California Ag Network

Category: Ag Legislation

  • Will California Remain Leader in U.S. Ag Production?

    A new book shows how California has led the nation in farm sales since 1948 and explores future challenges

    “California Agriculture: Dimensions and Issues” by the Giannini Foundation of Agricultural Economics details the past, present and future of many of California’s major agricultural commodities, including grapes, tree fruits and nuts, vegetable crops, dairy, livestock, nursery and floral production, and cannabis. The new 18-chapter book, written by agricultural economists at UC Davis, UC Berkeley and UC Riverside, addresses issues such as labor, water, climate and trade that affect all of California agriculture.

    “California agriculture overcame many obstacles to become the nation’s number one farm state. Leading agricultural economists are generally optimistic that California agriculture will continue to thrive in the 21st century, despite continuing large challenges,” said Philip Martin, UC Davis emeritus professor of agricultural and resource economics, who is co-editor of the new publication.

    For over 70 years, California has led the nation in farm sales due to its specialization in high-value commodities such as fruits, nuts, vegetables and other horticultural crops. The book uses the most recent Census of Agriculture data to show that, of the $64 billion of these crops produced in the U.S. in 2017, California produced nearly half by value ($31 billion).

    In 1879, wheat and barley occupied over 75% of the state’s cropland. The types of crops grown in California have changed considerably over the years.

    More than 44 percent of California’s $50 billion in farm sales in 2017 were fruits and nuts, with 17 percent of sales from vegetables and melons, and 14 percent from nursery and other horticultural specialties crops. Many of these high-value specialty crops are also very labor-intensive and face challenges from increased cost and decreased availability of agricultural labor. The book discusses how California growers effectively responded to these labor challenges by adopting labor-saving mechanization. California remains competitive with producers elsewhere by relying on superior plant varieties, integrated pest management, and improved irrigation methods that increase both the quantity and quality of California agricultural commodities.

    Water, climate and trade pose challenges and opportunities for California agriculture. In the last decade, water scarcity and decreased water quality, along with regulations to address these issues like the Sustainable Groundwater Management Act, have prompted farmers to use scarce water to irrigate more valuable crops, as with the switch from cotton to almonds. Increased regulations and the increasing scarcity of water affect high-value specialty crops as well as the dairy and livestock industries that accounted for 24% of California farm sales in 2017.

    Climate variability, including drought and heat stress, affects farmworker welfare, crop yields and dairy productivity. Retaliatory tariffs resulting from the 2018 trade war reduced U.S. agricultural exports to China by close to $14.4 billion per year, as exports of dairy, livestock and specialty crops fell.

    California agriculture has a rich history of overcoming challenges by pursuing innovative research, adopting new technologies, and adapting to changing conditions. Learning how California agriculture has succeeded in the past suggests that the state can maintain its dominant role as an agricultural producer in the future.

    Learn more about several of the major California agricultural commodities and the issues and opportunities they face in this new, second edition of California Agriculture: Dimensions and Issues. Read the book for free online as part of the Giannini Foundation’s Information Series (20-01) at https://giannini.ucop.edu/publications/cal-ag-book/. A paperback copy of the 414-page book can be ordered for $55 at http://bit.ly/CalAgBook2ndEd. – By Ria DeBiase, Communications Director, Giannini Foundation of Agricultural Economics

    The Giannini Foundation was founded in 1930 from a grant made by the Bancitaly Corporation (later renamed Bank of America) to the University of California. Its mission is to promote and support research and outreach activities in agricultural economics and rural development to benefit the agricultural industry, policymakers, and society at large. Giannini members include University of California faculty and Cooperative Extension Specialists in agricultural and resource economics. Learn more about the Giannini Foundation of Agricultural Economics at https://giannini.ucop.edu.

  • Eyes on the Skies as Vineyards Push Towards Bud Break

    Sonoma County Winegrowers — As the calendar changes to March, Sonoma County vineyards are starting to awaken following a long, dry winter. Bud break marks the traditional start of the new year for the 2021 vintage meaning each day ahead is filled with a task intended to bring about the best harvest later this year. Given that bud break comes at the end of winter in a year when more rain is desired, those winter storms also bring the potential risk of harmful frosts at a time when the vines are most vulnerable. However, this time of year, it is the nature of growers to be excited about the new season getting underway.

    “This is one of my favorite times of the year as you can begin to see new life in the vineyard and feel the optimism for a great year among everyone,” said Karissa Kruse, president of the Sonoma County Winegrowers. She added, “In talking with growers throughout the county, bud break seems to be a little later this season, closer to the historic norms. I hope this is a sign of a normal year given all that we have endured the past few years.”

    As is always the case, white varieties such as chardonnay vines are the first buds to emerge, and growers are seeing some initial signs of bud break but still in the early stages. As the bright yellow color of daffodils and mustard appear to signal the arrival of spring, growers will welcome any rain Mother Nature can provide as the 2021 season officially begins.

    Here some early insight from the “front vines” of our AVA’s:

    Dry Creek Valley – There are numerous reports of some early bud break primarily in Chardonnay and Gewurztraminer. The general feeling this year is bud break is a little early but not significantly early. It has been a dry winter prompting concerns that vines could revert to “drought mode” and, perhaps hold back production, but the pending arrival of spring brings renewed optimism for a stellar year.

    Russian River Valley – Early reports are that bud break is starting a little later than recent year but closer to the normal timing of the past. While bud break can be seen in chardonnay vineyards throughout the AVA, early reports are that it should start soon with pinot noir. Here in the Russian River Valley, concerns about the dry winter persist.

    Alexander Valley – With pruning just completed, bud break is not expected for another week or more. Overall, bud break is running about two weeks behind last year, closer to normal of years past. Cabernet and other red varieties are not expected to bud for at least 3 weeks.

    Green Valley – Bud break is starting to show in some Chardonnay vineyards though it takes some hunting to find it. The general feeling is the timing is pretty normal. However, in the next few weeks, bud break will appear not only in the Chardonnay vineyards but throughout Green Valley. The dry winter is a top concern and rain is wanted in the worst way. In the meantime, local growers are perfectly content to wait while enjoying “daffodil heaven!”

    Fort Ross/Seaview – Over on the coast in far western Sonoma County, the cold temperatures this winter have kept the vines dormant. Mid-March has been the typical start of bud break, so the timing this year appears to be normal. Like elsewhere in the county, it is extremely dry in Fort Ross/Seaview.

    Sonoma Valley – With little rain this winter, some growers in Sonoma Valley are already considering irrigation, this is far earlier than any time in recent memory. Bud break is coming on fast but nothing of significance to report at this time.

  • USDA Extends Application Deadline for the Quality Loss Adjustment Program

    The U.S. Department of Agriculture (USDA) is extending the deadline from March 5 to April 9 for agricultural producers to apply for the Quality Loss Adjustment (QLA) Program because of recent winter storms and some clarifications to program rules. This program assists producers who suffered crop quality losses due to qualifying 2018 and 2019 natural disasters.

    “Because of recent winter storms and some program updates, we want to provide five additional weeks for producers to apply for the program,” said Zach Ducheneaux, Administrator of the Farm Service Agency (FSA). “I want to make sure eligible producers have the opportunity to apply and to work with our team members to help with any questions. We recently clarified policy to ensure producers who sold grain to the feed market due to quality issues are adequately compensated.”

    About the Program

    The QLA program assists producers whose eligible crops suffered quality losses due to qualifying drought, excessive moisture, flooding, hurricanes, snowstorms, tornadoes, typhoons, volcanic activity, or wildfires.

    Eligible crops include those for which federal crop insurance or Noninsured Crop Disaster Assistance Program (NAP) coverage is available, except for grazed crops and value loss crops, such as honey, maple sap, aquaculture, floriculture, mushrooms, ginseng root, ornamental nursery, Christmas trees, and turfgrass sod. Additionally, crops that were sold or fed to livestock or that are in storage may be eligible.

    Assistance is available in counties that received a Presidential Emergency Disaster Declaration or Secretarial Disaster Designation, or for drought, a county rated by the U.S. Drought monitor as having a D3 (extreme drought) or higher. Producers in counties that did not receive a qualifying declaration or designation may still apply but must also provide supporting documentation.

    FSA will issue payments once the application period ends. If the total amount of calculated QLA payments exceeds available program funding, payments will be prorated.

    More Information

    FSA began accepting applications on January 6 and has received more than 8,100 applications so far.

    To apply, contact your local USDA Service Center. Additional information is also available at farmers.gov/quality-loss. Producers can also obtain one-on-one support with applications by calling 877-508-8364.

    While USDA offices are currently closed to visitors because of the pandemic, Service Center staff continue to work with agricultural producers via phone, email, and other digital tools. To conduct business, please contact your local USDA Service Center. Additionally, more information related to USDA’s response and relief for producers can be found at farmers.gov/coronavirus.

    USDA is an equal opportunity provider, employer and lender.

  • USDA Announces March 2021 Lending Rates for Agricultural Producers

    The U.S. Department of Agriculture (USDA) announced loan interest rates for March 2021, effective March 1.

    Operating and Ownership Loans

    The USDA Farm Service Agency (FSA) offers farm ownership and operating loans with favorable interest rates and terms to help eligible agricultural producers, whether multi-generational, long-time or new to the industry, obtain financing needed to start, expand or maintain a family agricultural operation. For many loan options, FSA sets aside funding for historically disadvantaged producers, including beginning, women, American Indian or Alaskan Native, Asian, Black or African American, Native Hawaiian or Pacific Islander, and Hispanic farmers and ranchers.

    Interest rates for Operating and Ownership loans for March 2021 are as follows:

    FSA also offers guaranteed loans through commercial lenders at rates set by those lenders.

    You can find out which of these loans may be right for you by using our Farm Loan Discovery Tool.

    Commodity and Storage Facility Loans

    FSA provides low-interest financing to producers to build or upgrade on-farm storage facilities and purchase handling equipment. FSA also offers commodity loans that provide interim financing to help producers meet cash flow needs without having to sell their commodities when market prices are low. Funds for these loans are provided through the Commodity Credit Corporation (CCC) and administered by FSA.

    FSA also reminds rural communities, farmers and ranchers, families and small businesses affected by the recent winter storms that USDA has programs that provide assistance. USDA staff in the regional, state and county offices are prepared with a variety of program flexibilities and other assistance to residents, agricultural producers and impacted communities. Many programs are available without an official disaster designation, including several risk management and disaster assistance options.

    Producers can explore available options on all FSA loan options at fsa.usda.gov or by contacting your local USDA Service Center.

    USDA is an equal opportunity provider, employer and lender.

  • Bloom Season Specific Sprayer Calibration Saves Money & Time

    If your sprayer can deliver good spray coverage at hull split, with a little work it can deliver good bloom spray coverage faster and cheaper. How is this possible? With no leaves in the canopy, air movement is less restricted at bloom than hull split. Also, there is less surface area to cover at bloom than hull split so volume needed to cover the susceptible tissue per acre (Gallons per acre, GPA) are less at bloom than hull split.

    How could this work? Assuming your hull split spray set up is for 100 GPA (or more) and 2 miles per hour (MPH), at bloom you can increase ground speed, GPA and reduce power to the sprayer (less tractor engine or sprayer engine RPMs). All this means less time and diesel burned per acre and more acres per tank with no change in pest control. The exact settings should be worked out on the farm, but here are some general guidelines to use before bloom starts. [I am assuming that anyone trying this has a good knowledge of sprayer calibration. For the sake of space in the newsletter, I will not go into all the calibration details. Check the Almond Production Manual for details or call me at 530.218.2359. We do need an airblast sprayer extension publication.]

    -Increase speed and reduce RPMs. Reduce engine RPMs by 15-20% from full speed and shift up a gear or two so that tractor and sprayer speed is somewhere around 3-3.5 MPH. For a PTO sprayer delivering 540 PTO RPMs with engine RPM at 2200, the target is somewhere around 1800 RPM for the tractor engine. This is quickly checked with a GPS unit or a quick pass down a row in the orchard counting trees (2 MPH=176 ft/min, etc.).

    -Check that there will be enough upward air movement at this new speed. Readjust as necessary. Put a length of PVC pipe with a 1.5-2’ long length of flagging tape tied on the end up through the tree so that the top of the pole is roughly 3-4 feet above the top of the tree. Run the sprayer down the row with the fan on, water in the tank but nozzles turned off. Check how much the flagging tape moves as the sprayer goes by the tree? (I use the video function on my phone to capture the flag movement as the sprayer goes by.) If the tape flutters out to 45-90o off the vertical, that is enough sprayer fan air movement to give good coverage. If the flagging kicks straight up, you can speed up more and try it again until the desired 45-90 o movement is reached.

    *If you spray every-other-row (EOR) at bloom, check air movement through the tree (next section) very carefully to make sure spray gets all the way through the tree or don’t use the approach described in this article. Every-other-row spraying delivers acceptable disease control at pink bud, but ineffective on the far side of the tree from the sprayer after 40% bloom. Every row spraying gives the best possible coverage. If you do spray EOR, do it carefully.

    -Figure out the flow rate you’ll use based on your new speed and the product’s recommended GPA. Use your new tractor speed and row spacing to figure out the acres per minute you’ll cover at that speed. Using the measured acres per minute and the gallons per acre you want to spray, calculate the gallons per minute (GPM) needed from the sprayer.If you are using an air shear/electrostatic sprayer (Lectroblast, Windmill, etc.) make sure the system pressure is set to that required by the manufacturer, set the flow rate on each side of the sprayer and you are ready

    -Adjust your nozzles to favor upward movement at this new speed. The general rule is that roughly 70% of the sprayer output (GPM) should come out of the top half of the open nozzles. Because of faster ground speed, larger nozzles will be needed and/or swirl plates changed (45’s used instead of 25’s). Large nozzles (D8-12) are a better choice in my opinion as the obvious nozzle exit hole difference between a D6 and a D8 make it easier to use the right nozzle for the right job if you are using rollover nozzle bodies (Rears or Nelson) or 2-3 nozzles/vane (AirOFan). In the table at the bottom of the page is an example of how a set up might go for a sprayer with two nozzle options per location on the spray boom.

    In the orchard, place the disc/cores on the nozzle bodies that point at the tree. You may need to skip a nozzle body or two along the spray boom to make sure the spray targets the tree. For example, the first (very top) nozzle body on many sprayers basically points straight up and the second body is inches away and slightly angled into the canopy. I usually skip the top one. Lower on the sprayer you may skip a nozzle site, turning off the nozzle body. The goal with fungicide spraying is to aim high; rainwater will recycle the fungicide down through the canopy if it’s placed up high.

    -Make sure your actual flow rate matches your desired flow rate. Ground truth the sprayer output by filling it to overflowing with clean water, running it for a set amount of time (a minute or two minutes) and then refilling it with a hose attached to a flowmeter or buckets marked with gallons/quarts/pints. Calculate gallons per minute sprayed to use in the following equation to check your actual sprayer output and determine how much material to put in the spray tank:

    𝐺𝑎𝑙𝑙𝑜𝑛𝑠 𝑝𝑒𝑟 𝑎𝑐𝑟𝑒 =𝑔𝑎𝑙𝑙𝑜𝑛𝑠 𝑝𝑒𝑟 𝑚𝑖𝑛𝑢𝑡𝑒/𝑎𝑐𝑟𝑒𝑠 𝑝𝑒𝑟 𝑚𝑖𝑛𝑢𝑡𝑒

    -Double-check your coverage in the canopy. A final step in the calibration process is to check coverage with water sensitive paper either placed on poles or attached to the canopy.

    If you are interested in this bloom sprayer set up concept and want some help with the setup, please give me a call 530.218.2359. — By Franz Niederholzer, UCCE Advisor, Colusa and Sutter/Yuba Counties

    Example of nozzle selection and position on a standard airblast sprayer (Rears, AirOFan, Nelson, etc)

  • California Farmland Trust Announces Matching Support to Protect Fiorini Ranch

    Thanks to support from the Henry Mayo Newhall Foundation, California Farmland Trust (CFT) is embarking on a conservation fundraising campaign to protect Fiorini Ranch.

    Located in Merced County, the 60-acre almond operation is owned and operated by a multi-generational farming family, the Fiorini’s. Currently operated by a third-generation family member, Randy Fiorini, the fourth and fifth generation family members are now engaged, and becoming more involved, continuing the family’s legacy. The Fiorini family reached out to the California Farmland Trust to ensure the land and their legacy will remain in agriculture, forever.

    The California Farmland Trust has partnered with farmers for over 16 years to protect farmland from being subdivided and developed into homes and shopping centers, while contributing to agriculture’s unique role in climate benefits. “Working with the Fiorini family to ensure this land will provide food, open space and climate benefits is essential,” said Charlotte Mitchell, CFT Executive Director. The Fiorini family has adopted and embraced sustainable farming practices that reduce greenhouse gas emissions, improve the biodiversity of beneficial insects, and further reduce soil erosion.

    In the coming months, CFT will be pursuing a grant that will provide some of the funding needed to purchase the development right and protect the land with an agricultural conservation easement. CFT is required to source matching funds when pursuing grant funding, which is where the Henry Mayo Newhall Foundation (Foundation) support is focused. In late 2020, the Foundation provided CFT with nearly half of the matching funds needed to meet this requirement. Funds from the Foundation will be leveraged by CFT to raise the remaining $85,000.

    “The support from the Henry Mayo Newhall Foundation really made this project achievable,” shared Mitchell. “It’s difficult to obtain the match requirement needed for a grant and the Henry Mayo Newhall Foundation provided funding that will essentially double every other donation we receive for the project, helping us achieve the match requirement.”

    The first step will be launching a campaign that leverages the Foundation’s $80,000 donation to raise the remaining $85,000 needed to obtain the match required. CFT will simultaneously pursue a grant for the remaining seventy-five percent needed to fund the easement. Once secured, the easement will ensure the farmland will never be subdivided and will no longer be subject to development pressures from nearby communities for housing or commercial development.

    “Our family has farmed this land sustainably, and productively for over 100 years. It is threatened by the potential of urban development and our family wishes to preserve the ability to continue to contribute to our nations healthy food needs,” shared Randy Fiorini.

    If you would like to learn more or become involved in this project, please visit: www.cafarmtrust.org/protect-fiorini-ranch.

  • 2nd U.S. Sustainable Winegrowing Summit Announced for April 2021

    The California Sustainable Winegrowing Alliance, California Association of Winegrape Growers, LIVE, Long Island Sustainable Winegrowing, Oregon Wine, New York Wines, Washington State Wine, Washington Winegrowers and Wine Institute are co-hosting the 2nd U.S. Sustainable Winegrowing Summit on April 19-21, an all-virtual event.

    Growers, vintners, association leaders, trade, and other industry professionals from around the globe will gather virtually to hear about the U.S.’s ever-increasing interest in sustainable winegrowing, get up close and personal with sustainable winegrowers in the field, and learn how they are adapting practices in the face of climate change.  Attendees will gain insight into bringing this movement to their own wine regions, vineyards and wineries and learn how to distill these practices into unique messaging that resonates with consumers and trade while credibly communicating the U.S. wine industry’s commitment to a global audience.

    The Summit will begin on April 19th (11:30 am–1:00 pm PST) with the “Explore U.S. Sustainable Wine Tasting & Seminar,” a unique opportunity to taste sustainably grown and produced wines from California, Oregon, New York and Washington featuring Evan Goldstein, MS (moderator) and vintners from the four partner states. (To taste along, a wine kit must be purchased in advance.)

    On April 20th (10:00 am–12:00 pm PST), Food & Wine’s Executive Wine Editor Ray Isle will give a keynote address on sustainable winegrowing trends and observations on sustainable winegrowing, followed by a workshop on messaging sustainability to consumers and trade.  In the afternoon (1:00–2:00 pm PST), participants will go on a virtual four-state sustainable vineyard and winery tour – no sunscreen or hat needed!

    On the final day, April 21st (10:00 am–12:00 pm PST), the first session will be a panel focused on grower perspectives on climate change resiliency, moderated by San Francisco Chronicle’s Wine Critic, Esther Mobley. The second session will be a conversation between Julia Coney (Wine Journalist and Founder of Black Wine Professionals) and Elaine Chukan Brown (American Specialist for JancisRobinson.com and Co-Founder of Diversity in Wine Leadership Forum) about diversity, equity and inclusion, the social pillar of sustainability.

    To learn more, and to register for the event, please visit: sustainablewinegrowing.org/summit.

    The 2021 Summit sponsors include American Vineyard Magazine, Certified Sustainable Protected Harvest, Napa Green and Master the World. Tasting sponsors are Ampelos Cellars, Bedell Cellars, Chateau Ste. Michelle, Hartford Family Winery, Stoller Family Estate and Wente Vineyards. Sponsorship opportunities are still available; for more information, contact info@sustainablewinegrowing.org. 

  • USDA Announces Results of Walnut Marketing Order Referendum

    The U.S. Department of Agriculture (USDA) recently announced amendments to the federal marketing order regulating the handling of walnuts grown in California. These amendments authorize the California Walnut Board to provide credit for market promotion expenses paid by handlers against their annual assessments due under the program.

    The amendments were approved in a referendum conducted Nov. 30 through Dec. 11, 2020. They were favored by 80.57% of the growers voting, representing 82.81% of the total volume of walnuts. To gain approval, the amendments needed support of at least two-thirds of the growers voting in the referendum or at least two-thirds of the volume of walnuts grown by those voting in the referendum. A final rule amending the marketing order will be published in the Federal Register.

    USDA’s process for considering this change included an administrative hearing conducted April 20-21, 2020.

    The board locally administers the marketing order that maintains minimum grade and size regulations for walnuts grown in California. The marketing order also authorizes promotion, and research and development projects. More information about the marketing order is available on the Agricultural Marketing Service (AMS) 984 California Walnut webpage, the AMS Marketing Orders and Agreements webpage, or by contacting the Marketing Order and Agreement Division at (202) 720-2491.

    Authorized by the Agricultural Marketing Agreement Act of 1937, marketing orders are industry-driven programs that help producers and handlers achieve marketing success by leveraging their own funds to design and execute programs that they would not be able to do individually. AMS provides oversight to 29 fruit, vegetable, and specialty crop marketing orders and agreements, which helps ensure fiscal accountability and program integrity.

  • FARM Program 2020 Year in Review

    The National Dairy FARM Program (FARM) has published its 2020 Year in Review. Serving as the annual summary of the achievements and program developments of the FARM Program, the Year in Review showcases successes and challenges during a year of change and uncertainty.

    “As the industry shifted with the pandemic, we adapted the program to fit farmer’s and program participant’s needs,” says Emily Yeiser Stepp, vice president for the FARM Program at the National Milk Producers Federation, which administers FARM. “We were still able to provide value, develop helpful resources and provide assurances of on-farm social responsibility for the dairy supply chain despite the rollercoaster of 2020.”

    The Year in Review details the resources and tools developed across all program areas to help farmers become more fully engaged with the program. It also shows how aspects of FARM were brought into a virtual environment. Events like the annual Evaluator Conference, monthly Evaluator Engagement Hours and the program’s Quick Convosseries gave FARM staff the ability to connect with stakeholders online as 2020 presented unrivaled challenges.

    The Review also summarizes changes made to the FARM Program Areas in 2020. FARM Animal Care Version 4 went into effect on January 1 with updates supporting closer farmer-veterinarian relationships, requiring continuing education for all employees and adding a new standard for pain management when disbudding animals. FARM also launched Version 2 of the Environmental Stewardship program which includes updated crop emissions factors, a breakdown of greenhouse gas emissions by gas type, a metric on the use of nutrient management plans, and the ability to capture the benefits of solid-liquid separation, and solar and wind energy. Additionally, Version 1 of the Workforce Development evaluation became available and focuses on human resources and safety best practices. It provides assurances to the supply chain and helps farmers identify what will be most useful to implement within their operation and track improvement over time.

    Download the 2020 Year in Review here. For a printed copy, please contact dairyfarm@nmpf.org

    The National Milk Producers Federation (NMPF), based in Arlington, VA, develops and carries out policies that advance dairy producers and the cooperatives they own. NMPF’s member cooperatives produce the majority of U.S. milk, making NMPF the voice of dairy producers on Capitol Hill and with government agencies.

    Created by the National Milk Producers Federation in partnership with Dairy Management Inc, the National Dairy FARM (Farmers Assuring Responsible Management) works with all U.S. dairy farmers, co-ops and processors, to demonstrate to dairy customers and consumers that the dairy industry is taking the very best care of cows and the environment, producing safe, wholesome milk and adhering to the highest standards of workforce development.

    View online

  • Shopper Research Data Shows Increased Purchase of Fresh Grapes

    Findings from a recent consumer research study that gathered insights on purchase, consumption, and shopping behaviors among U.S. primary shoppers ages 25 to 73 were released today by the California Table Grape Commission.

    Among the key findings:

    •   46% of primary shoppers consider fresh grapes to be a staple in their household, increased from 32% in 2019. Another 35% report that grapes are purchased often in their households.

    •   57% of primary shoppers always or usually decide to purchase fresh grapes before going into the store, up from 42% in 2019.

    •   56% of primary shoppers report purchasing fresh grapes about once per week or more often. This is an increase from 52% reported in 2019.

    •   36% of primary shoppers have purchased fresh grapes via online ordering. 70% of those

      shoppers report they are very likely to continue to purchase fresh grapes via online ordering in the next 12 months; another 28% are somewhat likely.

    •   Primary shoppers report that at $2.48 per pound, fresh grapes are priced reasonably; they are seen as a bargain at $1.59 and begin to seem too expensive at $3.74. Grapes are considered to be so inexpensive that product quality is a concern when priced at $0.84 per pound. 

      “Given the challenges of 2020, especially the challenges with grocery shopping during a pandemic, these research results are important,” said Kathleen Nave, president of the California Table Grape Commission. “Primary shoppers are increasingly considering fresh grapes as a staple, confirmed by their increased planning tendencies and their increased purchasing frequency.”

      The study used quotas and weighting to assure accurate reflection of U.S. Census figures for age, gender, geographic region, and race/ethnicity.