Bakersfield, Calif.– Grape category leader Sun World International, LLC finds retailers are reporting category growth, market share growth, and improved margins through a key strategy of running black only grape ads.
Most recent sales data from the 2017 domestic season shows black grape category share has grown from 6.3 to 7.1 percent over the past five years, and Sun World anticipates this growth will continue, if not accelerate. Today, top-performing retailers have a 10 percent share of category for black grapes. This is a trend demonstrating the best practice of promoting black only grape ads to drive category growth.
“Currently, we see 40 percent of all grape sales are on promotion,” Sun World executive vice president Gordon Robertson said. “Customers that are running black only ads are seeing category lift and improved margins. These ads are not intended to replace a red or green ad, but to be a best practice of balancing the amount sold on promotion while improving sales and margin.”
Sun World’s lineup of proprietary black grapes includes industry leading varieties MIDNIGHT BEAUTY®, SABLE SEEDLESS® and ADORA SEEDLESS® brand grapes. SABLE SEEDLESS® brand grapes are known for their special Muscat and tropical flavor profile. MIDNIGHT BEAUTY® brand grapes fill the early-season gap and impress with large berry size and full-bodied sweetness. ADORA SEEDLESS® brand grapes compete with other late season blacks with delicate sweetness and exceptionally large size, giving them the description of a “two-bite” grape.
To learn more about Sun World’s grape varieties and product offerings, visit https://www.sunworld. com/types-of-grapes.
About Sun World International – Sun World International, LLC, first sunk its roots into the produce business in 1976. For over 40 years, we’ve connected our farms to families around the world through the sweetest, best quality red, black and green seedless proprietary grapes. In addition to a focus on flavor, Sun World is deeply committed to the use of safe, sustainable and fair farming practices and licenses its proprietary varieties to like-minded growers and marketers in major grape growing regions around the world. Learn more about Sun World’s commitment to Better Farms and Better Flavor at Sun-World.com.
Source: Sun World International