Grape group’s pandemic message: California Goodness Matters

The California Table Grape Commission, Fresno, has a multi-media promotion California Goodness Matters, asking consumers to support the state’s growers during the COVID-19 pandemic.

The campaign, which lasts into the fall, will use a number of avenues to reach consumers, including radio commercials, social media outreach and advertising, along with a series of messages for retailers. The promotion’s focus is that it’s important to support the farming communities in California that grow 99% of the table grapes in the U.S.

“Goodness in all forms matters now more than ever,” Kathleen Nave, president of the California Table Grape Commission, said in a news release. “Recognizing that the decisions we make as consumers make a difference in the livelihood of others and in the economic survival of small rural communities is what the California Goodness Matters campaign is about.”

The campaign uses radio ads in English and Spanish in California, with chef Aarón Sánchez in a 15-second Spanish-language ad.

The next phase of California Goodness Matters includes two more radio ads about healthy eating, one with Sánchez, and one with Amy Brown, co-host of The Bobby Bones syndicated show that’s on more than 150 country music stations.

Sánchez and Brown will talk about California grapes and the ways in which California Goodness Matters through social media.   

Buying California grapes rather than imports or packaged snacks is making a decision to support California farmers and workers during a difficult time, Nave said in the release.

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