Retail promotions and an intensive media campaign are in place to greet this fall's crop of California table grapes.
"We are expecting a good crop for the fall, both in quality and quantity," said Kathleen Nave, president of the California Table Grape Commission. "To meet that crop, we've put in place an aggressive promotion program targeting consumers throughout North America."
The commission is organizing fall promotions for California grapes in all 50 states and every province of Canada. "In every major market - well over 30,000 retail stores - there will be active promotions for California grapes," Nave said. Point of purchase materials, store advertising and fall-themed radio advertising are the key components of the commission's retail promotion plan. The radio advertising is targeted to primary grocery shoppers and reminds the listener of the large variety of fall grapes available in the local stores.
Reinforcing the retail promotions, an integrated media relations program is in place for television, radio and print media. A satellite media tour for television was just completed and a radio media tour begins in early October. For the radio program, appearances on local health, lifestyle and cooking shows are being scheduled.
"We strive to reach every consumer with the message that is most likely to encourage increased grape purchases," said Nave. "For people particularly interested in health, we're speaking about the potential for grapes to fight cancer, heart disease and cholesterol.