Series of promotional activity aims to capture demand around Fourth of July holiday
With the California table grape season now in full swing, the California Table Grape Commission has launched a global marketing campaign to capitalise on summer demand.
“As Americans gather to celebrate Independence Day and our nation’s 250th birthday, there’s no better time to celebrate the incredible fruits of American agriculture, like Grapes from California,” said Ian LeMay, president of the California Table Grape Commission.
“Every bunch of Grapes from California represents the hard work of multi-generational farming families who help feed our country and the world. Choosing American-grown produce is a simple but meaningful way to support those families while enjoying the freshest, highest-quality grapes of the season.”
To drive demand for the season, the commission has launched a series of promotional activities, such as contests, digital promotions, and sampling in addition to updated point-of-purchase materials and an expanding library of California grape recipes, photography, and videos.
“The Fourth of July is synonymous with backyard barbecues, family gatherings, and sharing great food,” said LeMay. “While fireworks light up the sky and burgers and hot dogs fill the grill, Grapes from California deserve a place at every celebration, whether in the produce department, on snack boards, in salads, or simply enjoyed by the handful. Grapes from California are the taste of an American summer.”
