Giumarra looks for bigger volume, similar timing compared with 2020
Giumarra’s Mexican spring grape deal will feature bigger volume and similar timing compared with last season, according to Tom Wilson, sales manager for Los Angeles-based Giumarra Cos. “We have substantial production in Guaymas (early season), Hermosillo (mid-season), Carbo (mid- to late season) and Caborca (late season),” he said. Giumarra will have a 20% to 30% increase in volume compared to last season, most of which is in new premium proprietary varieties, he said.
First harvest is expected to be May 8-10, with early Sweet Green seedless, followed within a few days by light volume of flame seedless and Summer Royals. Volumes are expected to increase the week of May 17 and continue to increase week to week.
Peak volumes will be the last week of May and the first two weeks of June, Wilson said. All of June will have a very good supply of all three colors, with the finish of the season expected in mid-July. “Growing conditions have been relatively good, just a bit cooler than normal, resulting in the start of the season being delayed,” Wilson said.
New varieties
Wilson said new premium proprietary varieties will continue to grow in volume, in all regions of the world, and the traditional varieties will continue to decrease. “Some conventional varieties will only survive because they can be produced in niche time frames,” he said. “Once newer varieties are developed to cover those time frames, then all the conventional varieties will be relegated to retirement or possibly a secondary market other than retail.”
Retail push
Starting in late May through mid-July, front- and back-page ads and big fresh displays of grapes prominently displayed in the produce section with secondary displays in other parts of the stores can spur retail sales, Wilson said. “We have also seen the added cash register rings that adding clamshells to the dominate displays of bags has brought during the COVID-19 pandemic and the perception some consumers have that the clamshells may be safer or at least less handled by other consumers,” he said.
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