MEXICO - Building a calendar for table grape promotions combined with early planning can help ensure a seamless program through spring and into summer—especially with a partner like Giumarra Companies. As Fernando Soberanes, Vice President of Sales, Long Beach, shares, the team expects to supply excellent quality with promotional Mexican grape volumes in June.

“Overall, the current Mexican grape crop estimate is slightly lighter and earlier than last year. We will begin first arrivals around May 13,” Fernando shares. “The better we can anticipate volumes, merchandising needs, and promotional activities ahead of time, the more effectively we can cater to the needs of our retail and foodservice customers as a company. We suggest and encourage heavy grape promotions during the entire month of June!”

For that promotional calendar, here is what we can expect from Giumarra Companies as the season gets underway:

• Early Sweet™: available starting 5/13; promotional volumes 5/17–6/21
• ARRA Honey Pop™: available starting 5/20; promotional volumes 5/27–6/21
• ARRA Sugar Drop™: available starting 5/20; promotional volumes 5/27–6/21
• Flame Seedless: available starting 5/20; promotional volumes 5/27–6/14
• ARRA Passion Fire™: available starting 6/3; promotional volumes 6/10–7/5
• Summer Royal: available starting 5/27; promotional volumes 6/3–6/21

Currently sourcing table grapes from the state of Sonora, Mexico, Giumarra plans to have Mexican grape availability through the end of June.

“Our Mexican grape volume continues to increase, especially for our ARRA Passion Fire red seedless and ARRA Honey Pop green seedless premium varieties. All grapes are grown by the Salazar family of Videxport, our grower partner for more than three decades,” Fernando details. “Our Mexican grapes are Fair Trade Certified™ by Fair Trade USA and Giumarra is a Fair Trade Certified importer.”

Fernando notes that Giumarra works with additional Mexican grape growers to cover organics and other varieties not produced by Videxport.

As a component of its strategy to boost sales of Mexican grapes for retail partners, Giumarra provides comprehensive merchandising assistance, which includes point-of-sale materials showcasing the Salazar family.

Kellee Harris, Vice President, Retail Merchandising Services, notes that merchandising teams will regularly be in stores for key customers throughout the season, ensuring displays are fully replenished and set with educational signage where appropriate.

“Every retailer has a merchandising formula that works for its store layout and shopper demographics, and our goal is to offer solutions within their existing framework that help drive sales,” she says. “Depending on the retailer, this can include flavor information and powerful nutrition-focused messaging, as well as grower stories.”

Meeting the needs of its customers is an area where Giumarra Companies thrives, and that includes keeping customers informed of any fluctuations in the market to help all parties manage expectations and strategies.

“The challenge for our industry remains the same. Only 25 percent of the total volume comes in May, and the remaining 75 percent comes in June. It really is a race to the finish line before grapes get started out of the San Joaquin Valley in California,” Fernando concludes.

As spring creates more opportunities across the fresh produce department, keep checking back with AndNowUKnow for the premium categories that drive sales increases and success.