FRESNO, CA - There are two compelling reasons to look forward to October: the annual IFPA Global Produce & Floral Show and a prime selling season for California table grapes. From flavor and eating experience to health benefits and an extension of the summer, table grapes offer much for retailers and foodservice operators to look forward to throughout the autumn and holiday season.
“With the arrival of fall, Grapes from California remain in season, in demand, and available to continue being included in retail promotions as they delight consumers throughout the U.S. and export markets around the world,” Ian LeMay, President, California Table Grape Commission, shares with me. “What sets the California table grape program apart is the breadth and depth of support behind the product. No other grape origin provides this level of retail and consumer marketing support in the U.S. On behalf of California growers, the commission invests in helping retailers sell more grapes through the grape industry’s most comprehensive retail support program.”
Carrying the tools of the trade for retailers, CTGC brings consumer research and actionable insights, promotion funding, marketing materials, an in-depth program for retail dietitians and wellness teams, and a broad library of recipes, photography, video, and other marketing assets.
To round out the robust program, the commission also invests in consumer marketing that drives shoppers to stores and gives them more reasons to purchase California grapes more often, including influencer partnerships that showcase recipes, snack ideas and new ways to enjoy grapes.
“All the work comes together under the newly launched Lunchbox League campaign, reinforcing that California is where tasty fuels healthy, and healthy makes happy. The commission is also finding new ways to put California grapes into the cultural conversation,” Ian reveals. “California grapes are the Official Grape of the Los Angeles Rams, both domestically and in Australia, with Rams wide receiver Davante Adams helping bring California grapes and California origin to consumers in a fresh, highly visible way. It’s a comprehensive approach, from consumer insight to retail execution to demand-building, all focused on helping retailers move more California grapes.’’
Thriving in today’s fresh produce industry requires the strategies, the wisdom, and the tenacity to ride the waves of dynamic change coursing through the marketplace. Changing weather and trade relations are only a few of the challenges the industry works through season after season, so dynamic environments call for dynamic programs that can lean into activities that work to promote Grapes from California and move volume.
“Whether listening to retail partners on what moves volume or working with influencers to reach new audiences, the commission fosters collaboration and relationships to promote Grapes from California in any environment,” Ian continues.
The California Table Grape Commission’s global marketing team will be at the show, along with several of the organization's in-market representatives from key export markets. Besides a great opportunity to discuss holiday selling potential, the commission will be helping the industry get an early start on 2027 planning.
Introducing a completely new booth this year, along with an appearance by Captain Cluster from the Lunchbox League, the team at booth #2473 looks forward to partnering for a more successful table grape category.
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California Table Grape Commission
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