“California produces over 80 varieties of table grapes in three different colors, each with its own unique taste, texture, size and shape, thus offering something unique and special for all kinds of consumer preference,” said Kathleen Nave, president of the commission.“The campaign motivates shoppers to purchase California grapes as a healthy snack with a focus on holidays, celebrations and/or gift-giving,” Nave said. “Happy, Healthy Grapes from California includes three focus areas: share focuses on ways to share grapes on holidays and celebrations; snack focuses on myriad ways to snack on grapes; and add focuses on adding California grapes to recipes as a signature ingredient.”
In store, the commission recommends several steps retailers can take to increase lift in volume and sales.
“Targeting a 30-40 square foot display area for grapes can lift volume and sales,” Nave said. “Creating secondary display locations can drive a 12 percent lift in grape dollars and a 16 percent lift in grape volume. Placing grape displays at the front of the produce department increases visibility and adding a refrigerated grape display allows for increased shelf life.”
The commission is focused communicating ways to enhance the competitiveness of the California table grape industry.
The commission has made recommendations to the USDA on areas that can increase table grape competitiveness.
“These include establishing a domestic promotion program molded after the successful Market Assess Program; increasing the annual financial commitment for the federal purchase of fruits and vegetables to distribute to those who are food insecure; and fostering research, innovation, the establishment of a federal fund for mechanization research and the development of a grant program to help growers adopt new technology,” Nave said.
