expansion, brand custodians continue to maintain strict oversight of quality standards to ensure a consistently excellent eating experience across all markets.
While Sweet C® initially entered wholesale markets, recent strategic marketing investments have propelled the brand into the retail space, where it enjoys growing consumer recognition. Its bold blue brand colour and striking in-store campaigns have helped establish a memorable identity in crowded retail environments.
“For fresh produce to succeed globally, the key is differentiation—standing out and being remembered,” says Adéle Ackermann, Marketing Manager at ClemenGold International. “We don’t believe commodity trading and seasonal price wars are the answer. Our strategy focuses on consistent supply of mandarins with exceptional internal qualities, supported by strong branding and creative marketing.”
Similar counter-season supply agreements are also in place with Moroccan growers, ensuring year-round availability of Sweet C® mandarins in the UK, Ireland, Mauritius, and the Middle East.
For more information, email Sweet C® at info@sweetc.co.za.