Calif. Table Grape Commission promotes late-season grapes
Calif. Table Grape Commission promotes late-season grapes
The California table grape season begins in May, but more than half the crop is shipped from September forward.
According to the California Table Grape Commission, "Typically 55 percent of the crop is shipped after August 31 of each year. Furthermore, out of 63 commercial varieties of fresh California table grapes, 49 of them are available during the September-through-December time period," including 14 major varieties.
Those varieties include seedless and seeded grapes in the green, red and blue-black categories.
The commission's category management data show that green grape varieties have decreased in volume 6 percent in the United States during the period from 2001 to 2004. In that same period, red grape varieties increased in volume 13.4 percent, and blue-black varieties have increased 86.9 percent.
Annual green grape volume is in the 20 million- to 25 million-package range. Red grape volume is in the 40-million area. Blue-black volume was more than 5 million boxes in 2004 and with new plantings coming into production is likely to be significantly higher again this year.
Based on category management data, the commission recommends that during the late season [September through December], a minimum of four varieties of fresh California grapes should be displayed. Research shows that stocking five and six varieties of grapes every day during the late season will increase average weekly sales. Displaying six varieties of fresh California grapes vs. four can triple both average weekly sales volume and dollars.
The commission also notes that multiple-variety ads produce the best sales results. Research shows that multiple-variety ads deliver significantly stronger lift in both grape category volume and dollar sales than single-variety promotions.
It continues, When advertising two grape varieties, ads can produce a 27 percent category volume lift, three to four items can produce a 48 percent lift and five or more items a 47 percent lift. Five times the varieties (five- plus varieties vs. one) deliver nine times the volume lift and 15 times the dollar lift.
Scheduled for September is a retail display contest to make sure that grapes stay front-and-center in the produce department during the fall change-over, according to Cindy Plummer, the commissions vice president of domestic marketing. It is the second display contest of the year, the first one having taken place in June. To qualify for the September contest, a produce manager or store manager must build a display featuring at least three varieties of California grapes for at least a two-week period during the month of September. The grand prize is an American Express gift certificate for $1,000.
September is also the last month in the Weight Watchers Pick of the Season promotion in which Weight Watchers and the grape commission have teamed up to communicate the message that all fruits and vegetables are not only an important part of a healthy lifestyle but are also great choices when trying to lose weight or maintain a desired weight, according to commission literature.
The Weight Watchers Pick of the Season logo is available for use in grape ads during the promotional time period. Point-of-purchase materials are also available.
September is National Five a Day Month as well, and the commission has created 5 A Day p-o-p materials for retailers to use, Ms. Plummer said.
The commissions billboard consumer advertising campaign continues into fall. Billboards will be up into November, she said.
In December, the commission will have a promotion called Its Fresh December with California Grapes. According to commission literature on the program, research shows that 86 percent of primary grape shoppers prefer California grapes to imported grapes when there is no price differential. Special p-o-p materials and a special logo for California grape ads will be available for use during December.
On the consumer education front, Jim Howard, communications director for the commission, said that a new project goes into place the end of September in partnership with the American Academy of Family Physicians. Were sending out mailings to them talking about the health aspect of grapes, ranging from the simple substitution message (eating grapes instead of less healthy snacks can lead to weight loss) to the health benefits derived from the phytonutrients found in grapes, he said.
The substitution message is a great message [that family physicians] can get to their patients, particularly considering the obesity problem among children, Mr. Howard said. In addition, there has been a lot of research showing a huge potential for help with problems such as heart disease and cancer by adding grapes to the diet.
The commission will be attending the academys annual conference in San Francisco in late September, talking again about these same health messages and will be taking television cameras to the event so that the physicians can talk to the cameras about that message. [We will be] packaging that into a video release which we will then ship out to [television] stations all over the country, Mr. Howard said. He expects to see stations air the message into October. Were not just talking to physicians but having physicians help us talk to the rest of [the population], he said.
(For more on the California fall fruit and grape deal, see the Aug. 29 issue of The Produce News.)
According to the California Table Grape Commission, "Typically 55 percent of the crop is shipped after August 31 of each year. Furthermore, out of 63 commercial varieties of fresh California table grapes, 49 of them are available during the September-through-December time period," including 14 major varieties.
Those varieties include seedless and seeded grapes in the green, red and blue-black categories.
The commission's category management data show that green grape varieties have decreased in volume 6 percent in the United States during the period from 2001 to 2004. In that same period, red grape varieties increased in volume 13.4 percent, and blue-black varieties have increased 86.9 percent.
Annual green grape volume is in the 20 million- to 25 million-package range. Red grape volume is in the 40-million area. Blue-black volume was more than 5 million boxes in 2004 and with new plantings coming into production is likely to be significantly higher again this year.
Based on category management data, the commission recommends that during the late season [September through December], a minimum of four varieties of fresh California grapes should be displayed. Research shows that stocking five and six varieties of grapes every day during the late season will increase average weekly sales. Displaying six varieties of fresh California grapes vs. four can triple both average weekly sales volume and dollars.
The commission also notes that multiple-variety ads produce the best sales results. Research shows that multiple-variety ads deliver significantly stronger lift in both grape category volume and dollar sales than single-variety promotions.
It continues, When advertising two grape varieties, ads can produce a 27 percent category volume lift, three to four items can produce a 48 percent lift and five or more items a 47 percent lift. Five times the varieties (five- plus varieties vs. one) deliver nine times the volume lift and 15 times the dollar lift.
Scheduled for September is a retail display contest to make sure that grapes stay front-and-center in the produce department during the fall change-over, according to Cindy Plummer, the commissions vice president of domestic marketing. It is the second display contest of the year, the first one having taken place in June. To qualify for the September contest, a produce manager or store manager must build a display featuring at least three varieties of California grapes for at least a two-week period during the month of September. The grand prize is an American Express gift certificate for $1,000.
September is also the last month in the Weight Watchers Pick of the Season promotion in which Weight Watchers and the grape commission have teamed up to communicate the message that all fruits and vegetables are not only an important part of a healthy lifestyle but are also great choices when trying to lose weight or maintain a desired weight, according to commission literature.
The Weight Watchers Pick of the Season logo is available for use in grape ads during the promotional time period. Point-of-purchase materials are also available.
September is National Five a Day Month as well, and the commission has created 5 A Day p-o-p materials for retailers to use, Ms. Plummer said.
The commissions billboard consumer advertising campaign continues into fall. Billboards will be up into November, she said.
In December, the commission will have a promotion called Its Fresh December with California Grapes. According to commission literature on the program, research shows that 86 percent of primary grape shoppers prefer California grapes to imported grapes when there is no price differential. Special p-o-p materials and a special logo for California grape ads will be available for use during December.
On the consumer education front, Jim Howard, communications director for the commission, said that a new project goes into place the end of September in partnership with the American Academy of Family Physicians. Were sending out mailings to them talking about the health aspect of grapes, ranging from the simple substitution message (eating grapes instead of less healthy snacks can lead to weight loss) to the health benefits derived from the phytonutrients found in grapes, he said.
The substitution message is a great message [that family physicians] can get to their patients, particularly considering the obesity problem among children, Mr. Howard said. In addition, there has been a lot of research showing a huge potential for help with problems such as heart disease and cancer by adding grapes to the diet.
The commission will be attending the academys annual conference in San Francisco in late September, talking again about these same health messages and will be taking television cameras to the event so that the physicians can talk to the cameras about that message. [We will be] packaging that into a video release which we will then ship out to [television] stations all over the country, Mr. Howard said. He expects to see stations air the message into October. Were not just talking to physicians but having physicians help us talk to the rest of [the population], he said.
(For more on the California fall fruit and grape deal, see the Aug. 29 issue of The Produce News.)
