Cuties

My husband sat at the kitchen table the other night, tossing a Cutie in his hand, and remarked most appreciatively, “These are the perfect size for throwing, aren’t they?”

Um, not exactly what I was thinking.

I have been thinking about the genius behind the reinvention and marketing of those gorgeous little orange baubles called Cuties, aka Clementine or Murcott mandarins (depending on the time in the season).  The hybrid has been in California for about a century, but in 2000, the official Cuties brand was launched.  Brilliant.

My children only know them as Cuties, and whenever they’re in season (which is from November to April), they practically beg to buy a 5lb box anytime we see them at the market.  Could it be the adorable citrus character on the box, happily unzipping her peel (at least I think it’s a she)?  Probably.

I would like to shake the hands of the marketing team who re-branded such a simple fruit into something so desirable, so down-to-earth, so kid-friendly, so gosh-darn-CUTE, that my kids and all their friends who visit just want to dive in and start peeling Cuties and pop the sweet little segments into their mouth.  If you haven’t been eating as many Cuties as we have in our household, you should try some.  According to Cuties, there are a mere 89 days left in the season.

Will other fruit and produce growers take heed?  Perhaps broccoli growers should consider these tactics.  I could really use some help in that department!

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