Campaign looks to boost U.S. grape consumption

The newly founded Global Grape Group recently launched its Have a Grape Day campaign in the U.S. to increase awareness and consumption of grapes as the ultimate healthy snack. It will reach millions of consumers nationally through digital media, retail partners, out-of-home placements and point-of-purchase marketing displays.

This effort is an initiative of the Global Grape Group, whose founding members include leading table grape importers from Chile, Peru and Mexico, and that will soon expand to include grape importers from around the world. The group's mission is to design retail alliances and consumer marketing efforts to increase grape consumption and position grapes as the ultimate healthy snack.

“As snacking trends in the United States shift to more natural and health-conscious foods, grapes are a natural and delicious option that works for the entire family, and we are proud to bring them front and center for the US consumer,” said Sergio Lugo, Mexico board member, Global Grape Group.

“Our organization’s goal is for consumers to know that, according to the Cleveland Clinic, as part of a healthy diet, grapes can help them boost their immune system, protect them against heart disease, improve bone health and brain function,” said Manuel Yzaga, Peru board member, Global Grape Group.

Starting with the U.S. market, the Global Grape Group will use marketing, industry partnerships, research and consumer education to elevate the perception of grapes in the U.S. as a strong player in the healthy snack market, ensuring higher demand, market growth and long-term sustainability for grape producers worldwide.

The campaign officially launched at the Femme! 2025, a Women’s History Month event in California. "This event offered the perfect backdrop of the launch of our Have a Grape Day campaign that seeks to connect with health and wellbeing-conscious women, in particular, as they continually look for healthy snack options for them and their families,” said Ignacio Caballero, Chile board member, Global Grape Group.

The Global Grape Group sponsored Femme! 2025, hosting a Have a Grape Day snack break featuring fresh table grapes and offering grape-inspired menu items during exquisite dining experiences throughout the event.