An international marketing campaign led by the California Table Grape Commission looks to retail promotion to increase export demand across 16 countries.
The target markets represent 94.4% of U.S. table grape export volume from June through December 2022.
The campaign has a focus on retail promotion, with wholesaler outreach planned to reach smaller producers with promotion activity. Digital retail promotions are planned throughout the target export market to connect with consumers.
The effort also features expansions for social media advertising, a digital shopper app, influencer collaborations and retailer-tagged television.
Markets in El Salvador, Hong Kong, Indonesia, Mexico, New Zealand and Vietnam increased in both value and volume in 2022. The positive growth comes during a period of extreme 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 Kathleen Nave, California Table Grape Commission president.
“In 2023 the commission is determined to capitalize on that success and plans to expand the market share of California table grapes in the target export markets,” she added.
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Approximately 99% of U.S. table grapes are produced in California, including 81 varieties that come in three colors — red, green and black. A majority of the crop is produced in the San Joaquin and Coachella valleys.
Thirty-seven percent of the crop’s $2.14 billion value in 2021 was exported to 56 international markets, according to the commission.
“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,” Nave said.
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