“With in-country representatives actively marketing in 25 countries, the California Table Grape Commission’s international program focus is to work with retail chains to display and promote grapes from California,” she said. Colombia was added this year.
Among those activities are grape display contests and in-store sampling and chef events designed to motivate consumers to buy more California grapes, Day said.
This year, the commission has developed special point-of-sale material for the Mid-Autumn Festival, which begins Sept. 19, in China, Hong Kong, Vietnam and Taiwan. The commission also has developed material aimed at the Diwali, or festival of lights, in India that begins Nov. 3.
In addition, the commission produced a video and audio shoot with News Canada, a media distribution company, Day said.
The short video will be distributed to website and video content providers throughout the country, marking the first time the commission has partnered with News Canada on a video.
A similar radio spot, recorded in English and French, also will be distributed.
Canada is the top export destination for California table grapes, importing more than 11.1 million boxes in 2012.