“Out of the top 15 export markets we have, 10 of them are in Asia,” said Susan Day, vice president of the California Table Grape Commission at last week's Asia Fruit Logistica. “So it's a significant market that is still offering lots of potential for growth.” She pointed to China, which is the second biggest destination for California grapes, only behind Canada, as a prime example of the growth potential in Asia.
“China has a lot of people and shows a lot of growth,” said Day. “Along with the population increasing, the middle class is also increasing, and that gives more people the opportunity to enjoy grapes from California.” But opportunities in the region for shippers are not limited to just China. California grapes find their way to many Asian countries, and all of the countries that import those grapes import the top 15 varieties grown in the state. That means that not only are many of the top importers of California grapes in Asia, and not only are those countries spread out through the continent, but those countries are also interested in the plethora of varieties California's growers offer throughout the season. The commission is looking to take advantage of that potential.
“We're in the middle of a pilot program that will promote grapes during the holiday season,” said Day. “We've spoken to retailers about doing Moon Festival promotions, where they'll display grapes along with moon cakes, and that will give consumers more opportunities to see and buy grapes from California.”