FRESNO, CA - Whether it is the constant innovation, industry tradition, or the incredible impact on the state’s communities, there are many reasons why choosing California table grapes is a wise decision at retail. And, with this season’s outlook, there are even more opportunities to promote the fruitful category for the benefit of all. As the California Table Grape Commission shared, while the season has been going strong since late May, a majority of the California crop, roughly 65 percent, ships after September 1 every year.
“This is always an exciting time of year for us,” stated President Kathleen Nave. “As the weather cools, harvest accelerates, more varieties become available, and promotional opportunities expand.”
The fall volume is strategically aligned with a robust global promotion campaign, which, Nave reflected, has retailers throughout the U.S. and in 21 key global markets doubling down on demand-enhancing activities during this period.
“The U.S. remains the largest market, but there is great demand in export markets, and USDA now buys from California until close to Christmas,” Nave stated, detailing the heightened competition for the volume. The commission advises customers to get supply commitments and promotions organized as early as possible.
So what do the numbers tell us as we sit in anticipation? The commission reported that, with an estimate of 92 million 19 lb boxes, promising weather ahead, a crop that is moving into the marketplace in accordance with historic norms, and promotional activity planned in the U.S. and 21 export markets through December, the Golden State’s table grape industry is rocking and rolling as we look through the holiday season and the remainder of the year.
The California table grape harvest has a vast window of advantages, bringing over 80 varieties grown in California with a harvest that will continue well into December, according to a press release.
Nave added that fall and early winter bring great opportunities for retailers to stock California grapes, offering their customers an item their demographics crave. California table grapes provide a great-tasting, healthy option for back-to-school lunches or fall and winter celebrations.
According to Nave, fall is also the time of year when people inside and outside of the California industry begin sharing individual viewpoints on the season, including whether the crop estimate is accurate. Most importantly, Nave advised, is that individual narratives about short crops or the need to import early should be taken with two large grains of salt.
“The industry comes together three times a year to estimate the crop, and it has a decades-long track record of getting it right,” Nave said. “California has a long season, typically harvesting into December. This year is no different.”
The California table grape industry is building momentum as we speak, bringing a respected and valued category to market for customers and consumers across the globe.
