Giumarra adds Mexican grapes to its Mystic line

The Giumarra Cos., Los Angeles, is expanding its line of Mystic brand grapes to include grapes from Mexico.

The line originally was red seedless grapes from Chile, and expanded earlier this year to include Peruvian and Chilean red, green and black seedless grapes. Giumarra will have promotable volumes of all three colors in late May, according to a news release.

The line includes the red seedless Mystic Treat, green seedless Mystic Sweet and black seedless Mystic Pearl. They are available in 2-, 3- and 4-pound clamshells.

“We are evolving our Mystic line to offer customers the continuity of a high-quality, trusted brand identity for all grape seasons, and we are excited to add our flavorful Mexican fruit to the program,” Fernando Soberanes, director of Long Beach (Calif.) operations for the Giumarra Cos. “Our goal is to deliver a superb eating experience to consumers throughout the season.”

The company this year began packing 10 2-pound clamshells to a case instead of eight to a case. The 2-pound package is the line’s “flagship” size, according to Giumarra Bros.

“We foresee clamshells of all sizes becoming increasingly important in the grape category given the current retail environment surrounding the COVID-19 crisis,” Kellee Harris, Western Region business director, said in the release. “Clamshell packaging connotes quality and because it is a sealed pack, dissuades shoppers from touching the fruit prior to purchase. Clamshells also work well when merchandised next to bagged grapes, providing consumers with more options to ensure grapes are in the shopping cart at checkout.” 

The company’s spring grapes are grown in Sonora by Videxport, and are certified by Fair Trade USA.

The Mexican grapes will ship through June.

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