As total table grape supply continues to outstrip demand, the industry finds itself at a pivotal turning point. While high-flavor genetics and advanced growing techniques have pushed eating quality to record heights, experts say real growth will require end-to-end alignment.
By uniting breeders, growers, shippers and retailers to optimize every step from field to retail display, Nogales, Ariz.-based Divine Flavor says the supply chain can consistently put superior fruit in front of shoppers and lift consumption across the entire category.
But navigating this market dynamic takes far more than just planting superior grapes. It requires strategic supply chain alignment across international boundaries, disciplined regional handoffs, dynamic retail marketing and an unyielding commitment to flavor.
At Divine Flavor, two leaders are helping architect a solution to this challenge. Together, Antonio Escobar, table grape category manager, and Michael DuPuis, head of public relations and quality assurance, are demonstrating how a grower-shipper can leverage a multi-origin footprint across Mexico, Peru, Chile and California alongside high-flavor varieties like Autumncrisp to elevate the category, build year-round consumer loyalty and redefine what it means to be a modern table grape brand.
Aligning Genetics, Timing and Market Demand
The table grape category has undergone a revolutionary shift over the past decade. Breakthroughs in breeding programs have introduced varieties with unprecedented crunch, sugar levels and unique flavor profiles. However, as total volume across major producing regions rises, the market risks over-saturation unless grower-shippers act with deliberate strategy.
“I think one of the most important factors in today’s grape market is having the right varieties at the right time,” says Escobar. “Quality and flavor will always be priorities for Divine Flavor, but we also have to be strategic about how we align our growing regions, production windows and retail programs to make sure we’re offering the right products when consumers want them.”
Having extraordinary fruit in the cold storage facility is only half the battle. For premium grapes to command premium shelf space, supplier-retailer collaboration must start long before harvest.
“With the advancements we’ve seen in grape genetics, consumers have access to some of the best-tasting grapes the industry has ever produced,” Escobar notes. “However, having great fruit is only part of the equation. We also need to work closely with our retail partners to create opportunities that encourage consumption and help differentiate these varieties.”
To prevent high-flavor varietals from blending into generic commodity offerings on the store floor, Divine Flavor focuses on multichannel promotional activations. Escobar emphasizes that driving category growth requires engaging consumers through every available touchpoint.
“Whether that’s through promotional ads, point-of-purchase displays, in-store campaigns, digital marketing or social media activations, there are plenty of opportunities to generate excitement around the grape category,” he explains.
But no amount of marketing can fix a bad piece of fruit. Marketing may drive the initial purchase, but the physical eating experience dictates whether the consumer buys grapes again the following week.
“Ultimately, I believe it all starts with the eating experience,” Escobar says. “You can have the best promotional strategy in the world, but if the consumer doesn’t enjoy the product, they’re less likely to come back for it. Our responsibility is to consistently deliver exceptional quality and flavor, while making sure we have the right varieties available throughout the year. That’s how we build consumer loyalty and help grow the category rather than simply compete on price.”
Orchestrating a Seamless Multi-Origin Supply Chain
Maintaining a continuous, 365-day table grape program demands seamless transitions between diverse geographic regions. Divine Flavor’s grape footprint spans key growing microclimates across Mexico, Peru, Chile and California. Coordinating cultural practices, harvest timing and postharvest logistics across thousands of miles is inherently complex, yet it remains one of the company’s greatest strategic advantages, says Escobar.
“Having strong partners across Mexico, Peru, Chile and California gives us the flexibility to build a comprehensive year-round program,” he says. “But what really makes it work is the communication, trust and shared commitment to delivering the best possible product to our retail customers.”
Maintaining production across multiple growing regions also offers essential risk mitigation, says Escobar. If localized weather events or agricultural challenges impact a crop in one district, presence in alternative origins provides the operational flexibility needed to keep grocery shelves full without sacrificing standards.
That flexibility could prove particularly valuable this season as changing weather patterns, including potential El Niño impacts, add another element of uncertainty to South American production.
From a quality assurance standpoint, consistency across origins is the bedrock of brand equity.
“I think one of the most important aspects of our grower network is that we work with partners who share the same philosophy and commitment to doing things the right way,” says DuPuis. “That starts during our supplier evaluation and onboarding process. Before entering into a partnership, we want to understand not only a grower’s capabilities but also their mindset, their values and their commitment to quality, food safety and responsible farming.
“From there, we have established quality and packing manuals, product specifications, food safety requirements and other standards that help create consistency across our growing operations,” DuPuis continues. “Our quality assurance team works closely with our growers and field operations through regular communication, meetings, inspections and visits throughout the season.”
Transforming Retailers into Category Partners
For Divine Flavor, collaborating with retailers is about far more than just filling shelf space; it’s about building true category partnerships that elevate the entire consumer experience. As grape genetics advance rapidly, Escobar emphasizes that what was once considered niche is quickly setting a new baseline for quality.
“I believe we’re entering a period where many of today’s specialty grapes will eventually become tomorrow’s everyday staples,” he says. “The advancements in grape genetics have been remarkable, and we’re seeing varieties with better flavor, improved texture, greater consistency and longer shelf life. As these varieties become more widely available, consumer expectations will naturally continue to rise.”
To capitalize on this shift, suppliers and retailers must work hand-in-hand to manage product mix and maintain high standards across produce aisles, says Escobar, pointing to the strategic balance required to keep the table grape category both dynamic and dependable.
“When working with retailers, it’s important to find the right balance between varieties that generate excitement and those that provide consistent volume,” he says. “But I think the distinction between premium and traditional varieties will continue to evolve as the overall quality of the category improves.”
Central to this evolution is a shared commitment to freshness — the ultimate driver of customer satisfaction and repeat sales. Escobar highlights that delivering an exceptional eating experience consistently is the single largest growth driver on the horizon.
“Looking ahead over the next three to five years, I see one of the biggest opportunities for growth coming from improving the consumer’s eating experience, particularly when it comes to freshness,” he says. “When you walk into a supermarket, fresh, crisp, attractive grapes immediately stand out. Unfortunately, there are still occasions when consumers encounter fruit that has lost its freshness or doesn’t deliver the experience they expected. That can discourage repeat purchases.”
Ultimately, unlocking the full potential of the category requires seamless alignment across every stage of the supply chain, from seed to supermarket shelf.
“There’s a tremendous opportunity for breeders, growers, shippers and retailers to work together to improve how grapes are grown, handled, displayed and ultimately enjoyed,” says Escobar. “If we can consistently put fresher, better-tasting fruit in front of consumers, I believe we can create more demand and encourage greater consumption across the entire category.”
A Flavor-First Strategy
For Divine Flavor, building lasting consumer loyalty starts with a simple commitment: delivering exceptional taste every single time, says DuPuis. As the company shifts into its fall and winter import season, he says that product excellence remains the most effective form of marketing.
“One of the advantages of being a flavor-driven company is that when you consistently deliver a great eating experience, you’re already creating one of the strongest reasons for consumers to purchase your products again,” he says. “Consumers develop relationships with brands and products they trust. When they find something they enjoy, they want to know they’ll have that same experience the next time they purchase it. That’s why quality, freshness and flavor are always at the center of our strategy, regardless of the growing region or season.”
As sourcing transitions to South American growing regions like Peru and Chile, maintaining product standards requires close alignment with retail partners. Divine Flavor focuses on tailoring merchandising strategies to match specific retail programs and showcase what makes each variety special.
“As we transition into our South American grape programs, including Peru and eventually Chile, our focus is on maintaining that consistency while working closely with retailers to support their merchandising and promotional needs,” says DuPuis. “This includes aligning the right varieties and packaging options with their programs and identifying opportunities to highlight the unique characteristics of the fruit.”
Beyond flavor profile alone, today’s shoppers are increasingly drawn to how their food is grown and the values behind the brand. DuPuis says that telling a broader story around sustainable agriculture helps build deeper connections with conscious consumers.
“We also believe there’s an important story to communicate beyond flavor. Our commitment to organic production, non-GMO products, nutritional value and responsible farming practices reflects many of the attributes consumers are increasingly interested in when making purchasing decisions,” he says.
Ultimately, Divine Flavor’s goal is to turn everyday fruit purchases into a trusted brand experience.
“We want consumers to associate Divine Flavor with more than just a good piece of fruit,” DuPuis says. “We want them to recognize a brand that stands for quality, responsible agriculture and a consistently enjoyable eating experience. When we deliver on those expectations, we believe repeat purchases naturally follow.”
