New grape research spurs spring rush
New grape research spurs spring rush
The latest version of the Sonora Spring Grape industry's exclusive GrapeTRAX category trend study was discussed at a meeting of about 70 growers and shippers in Hermosillo, Mexico, the first week in April. Hosted by the Sonora Grape Growers Association (AALPUM) in partnership with its Nogales, AZ-based distributor members of the Fresh Produce Association of the Americas, this was the second year the industry has reunited prior to the season.
The objective was to review important market, crop and promotional program highlights for what is expected to be a good year for spring grapes.
Some important findings from recent consumer research the industry is taking on the road via its merchandisers include the following:
? The 2003-04 season was generally known for declined consumption for most top-selling fruits and vegetables, yet grape consumers professed ongoing loyalty to the fruit. About 89 percent of U.S. respondents claimed that they ate the same or more grapes compared to one year ago.
? In an era in which "grab n? go? and "grazing? are the food industry buzzwords, grapes represent the "fast food? of produce, with 82 percent of consumers eating them as a snack compared to those who snack on apples (77 percent) and oranges (69 percent).
? While traditional supermarkets lament lost share to alternative channels, grapes rank highest among the top-selling fruits to be purchased mostly in regular chains. At 63 percent supermarket penetration, grapes were six points ahead of apples and three ahead of bananas, which is the number one fruit.
?We reinforce to our regular chain customers concerned about losing market share that grapes are truly a driver for their department, and that having good displays and promotions helps ensure customers won?t go elsewhere," noted Veronica Kraushaar of Vanguard Marketing Strategies LLC, who managed the on-line study based on a research panel accessed by more than 4 million Americans.
This study is merely one of the marketing strategies being employed by the Sonora Spring Grape industry to promote its season, which is slated to begin early in May with solid shipments of Perlettes. Other activities include retailer tours of grape growing regions, consumer-affairs health information programs, ethnic segment marketing and trade advertising and support.
AALPUM is headed by Fresno State University graduate and long-time Hermosillo grape producer Juan Alberto Laborin Gomez. Members ship over 20 million boxes during May and June, which are mostly exported to North America, Europe and Asia. Sonora Spring Grapes is today the leading early-season grape industry in the United States, with annual volume between 13 million and 15 million boxes.
The objective was to review important market, crop and promotional program highlights for what is expected to be a good year for spring grapes.
Some important findings from recent consumer research the industry is taking on the road via its merchandisers include the following:
? The 2003-04 season was generally known for declined consumption for most top-selling fruits and vegetables, yet grape consumers professed ongoing loyalty to the fruit. About 89 percent of U.S. respondents claimed that they ate the same or more grapes compared to one year ago.
? In an era in which "grab n? go? and "grazing? are the food industry buzzwords, grapes represent the "fast food? of produce, with 82 percent of consumers eating them as a snack compared to those who snack on apples (77 percent) and oranges (69 percent).
? While traditional supermarkets lament lost share to alternative channels, grapes rank highest among the top-selling fruits to be purchased mostly in regular chains. At 63 percent supermarket penetration, grapes were six points ahead of apples and three ahead of bananas, which is the number one fruit.
?We reinforce to our regular chain customers concerned about losing market share that grapes are truly a driver for their department, and that having good displays and promotions helps ensure customers won?t go elsewhere," noted Veronica Kraushaar of Vanguard Marketing Strategies LLC, who managed the on-line study based on a research panel accessed by more than 4 million Americans.
This study is merely one of the marketing strategies being employed by the Sonora Spring Grape industry to promote its season, which is slated to begin early in May with solid shipments of Perlettes. Other activities include retailer tours of grape growing regions, consumer-affairs health information programs, ethnic segment marketing and trade advertising and support.
AALPUM is headed by Fresno State University graduate and long-time Hermosillo grape producer Juan Alberto Laborin Gomez. Members ship over 20 million boxes during May and June, which are mostly exported to North America, Europe and Asia. Sonora Spring Grapes is today the leading early-season grape industry in the United States, with annual volume between 13 million and 15 million boxes.
