California table grapes are once again headed for another strong year of retail promotions in Canada. During the 2000 season, the California Table Grape Commission assisted with more than 100 retail promotions and the number of promotions for 2001 is expected to be even larger.
“Canada has always been a strong market for California table grapes,” said Kathleen Nave, president of the commission. “But in recent years, we've been able to forge strong alliances with Canadian retailers and distributors. As a result, we have more retailers promoting California grapes more often.”
The commission's director of advertising and merchandising, Dennis James, recently was elected to the board of directors for the Canadian Produce Marketing Association. “The California table grape industry's commitment to the CPMA has made a big difference in the ability to reach out to retailers, distributors and consumers in Canada,” said James.
In the June issue of Chatelaine, Canada's premiere women's magazine, a California table grape recipe is featured as part of a CPMA “5 to 10 a day” produce promotion. The Toronto Sun newspaper also ran a two-page feature on California table grapes as a result of the commission's outreach to newspaper food editors.