Sun-Maid Plans Brand Expansion
Sun-Maid, the iconic raisin brand, has appointed Earthbound Brands as its exclusive licensing agency. The move is designed to strategically expand the farmer-owned cooperative's brand into new food, beverage, and lifestyle product categories.
This expansion is a significant move for a company with a 114-year history. Sun-Maid Growers of California is a cooperative owned by approximately 850 family farmers in the Central Valley of California. The company was formed in 1912 as the California Associated Raisin Company to stabilize prices and pool advertising resources for raisin growers. The iconic "Sun-Maid Girl" logo, featuring Lorraine Collett Petersen, was introduced in 1915 and has become one of the most recognized trademarks in the U.S. The original bonnet worn by Petersen for the logo is now housed in the Smithsonian Institution. Over the years, the brand's advertising has included illustrations by Norman Rockwell and photos by Ansel Adams. While raisins remain its core product, with over 200 million pounds produced annually, Sun-Maid has expanded its offerings to include a variety of other dried fruits like apricots, figs, and prunes. The company has also introduced new products like yogurt-covered raisins and sour raisin snacks to appeal to modern consumers. This licensing push follows Sun-Maid's first-ever acquisition in its long history. In 2021, the cooperative purchased Plum Organics, a popular brand of organic baby food and kids' snacks, from the Campbell Soup Company. That move was aimed at reaching families and younger consumers. The new partnership with Earthbound Brands signals a broader ambition. Earthbound has a track record of extending major brands into new product lines. For example, they helped expand the Girl Scouts brand into new categories, generating over $500 million in retail sales in the first three years. Earthbound has also orchestrated licensing deals for other major food and beverage brands, including Newman's Own, extending its reach into new grocery categories and lifestyle products like home and pet. Their strategy often involves creating co-branded products and collaborations, as seen in their work with brands like WD-40 and Hallmark. This suggests Sun-Maid's expansion could go far beyond the snack aisle.
