Four Ways to Score California Grape Sales

Retailers can boost sales by focusing on flavor and variety.

The old saying, “they buy with their eyes, but repeat on the way it eats” certainly rings true for fresh grapes. Flavor, crunch, size, and quality are key consumer drivers, according to Mitch Wetzel, vice president of sales at Sunview Marketing International, in Delano, CA. “Retailers are increasingly focused on fruit that creates repeat purchases as the industry shifts away from simply supplying grapes 365 days a year. It’s got to taste good. It’s got to bring that person back.”

Fresh grapes accounted for 5.3% of total produce dollar sales during the 52 weeks ending March 28, 2026, generating $5.1 billion in dollars out of $96.8 billion in total produce sales, according to NielsenIQ Retail Measurement data from NielsenIQ.

“Grapes are a major driver of produce sales for us, typically representing 6% to 8% of total department sales depending on the time of year and availability,” says Mike Roberts, vice president of produce operations for Harps Food Stores, a 178-store chain headquartered in Springdale, AR. “It’s a staple item that’s consistently on the customer’s shopping list, and it commands a significant amount of space in our department — both in our fruit sets and as a feature display. It’s one of those core categories that you can always count on to generate volume.”

As the California grape season kicks off, it’s a great time to look at how availability, both volume and varieties, is shaping up and the best ways to sell more of this sweet, crunchy fruit at retail.

1. CAPITALIZE ON AN EARLY START

California’s Coachella Valley table grape harvest began in late April 2026, about 20 days ahead of its traditional May start. “California saw the earliest table grape bloom on record in 2026,” says James Benson, vice president of sales and marketing for Bari Produce, in Fresno, CA. “We should see grapes harvesting in the Central Valley by mid- to late-June. Even if cooler weather slows us down a bit, we will still be well ahead of normal.”

This early forecast means that retailers can bring California grapes in earlier, for early summer, and include them in July 4 promotions, according to Ian LeMay, president of the California Table Grape Commission, in Fresno, CA. LeMay also cited a U.S. Attitude & Usage Study conducted in December 2025, that found 79% of primary shoppers bought grapes in the past three months. “Most grape purchasers buy a few times per month (37%) or weekly (27%), so retailers should build a consistent weekly California grape rhythm for more repeat purchases.”

Retailers have the biggest opportunity from late July through October. That’s when supply is more consistent, quality is at its peak, and the full range of offerings is available, says Elena Hernandez, director of global marketing insights for Sun World International, in Bakersfield, CA. “From a strategy standpoint, this is also when retailers can move beyond transactional promotions and lean into building repeat. When the product is performing at its best, it’s the ideal time to reinforce the experience and give shoppers a reason to come back, not just trade in.”

2. COLOR SELLS & SO DO VARIETAL NAMES AND BRANDS

“Color is still the primary way most customers shop the category — green, red or black,” says Harps Food Stores’ Roberts.

Green/white grapes account for 55.5% of total grape dollar sales and are also the strongest growing segment at +5.8% year over year (YoY), according to NielsenIQ Retail Measurement data. Red grapes represent 35% of grape sales, but are declining -6.6% YoY. Black/blue grapes contribute 4.1% (-0.8-point share) of total grape dollars and are the weakest performing major type, with sales down -16.7% YoY. Remaining grapes account for 3% of grape sales, with relatively flat performance.

“It used to be Thompsons until Thanksgiving, then Autumn King. Now, for green grapes, Autumn Crisp has started to replace the Thompsons,” says Nick Dulcich, co-owner and president of Pretty Lady Vineyards, in Delano, CA. “There are some good red varieties like Ruby Rush in the early season and Scarlotta in the late season. Many stores are dropping black grapes. Adora is difficult to grow and color, and has a lower demand. Autumn Royal is still around, but dwindling.”

However, Adora black grapes have performed well in the Pacific Northwest, according to Jason Kazmirski, retail specialist at Charlie’s Produce, in Seattle, WA, which supplies independent retailers and larger chains.

“The large Adora grapes generated strong excitement once shoppers saw them. We went from having a couple of hundred cases on hand to nothing the next day. I think it’s all about visual merchandising and the impact of oversized fruit. The same is true of jumbo green grapes.”

There’s a growing shopper awareness around specialty varieties and branded grapes, says Roberts. “Varieties like Cotton Candy continue to grow in popularity, and newer items like Moon Drops and Candy Hearts are gaining traction, as well. As customers try these products, they tend to come back looking for them again.”

Varieties like Autumncrisp, Sweet Globe, Sweet Celebration, Candy Snaps, Candy Hearts, and Cotton Candy continue to drive excitement thanks to their flavor, crunch, and consistency, says John Cymbal, co-founder and chief marketing officer of Molly’s Grape & Citrus Company, headquartered in Midland, MI, with operations in Bakersfield, CA, which sells under the Molly Pop brand.

“In the San Joaquin Valley, we are introducing Bebop red seedless grapes, a vibrant midseason variety featuring large berries, lively fruit flavor, and outstanding crispness.”

Branding is taking on a larger role in the grape category.

“A brand, when a consistent eating experience backs it, gives retailers a way to promote with more confidence. It shifts the message from ‘grapes are on sale’ to ‘this is what you can expect,‘“ says Sun World’s Hernandez. “We’ve seen this play out in retail environments. In one recent example, a premium branded grape program drove a 90% increase in sales and lifted the total grape category by 25% during the launch window.”

Branding will continue to grow in the grape category, says Sarah Deaton, director of marketing for Sun Pacific, in Pasadena, CA. “Grapes are evolving from a commodity into a branded, experience-driven category, and that is why we are launching our own brand — Famous Vineyards.”

Private-label grapes are a trend that’s been rolling for a while.

“Both store brands, like Albertson’s, use Signature label, or private brand owners like the Welch’s program, which has been around for about 30 years, are used,” says John Pandol, director of special projects for Pandol Bros Inc., in Delano, CA, which is one of the country’s top 10 grape producers. “Some use a private label with a regular spec, some as a premium offer, some as a value offer. Sometimes the brand is no brand at all, with a clear bag showcasing the beauty of the natural grapes instead of some graphic design.”

What’s notable, Hernandez adds, “is that demand for higher-quality, more differentiated grapes is growing across all regions, not just traditionally premium markets. That tells us this isn’t a niche shift. It’s a broader reset in how shoppers think about the category.”

3. GROW SALES WITH ORGANIC

Over the past five years, organic grape volume has grown by 18%, easily outpacing its conventional counterpart, says Piers Hanbury, executive director of category development for Oppy in Coquitlam, British Columbia. “Notably, while over the past two years organic grapes enjoyed a 21% surge, year-over-year organics are down 2.3% in volume, highlighting a potential ceiling for this category. This downward trend over the past 12 months is regionally diverse, with New England declining more than other regions.”

From a seasonal standpoint, organic grape availability is strongest during the California season, summer through fall, with peak promotable volumes typically landing in late summer, says Deaton.

4. SELL MORE

“Grapes are a high-impact category from a merchandising standpoint. They take up a large section in our set, and we also feature them as a primary display item throughout the department,” says Harps Food Stores’ Roberts.

There’s no one-size-fits-all in assortment. “Assortment is all over the board, with programs based on 3 to 5 SKUs and others with 10 to 20 SKUs,” says Roberts. “For example, some retailers have 3 colors of a premium grape, 3 of a value grape, 3 colors of an organic, 3 colors of a 2 or 3 pound clamshell, and between 0 and 6 specialty grape offerings at different times.”

Pandol adds, “Consider the 52-week order guide versus the LTO approach. No law says a store can’t have 2 SKUs in May, 8 in July, and 14 in September. And, never merchandise a bigger set than the stores can merchandise. That is setting your stores up for failure. Incremental grape sales are highly impulse-driven. Do not ‘set it and forget it.’”

Point-of-sale marketing can be effective at drawing consumer attention to specific varieties, flavor profiles, and recipes, says Megan Gorgisheli, vice president, marketing administration and brand for The Giumarra Companies, Los Angeles, CA. “Where appropriate, sampling is a great way to introduce shoppers to new varieties.”

Elevate grapes as a snack solution by creating visually engaging “snack pairing” destinations that combine grapes with cheese, nuts and deli items, according to David Watson, senior vice president of sales and marketing for Fresh Farms, in Rio Rico, AZ. “This way, retailers can drive incremental sales and increase basket size.”