Sunkist Growers Narrows List

Sunkist Growers, a marketing cooperative of citrus producers in California and Arizona, has narrowed its agency search to four to six shops, sources said.
Finalists vying for the account, worth an estimated $6-8 million, include McCann-Erickson, incumbent Foote, Cone & Belding, both Los Angeles, Deutsch/LA, Marina del Rey, Calif., and Bozell Worldwide, New York. One or two other agencies may be under consideration.
Bozell has experience with agricultural products, counting among its major clients the National Fluid Milk Processor Promotion Board and the National Pork Producers Council. McCann’s San Francisco office handles the California Milk Advisory Board, California Table Grape Commission and Del Monte Foods; its Seattle office handles the Washington Apple Commission.
Presentations were said to be set for this week, with a decision expected later this month. Calls to the client were not returned; the agencies declined to comment.
The cooperative, which saw its budget slashed to almost nothing this year due to a winter freeze, wants to put oranges on better competitive footing with bananas and grapes, a source said. It spent $6 million on media in 1998, per Competitive Media Reporting. –with staff reports