Fruitnet’s Chris White speaks to Jennifer Sanchez, vice-president of marketing at Sun World, who shares how the brand has reimagined table grapes for younger consumers, particularly Gen Z.
Traditionally, grapes have been perceived as a standard, unexciting fruit. But with varieties like Autumn Crisp, Sun World has managed to emphasise texture, flavour, and visual appeal in order to stand out. And now it’s making important connections with consumers via social media, as well as traditional marketing channels.
For Sanchez, the focus is now on reaching consumers where they spend time, so that includes in-store experiences, social media, and influencer partnerships. Organic engagement on platforms like TikTok and Instagram has also helped to build excitement about its products.
Ultimately, she says, its about combining digital engagement, influencer culture, and product quality to good effect, in order to capture Gen Z’s attention and win their trust.
This video is part of a series of interviews filmed in Anaheim at the IFPA’s Global Produce & Floral Show.
