Commission helps retailers promote grapes

The Fresno-based California Table Grape Commission will lend a hand to retailers who want to promote California grapes this summer and fall.

“Consumers are always on the go these days, and it’s important to reach them as many different ways as possible,” Cindy Plummer, the commission’s vice president of domestic marketing, said in a news release.

To help accomplish that, retailers will have an opportunity to tag their stores in magazines, pre-roll video online and in traffic radio.

In the car, consumers can hear 15-second retailer tags with traffic radio ads for California grapes on stations throughout the country, Plummer said.

Tagging opportunities also are available in Food Network magazine ads and in online, pre-roll video spots for California grapes.

In-store, retailers will have access to point-of-sale materials like price cards and danglers, and display contests that encourage produce departments to draw attention to California grapes are slated for September through December.

“These display contests are a fun way to get retailers to promote California grapes and are an exciting incentive for consumers,” Plummer said. “The price cards and danglers also add a nice touch for both consumers and retailers.”

Retailers who want to reach customers online will have monthly social media content featuring recipes, photos, usage tips and health information about California grapes, she said.

Plummer encouraged retailers to advertise California grapes. Research shows front-page ads can generate a volume lift of 159%, she said.

She also suggested promoting multiple California grape varieties at the same time to create larger volume lifts.

“Since the majority of shoppers plan ahead before going to the store, it’s important California grapes are advertised frequently to get them on the list,” Plummer said.