The grape category continues to innovate with new varieties, new colors, and new brands. What drives success in the category? "For consumers it comes down to flavor, texture, and trust," says Bernardo Calvo, President & CEO of Sun World. "They are looking for grapes that deliver a consistently delicious experience – juicy, crisp, and naturally sweet – with optimal freshness." Growers on the other hand are looking for performance and marketability. "They want varieties that color naturally, resist defects, yield reliably, have a long shelf life, travel well on long journeys, and meet retailer specs." Sun World breeds with both consumers and growers in mind.
Once that perfect variety has been bred, how does it earn space on the shelf? "Shelf space is no longer won solely by commodity volume," commented Calvo. "It's earned through brand, consistency, and consumer pull." Retailers are prioritizing varieties with name recognition and repeat purchase power. "I believe we'll see fewer, stronger brands dominate shelf space, a trend that is very similar to what we see in berries or citrus." As a breeder, it is important to deliver standouts that drive velocity and trust. For that reason, the focus is on commercial viability, sensory excellence, and branding from day one.
© Sun World LLC
Left: Bernardo Calvo. Right: Sugrafiftythree variety (Ruby Rush brand).
Branded grapes are becoming the norm
When these three elements come together like a perfect storm, grapes join the ranks of other premium, branded produce categories like berries and apples. "For decades, grapes were treated like commodities, but that is shifting," Calvo said. AUTUMNCRISP® is now one of the most recognized grape brands in the world, with growing awareness among both consumers and trade. This brand builds trust, signals quality, and creates loyalty. "As more retailers merchandise by brand and consumers look for names they recognize, branded grapes are becoming the norm, not the exception."
Will grape brands have the opportunity to become as well-known as brands in some other categories? "Absolutely! If AUTUMNCRISP is any indication, we're already on that path," shared Calvo. "Our marketing campaigns have generated more than 260 million media impressions, retail interest is strong, and consumer recognition is growing fast. We've invested in first-of-its-kind campaigns to turn AUTUMNCRISP into a household name." From culinary features to influencer partnerships and global retail activations, it's clear this is no ordinary grape. "It's great to see how the market responds to this perfect storm of product, timing, and brand." AUTUMNCRISP delivers on what today's consumers want, which is big, crisp, juicy green grapes with a muscat flavor. For growers, it's a highly reliable grape that meets their requirements and performs well.
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Color correlates with eating experience
If flavor, texture, and trust are so important for the consumer, does that mean the color is subordinate? "In reality, the color preference of the consumer varies depending on the color of the varieties that provide them with the best consumer experience," mentioned Calvo. Currently, markets are demanding about 60 percent green grapes, 35 percent red, and 5 percent black. However, this changes with time and highly correlates with the eating experience.
Nevertheless, color remains one of the first indicators of quality – both for consumers and retailers. For red varieties in particular, a full and uniform color increases visual appeal and shelf standout. "Our Sugrafiftythree variety in the RUBY RUSH® brand is a great example; it colors naturally and early, reducing inputs for growers while having strong appeal for consumers at retail." That said, flavor is ultimately what brings consumers back, so color matters most when it aligns with an exceptional eating experience.
While color innovation will continue as new varieties are being developed, the real breakthroughs in the grape segment will come in flavor, texture, and branding. "We are seeing a demand for more nuanced flavor profiles and grapes that surprise consumers like tropical, floral, or muscat notes," said Calvo. Although green, red, and black will remain foundational colors, multicolored and bi-colored grapes with unique eating profiles are gaining attention and may represent the next frontier.
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Growers need performance
For growers on the other hand, performance of a variety is key. Due to weather variability – especially rainfall and temperature extremes – quality assurance has become more complex. "While our varieties perform well in a wide range of climates, from tropical zones to desert regions, adaptability is essential." For that reason, Sun World invests in breeding traits like heat tolerance, natural disease resistance, reduced water needs, and strong postharvest quality. "It's our goal to ensure our licensees can delivery quality fruit across increasingly unpredictable growing windows."
Despite the goal of bringing a flavorful variety to market that performs well, transitional windows remain, resulting in fragile supply at times. This happens especially between hemispheres or during early and late-season shoulder periods. During these intervals, consumer demand remains high, but supply can be inconsistent, or quality can dip. "We are focused on filling those gaps with a brand like RUBY RUSH, delivering early season color and performance as well as AUTUMNCRISP that anchors the late season with outstanding flavor and shelf-life."
For more information:
Bernardo Calvo
Sun World
Tel: +1 (661) 631-4100
[email protected]
www.sun-world.com
