REEDLEY, CA - Whenever I put my consumer hat on and think like a shopper, one of the first things that flags my interest at retail is an impressive product assortment. This is one of the reasons why table grape season in California is a highly anticipated time frame, resulting in an array of SKUs primed to delight grape-loving consumers. As ANUK sought to find the varieties, merchandising plays, and supply-side strategies boosting the category’s momentum, Fruit World Owner Bianca Kaprielian led us through a deep dive into the wonderful world of California-grown table grapes.
“Variety!” Bianca emphasizes when I ask her what sets the California table grape industry apart from other offerings on the market. “We grow so many wonderful and diverse table grape varieties in California. From old-school varieties with a lot of nuance of flavor to newer varieties that are super high brix, to fun and tasty hybrids like Thomcords—a Concord and seedless Thompson cross.”
As Fruit World shares with us, quality has been very good across the California table grape sector. In terms of volume, Bianca shares that “the crop set is there, but the extreme heat in the San Joaquin Valley has caused delays in ripening.”
Despite weather challenges in some California growing regions, retailers have the opportunity to continue tapping into organic grape sales with Fruit World’s beloved Thomcord grapes.
“We love our organic Thomcord variety! We call it the grapiest grape around because it has that classic grape jelly flavor from its Concord parentage, it's seedless, and you can eat the skin,” Bianca shares. “We love it so much that we put a little card in each retail pack, sharing our story with customers and inviting them to text us. We get so many wonderful messages from our community!”
With this creative approach to consumer connection already establishing a strong level of brand loyalty, retailers can put a few other strategies in place to further increase sales in the table grape arena.
“Full displays really help boost sales, as do big sets in prominent locations,” Bianca advises. “Cross-merchandising with cheese and wine is always a big hit. Butter and cheese boards are continuing to have a moment, and grapes are the perfect color and flavor match.”
With top-flavor varieties, a custom approach to brand loyalty, and some winning merchandising strategies in play, Fruit World is ensuring its partners get the most out of the California table grape season.
Stay tuned as AndNowUKnow brings you more updates straight from the fresh produce industry.
