Connection is one of the greatest aspects of the human experience. A handshake, an inside joke, a shared meal—these are experiences that bring people together. In a time when divides seem greater than ever before, cultivating such experiences has become a hallmark of the food industry.
Fresh produce, in particular, has the power to inspire connection. The branches of a citrus tree, for example, serve as the connection between the Earth and the consumer kitchen. It gives us industry operators a unique position in the world; it is a responsibility Kings River Packing does not take lightly.
Enter the grower’s Poppies Mandarin brand. With nature’s help in creating perfectly shareable segments, these Mandarins serve as a symbol of human connection. Walk with me as I hear Michelle Alo, Vice President of Marketing, explain a mission that goes far beyond the brand.
Michelle Alo, Vice President of Marketing, Kings River Packing: Poppies began as a Mandarin label, built on a foundation of high-quality California citrus and generations of growing expertise. For many years, it primarily served as a product identifier in the marketplace. As the Mandarin category matured and consumer expectations evolved, we saw an opportunity to transform Poppies from just a label to a brand that could communicate not just what we grow, but who we are.
Around the same time, we were formalizing a broader company philosophy called Grown to Share. The platform emerged from our mission to honor God by positively impacting the lives of our employees, growers, customers, and community, and from the values that have shaped our company over decades. We wanted a way to articulate how we think about business, relationships, and the role agriculture can play in creating positive impact.
Poppies became the natural first expression of this. Mandarins are inherently shareable: easy to peel, naturally segmented, and often enjoyed together by families and friends. The fruit itself enables the simple acts of generosity and connection that Grown to Share celebrates. Today, Poppies serves as the most visible example of Grown to Share in action through storytelling, retail partnerships, community programs, and consumer engagement initiatives that encourage people to share a little more goodness with one another.
MA: The idea didn’t start with a marketing campaign. It started with the values that have guided our company for decades. Throughout our history, we’ve tried to operate in a way that prioritizes relationships, stewardship, service, and creating value for others, not just for ourselves.
As we began thinking about the future of our brands, we realized an opportunity to put language around something that was already true about our culture. The phrase ‘Grown to Share’ captures the belief that the best things we grow aren’t just citrus. They’re opportunities to serve, connect, support others, and create positive impact.
At the same time, we saw a broader cultural truth emerging. People still crave connection and community, but modern life often makes those moments harder to create. We believed there was an opportunity to celebrate and amplify produce’s role in human connection.
Grown to Share became the intersection of those two ideas: who Kings River Packing has always aspired to be and what consumers are increasingly looking for in the brands they support. It provides a unifying platform for how we think about products, partnerships, retail activations, community engagement, and giving back.
Poppies is the first brand bringing that vision to life in a highly visible way, but the platform itself is bigger than any one campaign or commodity.
MA: The Mandarin category is filled with strong products that often compete on similar attributes such as sweetness, convenience, easy peeling, and family appeal. Grown to Share helps us move the conversation beyond product features to purpose and meaning.
For Poppies specifically, the platform provides a differentiated position rooted in sharing and connection, giving retailers and consumers a reason to engage with the brand that goes beyond price or promotion. It also demonstrates our commitment to investing in brands, retailer partnerships, and community-focused programs that help grow the category in new ways.
In a category where products can look very similar on the shelf, creating emotional relevance becomes increasingly important. Grown to Share gives Kings River and Poppies an ownable space centered on connection, generosity, and community impact while creating tangible value for retailers through shopper engagement, merchandising opportunities, and local activation programs.
"In a category where products can look very similar on the shelf, creating emotional relevance becomes increasingly important."
-Michelle Alo, Vice President or Marketing, Kings River Packing
MA: The Hy-Vee and Brookshire’s activations represent the next evolution of Grown to Share. By bringing the program to life in these retailer partners and their markets during the back-to-school season, we are aligning with a period when families are re-establishing routines, packing lunches, and seeking convenient, healthy snacks.
The retailers are featuring specially marked 3 lb Poppies bags and display bins supporting the You Scan. We Give. program. The campaign combines in-store merchandising, digital media, local outreach, and community impact initiatives. In Brookshire’s markets, the program also includes a volunteer event with the East Texas Food Bank focused on assembling student backpack donations.
MA: Connection is really at the heart of what agriculture has always done. Food brings people together around dinner tables, lunchboxes, celebrations, and everyday moments. As growers, we’re several steps removed from those moments, but they’re ultimately why we do what we do. The fruit we grow becomes part of people’s lives, relationships, and traditions.
We believe citrus has an opportunity to be more than a transaction. It can create moments of generosity, belonging, and connection. That’s the thinking behind Grown to Share. It’s not simply about encouraging someone to buy a bag of Mandarins; it’s about recognizing that something as simple as sharing a piece of fruit can be the start of a conversation, an act of kindness, or a moment of community.
Consumers today are increasingly looking for brands that reflect their values and help them feel connected to something larger than themselves. Produce has always had that potential because it naturally participates in life’s shared moments. Our goal is to celebrate and amplify that role through the brands and programs we create.
So, pick up the phone. Make the drive. Embrace those around you with the support of a thousand suns. And grab a Poppies Mandarin, while you’re at it. 
