Promotional volumes available through year-end despite early season start
Despite an early start to harvest, steady shipments and cold storage supplies will keep California grapes available for holiday promotions.
California table grapes will remain available in promotable volumes throughout December, the California Table Grape Commission has said in a release, giving retailers continued opportunities to feature fresh, California-grown grapes during the important holiday shopping season.
According to the commission, the California grape harvest is expected to conclude in mid-November, however this won’t signal the end of availability. Significant volumes will remain available following harvest completion, allowing shipments to continue well beyond the final day grapes are picked from the vine.
“California’s grape season got off to an early start this year, but consistent movement throughout the season has positioned the industry to continue supplying the market well into December,” said Ian LeMay, president of the California Table Grape Commission. “The important message for retailers is that California grapes will remain available in volumes that support promotions throughout the holiday season.”
Consumer research cited by the commission showed that when given a choice, 72 per cent of grape purchasers (in the US) prefer US-grown grapes, compared with fewer than 5 per cent who prefer imported grapes. This strong preference for domestic origin presents an opportunity for retailers to highlight California grapes during the final weeks of the year.
“Consumers have made their preference for US-grown grapes clear,” LeMay added. “With California grapes available through December, retailers have an opportunity to deliver what shoppers want while building strong grape sales during the holiday season.”
The commission has encouraged retailers to continue planning California grape promotions throughout December and to work with their suppliers to secure volume and coordinate promotional activities.
