California Table Grape Commission's 2005 marketing plan features a multi-faceted approach
California Table Grape Commission's 2005 marketing plan features a multi-faceted approach
FRESNO, CA -- The California Table Grape Commission's 2005 marketing program consists of many different elements, all designed to help retailers increase their grape category sales.
According to Cindy Plummer, the commission's vice president of domestic marketing, there are several new components to the program this year.
One is a quick reference training guide. While the commission also has more extensive training materials available, the new four-page quick reference guide provides a concise summary of important information regarding grape handling and merchandising.
It also contains a short, useful glossary of grape terms. The entry for "amber" is particularly noteworthy in that it might help clear up some common misconceptions among those who have limited knowledge of table grapes. It states that when normally bright-green grapes have "a golden-yellow hue, it means that "the grapes have been left to ripen longer and, as a result, the grapes are particularly sweet and juicy. Although some people might think that amber color means something's wrong with the grapes, it is in fact a special quality prized by knowledgeable grape lovers.
The quick reference guide also contains a variety chart describing and illustrating 16 major varieties of fresh California grapes.
Another element in the marketing program is display contests. One was held in June. Two more are scheduled -- one for September and a new one this year in December, Ms. Plummer said. "We are getting more and more late-season varieties, so we want to make sure we maintain our share base in December.
The commission distributes an electronic newsletter to retailers every six weeks during the California grape season containing updates on the marketing programs, highlights of category management research and information on varieties currently available.
This year, grapes will be featured as the Weight Watchers "Pick of the Season during July, August and September, and will be featured in Weight Watchers magazine, Ms. Plummer said.
New point-of-purchase materials, including new "Fresh December materials to coordinate with the Fresh December display contest, are available, she said.
(A full report on California grapes appears in the July 18 issue of The Produce News.)
According to Cindy Plummer, the commission's vice president of domestic marketing, there are several new components to the program this year.
One is a quick reference training guide. While the commission also has more extensive training materials available, the new four-page quick reference guide provides a concise summary of important information regarding grape handling and merchandising.
It also contains a short, useful glossary of grape terms. The entry for "amber" is particularly noteworthy in that it might help clear up some common misconceptions among those who have limited knowledge of table grapes. It states that when normally bright-green grapes have "a golden-yellow hue, it means that "the grapes have been left to ripen longer and, as a result, the grapes are particularly sweet and juicy. Although some people might think that amber color means something's wrong with the grapes, it is in fact a special quality prized by knowledgeable grape lovers.
The quick reference guide also contains a variety chart describing and illustrating 16 major varieties of fresh California grapes.
Another element in the marketing program is display contests. One was held in June. Two more are scheduled -- one for September and a new one this year in December, Ms. Plummer said. "We are getting more and more late-season varieties, so we want to make sure we maintain our share base in December.
The commission distributes an electronic newsletter to retailers every six weeks during the California grape season containing updates on the marketing programs, highlights of category management research and information on varieties currently available.
This year, grapes will be featured as the Weight Watchers "Pick of the Season during July, August and September, and will be featured in Weight Watchers magazine, Ms. Plummer said.
New point-of-purchase materials, including new "Fresh December materials to coordinate with the Fresh December display contest, are available, she said.
(A full report on California grapes appears in the July 18 issue of The Produce News.)
