The Giumarra Companies Expands Mystic Grape Program for Mexican Season
- by Chandler James
LOS ANGELES, CA - In a first-ever move for this popular table grape portfolio, the Mystic-branded grape line is being expanded to include more than just Chilean and Peruvian red, green, and black seedless premium varieties. The Giumarra Companies’ exclusive line now includes grapes grown in Mexico by Sonora, Mexico-based Videxport as well.
“We are evolving our Mystic line to offer customers the continuity of a high-quality, trusted brand identity for all grape seasons, and we are excited to add our flavorful Mexican fruit to the program,” said Fernando Soberanes, Director of Long Beach Operations. “Our goal is to deliver a superb eating experience to consumers throughout the season.”
Starting in late May—a key timeframe for seasonal fruit in the produce department—Giumarra will have promotable volumes on all three Mystic grape colors, which include varieties like Mystic Treat® red seedless grapes, Mystic Sweet® green seedless grapes, and Mystic Pearl® black seedless grapes.
According to a press release, Mystic grapes are packed by special order and are available in the flagship 2-lb clamshell and 3-lb and 4-lb clamshells. Earlier this year, Giumarra changed its original 8/2-lb case to a 10/2-lb case and was met with great success from retail customers.
“We foresee clamshells of all sizes becoming increasingly important in the grape category given the current retail environment surrounding the COVID-19 crisis,” said Kellee Harris, Western Region Business Director. “Clamshell packaging connotes quality and because it is a sealed pack, dissuades shoppers from touching the fruit prior to purchase. Clamshells also work well when merchandised next to bagged grapes, providing consumers with more options to ensure grapes are in the shopping cart at checkout.”
Giumarra’s new spring grape grower, Videxport, is a Fair Trade Certified™ by Fair Trade USA grower who works to meet rigorous social, environmental, and economic standards. As a result, Giumarra can offer retail customers a Fair Trade Certified program on any of its grapes grown by Videxport.
“At a time when consumers are seeking to band together and make a difference, Fair Trade offers an opportunity to support our essential harvesters and packers in Mexico with a nominal product premium that is returned directly to a community development fund managed by farm workers,” continued Harris.
Giumarra's Mexican grape season will extend through June, after which it will transition to California-grown fruit.
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