California table grapes backed by retail programs in the U.S., abroad
California table grapes backed by retail programs in the U.S., abroad
The California Table Grape Commission in Fresno, CA, provides retailers with a suite of opportunities to drive demand for California table grapes, which are available May through December.
In-store signage, communications with retail digital promotion teams, programs for retail dietitians and other targeted opportunities are also supported with direct-to-consumer messaging about California table grapes via online and print media as well as social media.
“We do all this not only domestically, but also with our international retail partners,” said Ian LeMay, president and CEO of the California Table Grape Commission. “We’re lucky that our retail partners already do a lot of work to make sure their shoppers know that grapes are available, and we want to ensure they’re ‘plussing-up’ and that California grapes are on the shelf.”
LeMay said the organization’s primary focus is to align its programs to fit retailers’ needs. For example, retail ad/promotion budgets have shifted from print, television and other media to digital formats.
“We’ve seen a significant transition over the last five years to a heavy emphasis on digital, so the commission’s work has significantly transitioned to that digital space as well,” he said.
The commission funds research in support of nutritional and health benefits of California grapes and makes it available to retail dieticians.
“We work to make sure that for those stores that communicate healthy eating habits to their consumers, that they have the information on health benefits of consuming California table grapes as front and center,” LeMay said. “We do that not only domestically, but with our international retail partners as well.”
The commission has more than 25 years of research into health benefits of grapes, and there are plans to publish the second edition of a compilation of the research, LeMay said. The first edition came out in 2016.
“It’s a fantastic fruit to have in your normal diet,” he said. “What is an additional plus is not only the health benefits that come with grapes, but here in California we operate under stringent regulatory programs that should give consumers even more confidence in the California table grape is grown and how it’s delivered to kitchens all over the U.S. and the world.”
The commission also has tools for foodservice operators.
“We don’t have a large foodservice program, but if there’s an entity that’s interested in working with us, we are prepared to do so, of course,” LeMay said. “In our grower-shipper community, there’s a number of them who do focus a portion of their business portfolio on foodservice. But it’s not everyone in the industry.”
About 30 percent of California table grapes are exported to other countries, according to the commission. The top markets are Canada, Mexico, Taiwan, Australia and Japan. Canada and Mexico are currently tariff free, due to the U.S-Mexico-Canada Agreement (USMCA) established in President Donald Trump’s first term. Taiwan has a tariff that predates the Trump administration’s multi-country tariff plan.
In late June, Trump suspended trade talks with Canadian officials in protest of a Digital Service Tax that would have imposed a 3 percent levy on U.S. technology companies. Within two days, talks resumed, after Canadian Prime Minister Mark Carney dropped the tax.
“It’s our priority here at the California Table Grape Commission that we retain a strong relationship with Canada and the ability to take our product to the Canadian consumers,” LeMay said. “We’re hoping cooler heads prevail and that we don’t have any market disruptions, but it’s a bit of a wait-and-see situation right now.”
