Key Ways to Buy and Sell More Spring Grapes

The grape category is the 10th fastest-growing fresh category in the supermarket.

Getting caught without grapes on the produce department’s shelves doesn’t pay. When compared to 2019, the grape category ranks as the 10th fastest-growing fresh category in the supermarket, at +20.8% and valued at $1.7 billion, according to the report, Produce & Floral: 2024 Year in Review & 2025 Outlook, Dec. 12, 2024, using Circana Integrated Fresh data.

What’s more, grape customers are great shoppers. The average basket size with grapes is worth nearly $99.47 to a retailer, based on Circana data from the Global Grape Convention, held in August 2024.

Yet, springtime, when fruit supply transitions from growing regions across three major areas — South America, Mexico and Southern California — can be the trickiest time of the year for retail buyers to ensure stores are well stocked with high-quality fruit.

“We source fresh grapes from a mix of regions to ensure availability and diversity, as well as ripeness and sustainability,” says Chris Harris, category director of produce and floral at New Seasons Market, a 22-store chain headquartered in Portland, OR. “In spring, Mexico offers early-season grapes, while Southern California provides locally sourced options as the season progresses, ensuring we have a consistent supply for our customers.”

SOURCES & FORECASTS

The biggest challenges in sourcing spring grapes from South America, Mexico and Southern California include rising production costs, labor expenses, transportation challenges, and supply chain logistics, according to David Watson, senior vice president of sales and marketing for Fresh Farms, in Rio Rico, AZ, with additional offices in Mexico and California.

However, Watson adds, “these challenges can be turned into opportunities by building stronger partnerships between U.S. retail buyers, merchandisers, and growers, ensuring a more reliable and consistent supply chain.”

He says retailers that establish long-term programs with growers benefit from better planning and fewer disruptions than those purchasing weekly. “With proactive planning, these obstacles can be managed effectively, ensuring a smooth and steady supply of high-quality grapes.”

SOUTH AMERICA

The South American table grape export deal to the U.S. typically starts in northern Peru in October or November and runs through March or April, with Chilean fruit beginning in December and finishing in May.

“This year, we have had an overlap from Peru to Chile and are expecting another overlap from Chile to Mexico in May, followed by an overlap from Mexico to California,” says Fernando Soberanes, the Long Beach, CA-based vice president of sales for the Los Angeles, CA-headquartered Giumarra Companies.

The challenge is finding different ways to promote grapes and keep consumers engaged in repeat grape purchases weekly to keep product moving and fresh during these supply-exceeds-demand years.
— Fernando Soberanes, vice president of sales, Giumarra Companies, Los Angeles, CA

That said, Soberanes says Giumarra will have heavier volumes of green seedless grapes arriving from Chile right before the marketing order on April 10, and red seedless in-bound volumes are expected to stay consistent through early May, weather permitting.

The USDA marketing order requires that imported seedless grapes arriving in the U.S. on April 10 or later meet a U.S. No. 1 minimum grade, size and maturity requirements.

Peru offers a niche crop of organic grapes, says Mike Asdoorian, part owner and in buying and sales for DLJ Produce, in Long Beach, CA, which sells its grapes under the premium Razzle Dazzle and Eat Well brands.

Before entering the U.S., Chile must fumigate its grapes with methyl bromide, so this fruit can’t be sold as organic, he explains. “However, there’s a systems approach underway in Chile as an alternative to fumigation, and we may see non-fumigated fruit from this country in the next three to five years.”

Newer growing regions in South America are helping fill supply gaps during this spring period.

“Brazil’s tropical regions begin their first harvest around April with new varieties like the Ruby Rush, a grower-friendly alternative to traditional early-season reds,” says Dane Joubert, senior marketing manager for Bakersfield, CA-headquartered Sun World International LLC. “In Northern Peru, growers have optimized a second Scarlotta Seedless crop harvested in March/April, achieving success. However, volumes remain limited.”

The opportunity for retailers lies in leveraging branded programs to elevate the grape category and drive premium sales. Higher perceived value enables better pricing and margins compared to unbranded offerings.
— Dane Joubert, senior marketing manager, Sun World International, LLC, Bakersfield, CA

Joubert says Sun World’s Autumncrisp brand of green seedless grapes are harvested in South Africa until March, while Chile extends its season into early April, depending on weather conditions.

The Southern Hemisphere table grape season transitions to the Northern Hemisphere from April through June, although this changeover can swing up to three weeks, depending on the year and growing conditions. It’s also common for retail buyers to simultaneously source late-season red grapes from Chile and early-season green grapes from Mexico.

“The fruit, its quality, tells us what to do,” says William Kopke, managing director of William H. Kopke Jr. Inc., in Port Washington, NY.

MEXICO

According to Louie Galvan, principal at Fruit Royale, in Delano, CA, Mexican grapes are the key supply connector between Southern and Northern Hemisphere supplies. “Mexico is vital to our year-round supply of fresh table grapes.”

In the last seven to eight years, grape production in the southern Mexico state of Jalisco has kick-started imports to the U.S. by, on average, two weeks earlier than usual. This fruit arrives in late March and early April, with the significant benefit of offering fresher green grapes. Grapes grown in this region tend toward proprietary and specialty varieties. Production in both Jalisco and Sonora to the north will increase this year, with a focus on premium varieties, according to growers.

“Sonora will start in the first days of May but not have volume until the last week of May or June. Peak weeks are always the first three weeks of June,” says John Pandol, director of special projects for Pandol Bros., in Delano, CA.

Promotable volumes of Mexican grapes are expected in time for Memorial Day, says Giumarra’s Soberanes. “The availability of Mexican grapes is projected to continue through mid-July, with promotable volumes for the Fourth of July as well.”

The best-selling grape varieties during the spring season continue to evolve, with green varieties leading the charge in popularity among producers, retailers and consumers, says Fresh Farms’ Watson.

“Varietal development has been rapidly changing, with a clear focus on meeting market demand for fresh, high-quality grapes,” he says. “Green grapes, in particular, have seen significant acceptance, while newer red varieties are now emerging and showing promise, aiming to compete with the greens for market share. However, reds present challenges, requiring proper coloring, brix, and flavor development before harvest.”

Galvan says the best-selling grape varieties for Fruit Royale out of Sonoma are Sweet Globe green and Sweet Celebration red. “Both varieties are big, crunchy and sweet, which tends to be the trifecta when ringing the bell of what consumers are after in grapes.”

This year will mark the second season of red Berry Snaps from Grapeco Farms Inc., in Delano, CA. “The fruit has an elongated shape and a hint of strawberry flavor,” says Jared Lane, chief executive officer.

The introduction of Ruby Rush brand red seedless grapes grown in Sonora, Mexico, and Coachella, CA, has strengthened the early-season red grape segment, says Sun World’s Joubert. “New early-season proprietary varieties, such as Ruby Rush, continue to enhance early supply with improved quality, coloring, and harvest timing compared to older red seedless varieties. Peak volumes are expected in May.”

Divine Flavor LLC, in Nogales, AZ, is one of the world’s largest companies growing high-flavor grapes, specializing in more than 20 commercial varieties. Among these are Green Cotton Candy, red Gummyberries and Candy Hearts, and black Jellyberries grown in Mexico.

“Thanks to having better late-season varieties out of Sonora, we can grow and sell our premium grapes just as California starts with their early-season varieties,” says Alan Aguirre Jr., chief marketing officer.

SOUTHERN CALIFORNIA

As Mexican and the first California grapes out of the desert of the Coachella Valley enter the market, supply stabilizes, and pricing usually remains competitive.

“Our transition to desert grapes occurs between May 15 and 31,” says Pandol. “Some years, when Memorial Day falls later, desert grapes can be in the stores in ad volume, but usually, the first weekend in June is the start of the ad season. Depending on Central California’s crop timing, six to seven weeks of desert grapes usually dominate the grape scene. The halfway mark of the Sonora harvest falls between June 10 and 15.”

Sun World’s Joubert says promotable volumes of Ruby Rush and Midnight Beauty black seedless grapes from the Coachella Valley are available in late May and early June.

“We are committed to collaborating closely with our customers to effectively plan grape supplies each week throughout spring and early summer. Our goal is to support our retail partners in ensuring smooth transitions between grape varieties and sourcing regions. In the grape category, there should not be gaps in supply from different countries of origin, weather permitting,” says Giumarra’s Soberanes.

SELL BUNCHES

Impulse-grabbing, buy-with-your-eyes displays and regular promotions are two key ways to sell more grapes in the spring.

“We increase our grape displays to a 12-foot refrigerated table and feature a greater selection of high flavor varietals with the transition to domestic grapes in the spring,” says Max Maddaus, produce director at Kowalski’s Markets, an 11-store chain based in Woodbury, MN.

Harris at New Seasons Market displays grapes in numerous ways. “Our goal is to let the fruit speak for itself. So, we often display our grapes with the edges of the bags folded over, showcasing their natural beauty and premium quality and enticing customers to grab their perfect bunch.

“For those on the go, we also package them in small paper bags with handles, which are ideal for taking on a spring or summer picnic. Additionally, we sell grapes in bulk, allowing customers to choose the exact quantity and quality that best suits their needs.”

One of the best methods to have robust grape sales is to have them on the shelf when grapes are fresh and abundant, says Pandol. “The perennial challenge is getting retailers to use this year’s forecasts, not last season’s supply curve.”

Pandol speculates some grocers are beginning to use AI predictive software, but he warns there are two problems with that. “Firstly, these are first-generation software. Secondly, it’s an open secret that poor data quality is the Achilles’ heel of AI. The forecast for this season does not reliably exist three months out and certainly is not on the internet. Systems that depend on last year’s data? Use at your own risk.”

Price is the primary way retailers promote commodity grapes.

“Branded grapes differentiate themselves through superior eating quality, post-harvest longevity, and a more refined consumer experience,” says Sun World’s Joubert.