Demand for Californian grapes rose worldwide last year, according to the California Table Grape Commission, putting the 2008/09 season ending in January first place in export value records and second place in volume.
The Commission attributes the success to its global marketing campaigns, focusing on in-store promotions.
“The core of our export marketing program is retailer promotions,” said the Commission’s vice president of international marketing Susan Day in a statement. “Targeting over 40 countries in 2008, the program is a proven motivator to increase California grape exports worldwide.”
Indonesia’s AlfaMart was held up as a successful example by the Commission; an aggressive direct mail and display promotion campaign saw sales of Californian grapes rise 68 per cent last year.
Several markets the Commission sent record volumes of grapes to last year are expected to cut back on fresh produce buying significantly this year.
The Californian grape season, which runs from May to January, may not see similar sales results this year with markets like Russia showing dramatically reduced imports in other products already.
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