Proprietary grapes offer marketing advantages - The Packer

Proprietary grapes offer marketing advantages

08/05/2014 11:13:00 AM
Vicky Boyd

RICHGROVE, Calif. — Although public table grape varieties, such as autumn king and autumn royal, still dominate the market, an increasing number of grower-packers have introduced proprietary selections along with varietal marketing programs.

Chance Kirk, director of retail and foodservice sales, says the Sweet Sunshine proprietary green grape has a price point that makes sense for both Vincent B. Zaninovich & Sons and retailers.Vicky BoydChance Kirk, director of retail and foodservice sales, says the Sweet Sunshine proprietary green grape has a price point that makes sense for both Vincent B. Zaninovich & Sons and retailers.One of those is Richgrove-based Vincent B. Zaninovich & Sons, which is bullish on the green Sweet Sunshine. Developed by Bakersfield-based International Fruit Genetics, the variety is known for its large berry size, crunchy texture and high sugar levels of at least 20 degrees brix, said Chance Kirk, director of retail and foodservice sales for VBZ.

“You compare this to a thompson (seedless), and it’s a no brainer,” Kirk said. “We have major retailers in exclusive arrangements. It has the right price point for us, and it makes sense to go for a grape that other people don’t have.”

Sweet Sunshine hits the market in late summer before the autumn king.

VBZ expects to see volumes of the conventionally grown variety increase about 25% this season as younger vineyards come into full production, he said. In addition, the grower-packer has it in a certified organic program.

VBZ has designed an entire branded marketing campaign around the Sweet Sunshine, complete with bags that differentiate the variety from generic green grapes, cartons and retail display bins.

One of the challenges in growing proprietary varieties is learning the right cultural practices that will enhance the grape’s desirable attributes, Kirk said.

With Sweet Sunshine, for example, he said they found that drip irrigation alone couldn’t satisfy its satiable thirst. With the heavy crop set and large berry size, growers have to augment the drip with furrow irrigation.

Growers also have to be patient with sugar levels and not pick too early or the eating experience will be disappointing, Kirk said.

But VBZ isn’t the only grower-packer adding proprietary varieties.

A few years ago, Bakersfield-based Sun World International LLC beefed up its proprietary late-season grape program.

Courtesy Sun World InternationalThe red Scarlotta Seedless is the flagship, coming into the market in mid-September with a crisp texture, high brix and large berry size, said Gordon Robertson, executive vice president of sales and marketing. It stores well, and last year shipments went into mid-January without any quality issues.

In addition to grab-and-go bags and clamshells identifying the variety, Sun World also will offer point-of-sale material and merchandising bins for retailers.


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prashantnimse    
August, 06, 2014 at 01:41 AM

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