DELANO, CA - Walking into a local Safeway, I am both a consumer and a trade news writer. These days, I just cannot help myself. Within a short stone's throw is a display of Delano Farms and Four Star Fruit, Inc. California table grapes, the Pristine variety lighting up the pouch bags from some of the best fresh produce real estate in the department. Situated front and center at the opening to the produce section, it is not an odd sight to see California table grapes here in Sacramento, but Delano Farms and Four Star have an even bigger goal in mind and are taking their program from the U.S. to the global market—with a little help from the NBA.
Jack Campbell, GM and Sales Manager for the company, joins me to talk about Delano Farms’ and Four Star’s already expansive global footprint and what is to come.
“Delano Farms and Four Star are the exclusive marketers of California table grapes through a unique licensing agreement with the NBA that is allowing our company to tap into the heightening demand for our state’s table grapes in Southeast Asian markets like China with L.A. Lakers and Brooklyn Nets branding. The North American markets are primed and ready for this type of merchandising vision to draw the demand of consumers that crave our flavor and quality,” Jack tells me. “Even with tariffs impacting the trade conversations across the globe, there is still an incredible amount of opportunity to generate sales in the global market.”
Currently, Delano Farms and Four Star are branding its 1 lb to 5 lb pouch bags and clamshells with the Los Angeles Lakers and Brooklyn Nets logos and color designs, just in time for the start of the NBA season this month. The ideal timing of this promotion paired with the wide-ranging demographics of the NBA audience and grape-lovers will support Delano Farms’ and Four Star’s vision of stimulating new growth, attracting new Asian markets, the millennial sector, and more.
“Our Pristine variety is a high-quality, high-flavor grape with an amazing eating experience that appeals to a wide range of grape lovers,” Jack shares. “As our marquee variety, we believe that while consumers will be drawn to the marketing, they will return for the flavor—time and time again.”
Thinking globally is a state of mind, one that I believe inspires and ignites a passion in the Delano Farms and Four Star team and its customer relationships.
