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merchandising review grapes
n EXCITEMENT ABOUT INNOVATION
Cotton Candy, Moon Drops, Scarlet Roy- al Reds, Sweet Globe, Sweet Celebration, Magenta are all innovative new varieties that expand the flavors, colors and textures in the grape display. Representing just a fraction of overall sales, specialty grapes offer a bright spot, with 2018 growth of about 35% in both dollars and pounds.
“The specialty segment is less price-sensitive and is additive to the grape business without replacing main- stream grape sales,” explains Jim Bea- gle, co-owner of Grapery in Shafter, CA. “Their unique flavor profile and appear- ance are strong selling points, although
their higher price means they’re unlikely to be seen in everyday, low-price stores.” “The newer varieties of grapes are reshaping the business in some regards because they are a better size and have a different taste profile from what was available in the past,” says Derrick Jen- kins, vice president, produce/floral divi- sion, Wakefern Food Corp. in Edison, NJ. “Overall, I think grape category sales have grown because these new varieties have extremely unique flavor profiles and tre- mendous eating quality. It’s an exciting time, with more and more new varieties of grapes hitting the market all the time.” pb
out different varieties and look to expand growing regions in places such as Mexico and the Peruvian desert. This gives suppliers more flexibility and consumers more choice.”
SPACE AND MIX STRATEGIES
Bigger displays are better for grapes. Research conducted several years ago by the California Table Grape Commission showed that displays of more than 25 feet can increase sales up to 63% more than 18-foot displays, catching the eye of both intentioned and impulse buyers. The optimal display includes bagged grapes stacked no more than three layers high and clamshells stacked up to six layers high, depending on weight. Refrigeration is optimal.
“In our store, grapes used to be a small display, but now they are center stage with allcolorsdisplayedtogether,”saysSelletto of Food Circus. “Domestic grapes sell better than imported, so they’ll get signage and a display to themselves. Also, organic grapes do very well when available. We will put them in a front-end display side by side with conventional so that shoppers don’t have to go to a different section of the produce department for organic.”
Imported varieties can be showcased with
other fruit from the same country. “A number of retailers build large Chilean-themed fruit displays that include grapes also incorporate demos and recipe cards,” says Brux.
The evolution of the grape industry from seasonal in three colors to year-round with overlapping varieties calls for distinguishing one variety from another. Industry veteran Spezzano observes, “Retail has to make decisions about which varieties to carry. A display could include one value-priced grape in each color plus addi- tional varieties that the produce team really likes in terms of flavor, size, and brix within each color. Then it’s important to describe the sensory characteristics of the grape — for example, big, crunchy and sweet. Consumers also respond to signage with stories about the grower, say, a third-generation farmer whose family farmed grapes on an island off Croatia.”
SEASONALITY OF MARKETPLACE
With the exception of a few weeks over the course of the year — typically in February and early May — consumers readily can purchase grapes year-round. Fain of Agrono- metrics explains that grapes sold in the U.S. market come from Chile in December to April, Mexico from May to early July, Cali- fornia from July into December and Peru from October to February or March.
“In early spring, grapes typically are coming out of storage from Chile and Peru,” says Brux. “This year, due to a number of factors that included the high volumes of California grapes still in market at the end of 2018, Chile shipped more volume later in the season. We typically have the strongest promotion focus in February and March, but this season it was March and April.”
“What distinguishes Mexican from U.S. grapes primarily is timing,” notes Earl McMenamin, Mexico program manager for Pacific Trellis Fruits in Los Angeles. “Mexican grapes are available after the last imported grapes and before California harvest starts up in July, although expansion of growing regions is lengthening the season for Mexican grapes. The 2019 grape crop from Mexico is up 34% from 2018.
According to McMenamin, “Standard varieties still prevail — Flames for red grapes, Sugarones for green and Summer Royal for black. Newer varieties have been planted over the past few years, increasing the volumes and in turn helping with promotions to move these larger volumes. Mexican grapes have moved away from being seen as a purely transitional solution but instead have come into their own as they gain popularity across the United States.” Pacific Trellis recently introduced a black seedless JAM grape that is cultivated in Brazil and available in the winter, as well as in May and June.
Fain says, “Buyers for retail chains can track the season’s supply and follow data on this year’s harvest rather than relying on data from last year. For example, this year’s crop from Mexico is particularly large and offers traditional varieties, along with a greater variety of shapes and flavors in proprietary grapes. These include a larger size, intensely colored red seedless and a sweet, large elon- gated green seedless. Organic varieties also are on the rise.”
MANAGE MARKETING
Marketing suggestions from the Cali- fornia Table Grape Commission aim to help
100 / JUNE 2019 / PRODUCE BUSINESS