Grape grower Sun World International, LLC finds retailers are reporting category growth, market share growth, and improved margins through a key strategy of running black only grape ads.
Most recent sales data from the 2017 domestic season shows black grape category share has grown from 6.3 to 7.1 percent over the past five years, and Sun World anticipates this growth will continue, if not accelerate. Today, top-performing retailers have a 10 percent share of category for black grapes. This is a trend Sun World say is demonstrating the best practice of promoting black only grape ads to drive category growth.
“Currently, we see 40 percent of all grape sales are on promotion,” Sun World executive vice president Gordon Robertson said. “Customers that are running black only ads are seeing category lift and improved margins. These ads are not intended to replace a red or green ad, but to be a best practice of balancing the amount sold on promotion while improving sales and margin.”
Sun World’s lineup of proprietary black grapes includes varieties such as Midnight Beauty®, Sable Seedless® and Adora Seedless® brand grapes. According to Sun World, Sable Seedless® brand grapes have a Muscat and tropical flavor profile. Midnight Beauty® brand grapes fill the early-season gap and, with a large berry size and sweetness. Adora Seedless® brand grapes compete with other late season blacks and have an exceptionally large size, giving them the description of a “two-bite” grape.
For more information:
Danielle Loustalot
Sun World International, LLC
Tel: +1 (661) 392-5057
