Sumo Citrus wins Marketer of the Year award for its wide mandarin

Posted by AFN Staff Writers on 1st June 2016


The man behind a campaign to promote Sumo Citrus™ has won “2015 Marketer of the Year”.

Sumo Citrus™ is the commercial brand name given to the Dekopon mandarin which first originated in Japan and resembles the shape of a sumo wrestler.

Winner of the award, Matthew Crouch, Freshmax marketing manager, was recognised for his campaign which promoted local Sumo Citrus™ to Australian shoppers.

As part of the campaign he teamed up with the Bully Zero Australia Foundation to create a TV commercial which advertised both the fruit and an anti-bully message.



The campaign also featured a blogger and public recipe competition which generated a significant range of content for the brand at a fraction of the price it would normally cost to build. This was supported by a wide reaching social media campaign.

Fresh Connections is an annual conference for the fresh produce industry. Each year it shortlists 5 finalists from hundreds of submissions and issues the title of “Marketer of the Year”  to the campaign which has best succeeded in its objectives in promoting fresh produce in the past year.

Freshmax Australia is one of the largest full-service fresh fruit marketers in Australia. It focuses on six main categories: apples and pears, stonefruit, citrus, bananas, mangoes and avocados. The company was established in 2006 through the acquisition of three businesses, John Holman & Co, Panda Ranch and Eastfield Orchards.