CALIFORNIA - Retailers looking for a product to promote that will draw consumers into stores and lead to larger basket rings should prioritize California grapes. So said Nick Nakashian, Director of Content Development with the California Table Grape Commission, who shared that as the California table grape harvest reaches its peak, there is much for retailers to promote and consumers to enjoy.
“Fall and early winter are optimal times for retailers to promote California table grapes. Not only is there ample volume to support demand and many varieties for retailers to offer, but there are many reasons for consumers to make repeat purchases,” commented Nakashian. “The fact that according to data collected by Circana, the average shopping basket value of a grape consumer is nearly $100 provides additional retail incentive.”
One aspect of table grapes that attracts consumers is the diversity of choices available. There are over 80 varieties of California table grapes, a majority of which are available now through the holidays. Each variety brings its unique color, flavor, shape, and size, creating an opportunity to engage and excite consumers.
The California Table Grape Commission also noted that increasing the number of varieties offered from three or four to six or more drives a 38 percent lift in grape dollars and a 40 percent lift in grape volume.
“And with numerous ways for consumers to share, prepare, and enjoy California grapes, there are as many opportunities for retailers to promote them for the upcoming fall and holiday celebrations—from now all the way to Christmas,” Nakashian continued.
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