Market Minute: Grape volume kicking in for big sales promotions

Grapes are one of the top fruits shoppers seek out. In fact 65 percent of customers plan to buy grapes when entering the produce department, especially if they are advertised on a promotion.

More than half of the shoppers say the quality of grapes is more important to them than price, but promotional ads can generate four to five times the sales volume when the displays are set on end cap fixtures or at the store entrance.

Grape varieties on a special promotion can make up an exciting display theme; however, green and red seedless grapes are the majority of the sales drivers.

Grapes are currently supplied by Peru, and arrivals from Chile are increasing. The Peru supply of red seedless is heavy on a light demand with a steady market. Red seedless grapes are also heavy on supply out of Chile while green seedless are lighter. Demand is light on the reds with a steady market.

The import grape supply is steadily increasing, and the volume will pick up during March with attractive pricing to stir aggressive promotions.

Merchandising grapes takes extra care when stocking product on displays. Don't stack bagged grapes more than two high to prevent damage that will cause shrink. Grapes will have a better shelf life in a refrigerated case before shrink occurs. If you display them on an end cap, make sure to check them often and keep them neat.

As the imported grape volume begins to increase, talk to your suppliers for promotional discount pricing. Advertise grapes often for some powerful sales.

Ron Pelger is a produce industry adviser and industry writer. He can be contacted at 775/843-2394 or by e-mail at [email protected].