California Table Grape Commission sees expanding exports in 2023 season
With its 2023 export marketing campaign, the California Table Grape Commission plans to expand international demand for the state's table grapes in key markets.
The 16 target markets for the 2023 season represented just under 95% of export volume from June through December 2022, according to a news release.
Despite a variety of global export challenges, several target market countries increased in volume and market value in 2022 compared to 2021:
- El Salvador
- Hong Kong
- Indonesia
- Mexico
- New Zealand
- Vietnam
“In spite of labor and shipping challenges, and inflation and the value of the dollar, California table grapes still found success in export markets last season,” California Grape Commission President Kathleen Nave said in the release. “In 2023 the commission is determined to capitalize on that success and plans to expand market share of California table grapes in the target export markets."
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The 2023 campaign focuses on retail promotions, including a variety of retailer incentives. Digital retail promotions are planned throughout the target export markets.
Wholesale promotions are planned in select markets to reach smaller retailers with promotional activity.
Campaign expansions include shopper app and social media advertising in all markets, plus work with influencers and retailer-tagged television in select markets. Promotional activities align with high-volume months in each market, according to the release.
“While there still may be challenges ahead for global exports, the 2023 export marketing campaign will work to drive demand for California table grapes around the world,” Nave said in the release.
