WELLINGTON: Exports accounted for 34% of California table grape production in 2015-2016, when 37.9 million 19-pound boxes were shipped to more than 60 international markets. That was down from typical amounts of 40% to 42%, but exports are expected to return to that level in 2016. “Last year was probably the lowest percentage of volume exported in a number of years,” said Kathleen Nave, president of the Fresno-based California Table Grape Commission. “In some markets the exchange rate made a big difference, and we had weather issues at difficult times. This year we expect exports to be back up to 40% to 42%.”
In the U.S., grapes are the third most popular fruit among consumers, according to a survey by Fresh Trends. The fruit also has a strong presence abroad. Canada remained the top export market with 11.3 million 19-pound boxes, followed by Mexico at 5.7 million and China – including Hong Kong – at 3.5 million.
The other top 10 export markets, in order, were the Philippines, Taiwan, Indonesia, Australia, South Korea, Malaysia and Japan. Seven of the top 10 are in Asia. Exports to Central America, Colombia and Dominican Republic were at 2 million 19-pound boxes. Marketing plans for the 2016-2017 season of California grapes, which began in May and ends in January, are in place at the California Table Grape Commission. “We are expecting another strong year for California grape exports,” said Susan Day, vice president of international marketing for the Fresno-based commission.
Retailers in all export markets will be targeted with promotions to spur handling of the fruit in chain-wide, season-long promotions. Those promotions are wide-ranging and can include sales challenges for produce managers, display contests, in-store samplings, in-store radio advertising, chef demonstrations at point-of-purchase, themed holiday promotions in-store, advertising in retailers’ own magazines and customer mailers, and point-of-purchase materials including display bins and mascots.
Themed promotions offered to retail chains include the Moon Festival in China, Taiwan and Vietnam; Halloween in New Zealand; Diwali in India and Singapore; plus Father’s Day in Thailand. Later in the year, holiday promotions for Christmas and New Year will be conducted with retail chains in Mexico, Central America, Colombia and Dominican Republic, plus the Philippines. Campaigns aimed at consumers and media will be launched in several cities in mainland China to encourage journalists there to write stories about the attributes of California grapes. Consumers will receive educational information during the promotions.
