As the London Produce Show prepares its second edition June 3-5, 2015, many American organizations are re-evaluating their positions in the European produce market. Some of these organizations have previously shipped to Europe but stopped, while some are already making great inroads and want to accelerate. Many of these American organizations are taking the plunge for the first time.
In this series of articles, exclusively on PerishableNews.com, we identify what is leading these companies to look closer at Europe.
++++++++++
Over 80 varieties of California-grown grapes available from May through January present buyers in the UK, Europe, African and Mideast with opportunities to expand their grape category offering to consumers. This, as well as promotional programs offered to motivate and support sales of California grapes in the 2015 season, is what Andrew Brown, California Table Grape Commission (CTGC) representative for the UK, will look forward to discussing with attendees who visit the Commission’s booth at the London Produce Show.
“The California table grape industry has exported to the UK and European markets for decades. Most of the major UK retail chains carry California grapes at some point during the season,” says Susan Day, the vice president of international marketing for the CTGC, headquartered in Fresno, CA. “California produces a wide variety of table grapes in all three colors (green, red and black) both seeded and seedless.
The UK is the largest export market for California table grapes in Europe. The UK ranked 8th in the state’s total table grape exports during the 2014-2015 season with 851,927 19-pound boxes, according to U.S. Department of Agriculture data provided by the CTGC. Total California table grape exports in 2014-2015 to 65 countries tallied 44.5 million 19-lb boxes valued at $857.6 million. During this same season, California harvested its second largest crop at 110 million 19-pound boxes and set a new record for crop value at $1.76 billion.
“The opportunity to grow exports to the UK and Europe are numerous. The California table grape industry produces varieties that are in high demand globally. Production in California has been consistent with new varieties that have been added to the selection via private and U.S. Department of Agriculture grape-breeding programs. Additionally, the Commission’s promotional program for export markets supports retail sales movement, helping to move volume off the shelves to the consumer during promotions, which helps reduce spoilage. Promotions implemented in 25 targeted export markets, including the UK, incorporated grape samplings in-store, special displays and display materials, and advertising in retailer-produced media vehicles and radio advertising,” Day explains.
In the future, Day says the CTGC sees an opportunity to target the foodservice sector in the UK as well as globally. This comes on the heels of tremendous success in an effort to gain increased usage of California grapes in the foodservice sector in the U.S. For example, Starbucks, a Seattle, WA-headquartered coffee company with nearly 22,000 stores in 66 countries including 17 in Europe, has included table grapes in two of its menu items: the Protein Bistro Box is packed with grapes, and the March 2015-released Thai-Style Peanut Chicken Wrap provides grapes as a side.
Similarly, the Cheesecake Factory, a 185-unit casual dining chain based in Calabasas Hills, CA, which operates seven restaurants in the Middle East, includes grapes in its 2014-released appetizer, Kale and Quinoa Salad. Additionally, Au Bon Pain, a 243-unit quick serve restaurant chain headquartered in Boston, MA, with franchise locations in India and Thailand, added a Brie, Cheddar & Fruit with Crackers Petit Plate last year that features red California grapes.
The CTGC is the promotional, educational, research and issues management arm of California’s table grape industry. Established by an act of the California legislature in 1967, the commission’s mandate is to promote the sale of fresh grapes by advertising and other similar means for the purpose of maintaining and expanding present markets and creating new and larger intrastate, interstate and foreign markets for fresh grapes.
Source: PerishableNews.com
