Earlier season set to catch Memorial Day, July Fourth

04/18/2014 12:47:00 PM
Melissa Shipman

The Mexican table grape deal should be solid for promotions, with volumes coming into the U.S. early enough for Memorial Day and lasting through July Fourth.

“It looks like, based on where we are right now,” that a Memorial Day ad will be on everyone’s minds. The retailers are already asking for it,” said Louie Galvan, managing partner, Fruit Royale Inc., Delano, Calif.

Atomic Torosian, managing partner, Crown Jewels Produce, Fresno, Calif., said the earlier season will allow for Memorial Day ads but won’t take away from Independence Day promotions.

“There will still be the majority of grapes harvested in June, lending itself to July Fourth ads,” he said.

However, the earlier season does help growers stretch the season to fit both significant promotional periods.

“We’re hoping to catch both holidays a little better this year,” Torosian said.

In addition, John Pandol, special projects director for Pandol Bros. Inc., Delano, Calif., said the holidays fall on alternate weekends with the last pay periods of the month.

“It should be a good marketing year because Memorial Day weekend and the last pay period in May are separate ad periods, as well as the last period in June and Independence Day,” Pandol said.

This schedule should allow for ample promotion opportunities.



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