Sun World plans to test market a high-end pack of Superior Platinum grapes as part of a multitiered marketing strategy, Robertson said. Grapes packed with that label will be the best in size and overall appearance, and they will be only a small percentage of the crop.
“Open the box and it’s perfect,” Robertson said.
Superior Platinum grapes will ship from Coachella in 18-pound boxes with specially designed graphics. The pack is expected to sell for significantly more than the market price for less-perfect grapes.