July just got a lot juicier. Bakersfield, Calif.-based Sun World is launching its new, red seedless grape brand, named Ruby Rush, with licensed growers reported to be harvesting Ruby Rush grapes this month in the U.S., Italy, Spain and Israel, according to a news release.
What’s more, the new varietal brand will be used to identify a range of similar red seedless grape varieties, the first of which is called sugrafiftythree, said the release.
“[The sugrafiftythree grape variety] offers Sun World growers around the world a sustainable red grape with natural color development, better yields, less input cost and great post-harvest attributes,” Sun World’s Table Grape Breeder, Paola Barba, said in the release. “The initial variety sold under the ruby rush brand is a ‘new generation’ red grape that is expected to be an ideal replacement for traditional early-season red seedless grapes like flame seedless and other red varieties throughout the season.”
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Currently, Ruby Rush brand grapes can be sourced from the U.S., Spain, Italy and Israel with additional vineyards being prepared by Sun World licensees in another ten countries, according to the release.
The new variety is versatile, VP of Marketing, Jennifer Sanchez, said in the release.
“[Ruby Rush grapes are an] easy treat during the day or paired with your favorite cheeses on a party platter or even frozen as part of an indulgent dessert. Not to mention, their juicy, alluring shine makes for a beautiful addition to any plated experience,” Sanchez said.
To support the launch, Sun World has developed a full suite of branded retail marketing materials splashed with vibrant red, white, and green coloring that includes branded packaging, point of sale materials, brand seal for private label packaging and print and digital ad templates, according to the release.
