- by Tim Linden | August 19, 2020
The California table grape season is underway and with it, a robust marketing program planned in 20 export markets by the California Table Grape Commission. These 20 markets represented 94.1 percent of exports in 2019-20, according to the commission.
To create interest in-store, grapes from California point of purchase materials, developed by CTGC, are being used in California grape sampling promotions with retail chains, including specially themed holiday promotions such as the Moon Festival in China, Taiwan, and Vietnam. E-commerce and online retailer promotions to motivate consumer purchase are planned in many export markets along with advertising in retailer mailers. Importer and retailer contests will be implemented to incentivize retailer promotion in other countries and encourage volume buys.
In South Korea, the commercials will be shown on digital screens in subway stations, malls and surrounding outdoor areas. Consumers in Australia, New Zealand and the Philippines will see the commercials on social media. In Japan and Taiwan, consumers will see the commercials in-store near the grape display and at retailer-operated digital screens and billboards. California grape ads will run on digital radio stations in Malaysia and Thailand.
California grape shippers told The Produce News in early August that export sales were starting to heat up. Jared Lane, vice president of Grapeman Farms, based in Bakersfield, CA, said several countries along the Pacific Rim and South America are their best export customers. “We are hoping for very good export volume this year,” he said, noting that overseas buyers appear to be especially partial to the newer varieties because they produce larger berries with a high level of sweetness.
Louie Galvan of Fruit Royale Inc., based in Delano, CA, said his brother and partner John Galvan handles the export sales for the company, and, after consulting with him, revealed that during the first week of August those buyers were just beginning to place orders. He echoed the comments of others, stating that it is the large berries they tend to like. He noted that the Scarlet Royal is an excellent export variety currently garnering the interest of their overseas customers. Fruit Royale sells its export volume to Japan, Korea and other Southeast Asia countries, but Galvan said South and Central America are also very good customers.
The Link LonkAugust 19, 2020 at 07:14PM
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California table grapes marketed worldwide - The Produce News
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