Strong start to 2015-16 California table grape season

California table grape growers in the Coachella and San Joaquin valleys saw an early start to harvest for the 2015-16 California grape season. The 2015-16 crop is projected to be slightly larger than that of 2014, at just over 113 million 19-pound boxes.  

For the California Table Grape Commission (commission), a key focus is to create demand for the crop in 25 key export markets beginning in May and running into February. The core promotion work focuses on the trade and on motivating volume movement into each market followed by high impact promotion activities at point of purchase. In-store promotional activities ensure the handling of California grapes at the start of the season and motivate volume movement throughout the season. In addition to work with the trade, consumers are reached via advertising, contests, social media and related activities. In Hong Kong, unique Mid-Autumn Festival themed point-of-purchase materials attract consumers to California grapes, which are promoted in special displays alongside other festival foods. In 2015, promotional activities in China and Hong Kong also include display contests, newspaper advertising, and in-store sampling.

With over 80 varieties grown, California grapes come in three colors – green, red and black – and are available May through January. Buyers have plenty of options to satisfy customer demand and the commission has promotional programs in place to help.