California grape exports reached record volume in 2012
California grape exports reached record volume in 2012
Exports of California table grapes in 2012 reached a record 358,370 metric tons (41,582,237 19-pound box equivalents), according to a written statement The Produce News received July 12 from the international marketing team at the California Table Grape Commission.
According to U.S. Department of Agriculture data, Canada is the leading export market for California grapes, taking 11.1 million boxes (19-pound equivalents) in 2012, followed by China/Hong Kong at 5.1 million boxes, Mexico at 4.7 million boxes, Indonesia at 2.7 million boxes and the Philippines at 2.2 million boxes, according to the statement.
“Major export markets in Asia and Oceania in which the industry saw significant increases in 2012 over the prior year include Australia, Malaysia, Japan, South Korea, the Philippines and Taiwan,” the statement said.
With in-country representatives of the California Table Grape Commission actively marketing in 25 countries, the commission’s international program focus is to work with retail chains to display and promote grapes from California.
Colombia was added this year to the commission’s list of countries for promotional activities.
Promotional activities in international markets “include California grape display contests, in-store sampling demonstrations and in-store chef events.”
“All activities are aimed to increase consumer education and to motivate purchase of California grapes.”
Point-of-sale materials “remains popular in most international markets and works to educate consumers on the benefit of eating fresh grapes.”
New holiday-themed point-of-sales materials designed to motivate retail in-store participation and consumer purchase include the Mid-Autumn festival in China, Hong Kong, Vietnam and Taiwan and the Diwali, or Festival of Lights in India.
A foodservice program has been implemented in the Philippines “designed to increase California grape volume by featuring new California grape menu items in chain restaurant locations,” the statement continued.
The commission will be participating in international trade shows “to meet with retail contacts for late-season promotional opportunities,” according to the statement. Those shows will include Asia fruit Logtistica, Moscow Food Show and, in the United States, the Produce Marketing Association expo.
