Sun World offers black grape sales tip

Bakersfield, Calif.-based Sun World International reports that retailers are seeing success by promoting black grapes by themselves.

The company asserts that this practice has contributed to category growth, market share growth and better margins, according to a news release.

Sun World stated that black grape category share has been growing and is expected to continue to increase.

“Currently, we see 40% of all grape sales are on promotion,” Sun World executive vice president Gordon Robertson said in the release. “Customers that are running black-only ads are seeing category lift and improved margins. These ads are not intended to replace a red or green ad, but to be a best practice of balancing the amount sold on promotion while improving sales and margin.”

The company states that black grapes have a 10% share of the category for the most successful retailers, contrasted with a 7.1% share across the board.

Sun World offers numerous proprietary black grape varieties, including Midnight Beauty, Sable Seedless and Adora Seedless.