California Ag Network

Tag: The California Table Grape Commission

  • Commission to Expand Export Market Demand for California Table Grapes

    The California Table Grape Commission is positioned to expand international demand for California table grapes in 16 target markets with its 2023 export marketing campaign.

    The 16 target markets for the 2023 season represented 94.4 percent of export volume June through December in 2022. Of those markets, El Salvador, Hong Kong, Indonesia, Mexico, New Zealand, and Vietnam increased in both volume and value in 2022 compared to 2021 despite a variety of global export challenges. “In spite of labor and shipping challenges, and inflation and the value of the dollar, California table grapes still found success in export markets last season,” said commission president Kathleen Nave. “In 2023 the commission is determined to capitalize on that success and plans to expand market share of California table grapes in the target export markets,” said Nave.

    The foundation of the 2023 campaign focuses on retail promotions, including providing a variety of retailer incentives. Digital retail promotions are planned throughout the target export markets. Wholesaler promotions are planned in select markets to reach smaller retailers with promotional activity. Campaign expansions include shopper app and social media advertising in all markets, plus work with influencers and retailer-tagged television in select markets. Promotional activities align with high-volume months in each market.

    “While there still may be challenges ahead for global exports, the 2023 export marketing campaign will work to drive demand for California table grapes around the world,” said Nave.

  • California Table Grape Commission Expands Global Marketing Focus with Announcement of Chief Marketing Officer

    The California Table Grape Commission bolstered its global marketing focus with the promotion of Alyson Dias to the new position of Chief Marketing Officer.

    Dias is responsible for leading the development of an integrated, strategic, global marketing campaign targeting consumers and the trade in the U.S and export markets to motivate purchase of California table grapes. Her responsibilities include stewardship of the Grapes from California brand, directing consumer and trade research, and strategic campaign development to motivate movement of grapes to the marketplace and motivate purchase by shoppers.

    “Alyson is now responsible for overseeing the global marketing program which includes domestic and export markets and the leading of a larger marketing team,” said Kathleen Nave, president of the commission. “The success of such a vital and extensive marketing campaign calls for a dedicated individual to lead the effort; Alyson’s comprehensive background, and her keen and thoughtful attitude make her ideal for the role of CMO,” said Nave.

    Rachel Coelho (right) and Nick Nakashian (left) will fill two new positions within the established domestic and export marketing team of the California Table Grape Commission

    In addition to Dias stepping into her new role, Rachel Coelho and Nick Nakashian of the commission will fill two new positions within the established domestic and export marketing team, now led by Dias. Serving as Assistant Director of Marketing, Social Media and Influencers, Coelho develops and shares commission content and messaging on all commission social media platforms as well as manages social media influencer and retailer-tagged radio programs. Serving as the Assistant Director of Marketing, Content Development and Analysis, Nakashian is responsible for analyzing consumer response to commission messaging and using the learnings to shape content development in key communication areas.

    “Being able to bring all of the marketing elements under one umbrella is an important step forward to ensure the impactful delivery of key commission messaging around the globe,” Nave said. 

  • Scholarships Offered by California Table Grape Growers

    The California Table Grape Commission is pleased to announce three types of university/college scholarships now available to students in the table grape growing regions of California.

    Two types of scholarships are offered for field workers: one for $25,000 for those attending a four-year California university or college and one for $14,500 for those attending two years of community college followed by two years at a California university or college. A third type of $25,000 scholarship is for those interested in studying agriculture at a California university or college and building a career in the table grape industry. Three of each type of scholarship are available.

    The deadline for all scholarship applications is Friday, February 11, 2022 at 5 p.m.

    Scholarship applications are found here https://www.grapesfromcalifornia.com/community- outreach/.

  • Normal Volume Projected for CA Table Grape Crop, Supplies into January

    The California Table Grape Commission recently assessed crop volume and projected a final total of 109 million 19-pound boxes with shipments continuing into January.

    With 40 to 50 percent of the California table grape crop typically shipping after October 1, Kathleen Nave, president of the commission, notes that grapes are very definitely a fall and early winter fruit. “Grapes from California are stunningly beautiful, full of flavor and phytonutrients, and are both a healthy, anytime snack and a simple, awe-inspiring ingredient,” said Nave. Suggesting that fall is the time to search out new uses and try varieties that are unfamiliar, Nave recommends checking out the extensive collection of traditional and on-trend usage ideas at www.grapesfromcalifornia.com.

    In speaking about the crop, Nave noted that in July California table grape growers thought they had the third largest crop in history hanging in their vineyards but, recent assessments indicate the crop is in the normal range of 109 million 19-pound boxes, similar in size to the crops of 2014 through 2017. Noting that there comes a point when retailers can offer imported grapes to their customers instead of sticking with California-grown grapes, Nave said the commission will continue working with retailers to promote the crop and will encourage them to carry California grapes into January.