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Article: Citrus growers loosen up with `Scurvy Boy' aimed at Gen-Xers.(Business Times)(The Browser)
- Article from:
- The Washington Times (Washington, DC)
- Article date:
- February 16, 1998
- Author:
CopyrightCOPYRIGHT 1998 News World Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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For the over 6,500 individuals in the Sunkist Growers cooperative, Scurvy Boy - their Internet icon - is far from a lemon. When Sunkist launched Scurvy Boy's Just One web site (http://www.just1.com) early last year, it represented a radical marketing approach for this conservative group.
"Historically we have marketed our citrus products in a traditional manner," said Gee Winands, advertising manager for Sunkist Growers, in a reference to pitches that emphasized quality and wholesomeness.
"The Scurvy Boy Web site was, and still is, something I am always cautious of when I present it," Miss Winands said. "I need to remind everyone that the site is ...