The purchase and consumption of avocados during the week of the last Super Bowl are conservatively estimated to be in the millions. What made the popular fruit so attractive and available for such incredible demand? The answer lies in a variety of marketing strategies, by scores of marketing execs in fresh produce over the past few decades.

Fruit Royale Inc. has been active in the production of premium table grapes in the San Joaquin Valley since 2004, working directly with its contracted growers on all aspects of fruit production—growing, packing, cooling, storing, logistics and sales.

California table grape growers have long sought innovative ways to grow a healthy product in a fruitful and efficient manner. Since 1972 the industry has funded viticulture research projects ranging from the development of new varieties to establishment of best cultural practices to the evaluation of pest management processes.

That’s where the California Grape Commission comes in. All of the commission’s work is about creating opportunity for California table grape growers to grow, pick, pack, ship and market a crop as efficiently and economically advantageously as possible.

Paper, Pulp and Film, a family-owned-and-operated paper converting business, is focused on sustainable boxes.

The independent company offers multiple solutions as it relates to paper boxes for retail fruits and vegetables. The company works with its customers to discover win/win opportunities and to provide the grower, shipper or packer with custom solutions for the clamshell replacement packaging.

In 2023, the California total table grape crop was valued at $2.3 billion, making table grapes one of the most valued crops in the state. However, the California table grape industry is not only important to the state, but it is important to the rest of the country as well because California table grapes represent 99 percent of domestically grown table grapes.

That’s why the California Table Grape Commission is such an important entity.

Top Brass, a grower, packer and shipper of fresh California grapes and potatoes, will see some changes coming to leadership. At the end of 2024, Brett Dixon, president of Top Brass will be retiring from the company.