The Raisin Administrative Committee is eager to push California-grown raisins. They are hoping to get a windfall of $7.6 million left over from the California Raisin Marketing Board to aid their efforts. Raisin Administrative Committee President Jeff Smutny spoke with Matthew Malcolm from California Ag Network about the Committee’s plans and efforts. Watch this quick video and learn more in American Vineyard Magazine.
Tag: Raisin Marketing
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California Raisins Featured on Business Insider Podcast
California raisin growers are always asking, “When will the Dancing Raisins come back, or will they ever?” Although not currently part of the raisin market promotions, the Dancing Raisins have returned to the spotlight of mainstream media in a recent Business Insider podcast. The 45-minute podcast known as Brought to You Byhighlights powerful brands and marketing strategies through the years and how they came to be. East Coast Showrunner Sarah Wyman recently visited California and several raisin industry members to learn and share the following story of the Dancing Raisins and the raisin industry that created them.Wyman shares, “The 1980’s TV commercials for California raisins have been called some of the best ads ever made. The claymation raisins singing and dancing to Marvin Gaye’s “I Heard It Through the Grapevine” became a kids TV show, recorded an album that went platinum, launched a range of toys and costumes, and starred in an Emmy-winning Christmas special. But were they a success for the raisin industry? Or did the dancing California raisins cause more trouble than they were worth?” Listen to the podcast HERE.
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Will Declining Raisin Grape Acreage Lead to Higher Raisin Prices?
California raisin growers have been disappointed this year with the raisin market after coming off of record high raisin prices the year before. Is this price volatility expected to last, and will the continued removal of raisin acreage impact future pricing? Watch this brief interview with Steve Kister, Chairman of Board with Sun-Maid Growers, and read more about it in the February issue of American Vineyard Magazine.
Please thank our sponsor Duarte Nursery for their industry support and tell them you saw them on California Ag Network.
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A Brand New Sun-Maid: Investing in the Future
The dried fruit sector hasn’t been as popular with millennial consumers as in other generations, but Sun-Maid Growers are working to turn things around (at least for California raisins) with some new strategies and investments as shared at their annual meeting in Fresno recently. Watch this brief interview with Sun-Maid CEO Harry Overly and read more about it in American Vineyard Magazine.
Please thank our sponsor Duarte Nursery for their industry support and tell them you saw them on California Ag Network.
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“NEW” SUN-MAID HOLDS 106th ANNUAL MEETING
Sun-Maid Growers of California held its 106th Annual membership meeting at the Convention Center’s “New Exhibit Hall” in Downtown Fresno. The theme “It’s A New Sun-Maid” was evident throughout the event with a newly created management team and marketing strategy. The meeting was moved for the first time in over 30 years from the Saroyan Theater to accommodate Disney’s production of The Lion King. More than 1,000 raisin growers, families and guests were in attendance.
Sun-Maid President & CEO, Harry Overly laid out the company’s transformational plans to reinvigorate Sun-Maid – the Timeless & Trusted brand – and revealed an all-encompassing marketing strategy to target today’s younger millennial parents. Sun-Maid’s 2019 marketing efforts, set to launch in January, will include a national television and digital campaign in addition to a portfolio of new products. President Overly went on further to describe Sun-Maid’s heavy emphasis on innovation and marketing, indicating nearly 40% of the company’s growth will come from new products. “We’ve learned so much about the Sun-Maid brand over the past year talking to consumers. We intend to take those consumer insights and grow this business with exciting new products and a new marketing campaign that reminds all consumers of their strong emotional connection to Sun-Maid,” said Overly.President Overly also highlighted the strength of the association with net sales steady at $362 million in this past fiscal year, and reported that for the 32nd consecutive year, Sun-Maid member payments will exceed the established industry field price.
Chairman Jeff Jue provided a review of this year’s growing conditions. He also addressed the current outlook of the raisin industry, which has seen an increase in the 2018 crop size of more than 10% and deliveries exceeding 2017 by 22%. With this larger crop, both Jue and Overly confirmed the California crop will be easily cover today’s demands. However, Overly indicated cautious guidance in regards to worldwide raisin demand trends and the impact of emerging foreign competitors. Overly reviewed weakening US shipment trends and the potential influence on California raisin pricing.Founded in 1912, Sun-Maid Growers is the world’s largest marketer of raisins and other premium quality dried fruits. Sun-Maid’s sales are approximately half retail consumer products and half ingredient products for items such as cereals, breads and a variety of other food products. Located in Kingsburg, California in the heart of the San Joaquin Valley’s raisin producing district, Sun-Maid products are distributed throughout the United States and in more than 50 countries around the world.