In this episode, hosts Dewald Kirsten and Louise Brodie speak with Nicci Stewart, Specialist Marketing Strategist at Stardust, about one of the most ambitious citrus marketing campaigns in recent years: repositioning South Africa’s Star Ruby grapefruit for success in European markets under the new “Summer Star Ruby” brand.

Nicci shares the behind-the-scenes strategy that is turning a declining global grapefruit market into an exciting opportunity—starting with Germany. From developing a new identity and logo to navigating perceptions around bitterness and health risks, Nicci explains how collaborative marketing, influencer science, and category-wide branding are reshaping the future for South African grapefruit exports.She also dives into how Star Ruby is being positioned as a lifestyle fruit for summer cocktails, salads, and leisure—not just a health remedy. The discussion includes insights into marketing psychology, consumer behavior, and the challenges of aligning industry-wide strategy with growers’ expectations.

Key Takeaways:

•South Africa’s grapefruit growers are uniting behind a single brand: Summer Star Ruby

•The campaign positions grapefruit as a vibrant, sweet, and tangy summer lifestyle product—not a bitter health food

•Germany was strategically chosen as the campaign launchpad based on health awareness and market readiness

•Influencer strategy focuses on micro- and nano-influencers with high engagement, not mass reach

•Marketing grapefruit requires consistency, storytelling, and category-wide collaboration to shift perceptions

🎧 Whether you're in citrus, branding, or just curious about the future of fruit marketing—this is a must-listen.

Connect with Nicci on LinkedIn: https://www.linkedin.com/in/niccistewart/

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