The grocery store is your oyster.
I am speaking, of course, to the supply-side aces working to land their products on the shelves of big-box retailers. As we have come to learn, branded varieties perform extremely well in the produce department, and developing a collaborative partnership can provide unique advantages.
Growers of the AUTUMNCRISP®, RUBY RUSH®, APPLAUSE®,
and EPIC CRISP® branded table grapes are benefiting from Sun World International’s focused efforts toward retail relationships. The fruit variety development and licensing company has partnered with grocers across the globe to ensure these new varieties are top of mind for shoppers, rolling out thoughtful strategies to drive consumption.
“The Sun World team is leading the way in brand development and marketing for the table grape category, which provides an opportunity to partner with retailers to bring a consistent snacking experience to consumers. Sun World is demonstrating how effective branding strategies can drive category growth and consumer loyalty,” Elena Hernandez, Director of Global Marketing Insights, began telling me. “To set AUTUMNCRISP® apart and grow demand for the fruit, the team has partnered with key United States and global retailers to drive awareness with a uniquely memorable marketing campaign.”
The Bakersfield, California-based company would know a thing or two about breeding excellent table grapes with a dynamic brand to match—for more than three decades, its researchers have worked to develop and introduce flavorful, grower-friendly fruit varieties that enable producers, marketers, and retailers to drive sales while delivering a premium eating experience.
Sun World saw great success with launching its AUTUMNCRISP® retail campaign, designed to drive demand and increase revenue for the company’s international network of licensees. Doubling down on its collaborative efforts, the company will continue these same tactics with the newly added RUBY RUSH®, APPLAUSE®, and EPIC CRISP® brands.
"We are employing an omnichannel, fully integrated marketing strategy to elevate awareness and engagement within the table grape category.”
Elena Hernandez, Director of Global Marketing Insights, Sun World International
“We are transforming the table grape category,” Elena asserted. “Conducted by Hanover Research, we collected consumer insights from 1,000 respondents and found 44 percent of consumers are motivated to purchase grapes when they see them being promoted on display. Additional data from Hanover shows consumers prioritize freshness, taste, and texture when purchasing grapes specifically. With AUTUMNCRISP® grapes providing an eating experience that delivers on these differentiators, there was a natural opportunity to promote the brand.”
Through the AUTUMNCRISP® campaign, Sun World has integrated itself with multiple grocers on the development of full-funnel marketing programs, social media promotions, and advertising across retailer digital touchpoints, including apps and websites. Retailer support thus far has also included in-store signage and displays, sampling events, as well as collaborations with multiple local food- and lifestyle-focused social media influencers for exciting Instagram and TikTok content.
“We are employing an omnichannel, fully integrated marketing strategy to elevate awareness and engagement within the table grape category. This approach includes in-store initiatives, digital marketing, public relations, and face-to-face interaction,” Elena explained. “Sun World ensures a consistent brand experience across all touchpoints, from initial discovery to final purchase. This consistency in labeling, look, and feel reinforces our brand’s presence and reliability.”
Here is a more in-depth look at Sun World’s strategies:
In-Store Initiatives: Eye-catching displays, in-store sampling, and strategic product placement capture attention and drive sales at the point of purchase
Digital Marketing: Targeted online advertising and content marketing engage consumers throughout their shopping journey
Public Relations: Leveraging public relations efforts to amplify the brand story and build credibility within the industry
Social Media: Creating engaging content that resonates with the audience and fosters a community around the brand
Face-to-Face Interaction: Connecting with retailers at Sun World Field Days and trade shows, and with consumers at consumer focused, food-centric events
An integrated approach like this ensures that not only are consumers seeing the brands highlighted on retail shelves, but also on their phones or computers, driving down the freeway, or at food festivals and other tasting events. Plus, the brand stays in front of industry members as well by establishing itself as a prominent player among table grape competitors.
When I asked why these table grape varieties are ideal for driving consumer interest, Elena pointed out that the Sun World team has observed significant growth in demand for its branded varieties from multiple angles.
“On the consumer side, there is a clear shopper interest in a consistent and enjoyable eating experience,” she added. “Through branding efforts, we are providing an easier way for consumers to identify and purchase Sun World branded varieties. Brand recognition has been a key factor in the growing demand we’ve experienced.”
The breeder is driving interest in these varieties with licensees, and retailers are quickly seeing the opportunity to promote its branded table grapes and eager to capitalize on the brands’ success and recognition.
“Sun World’s goal is to ensure that every time consumers choose our brand, they know they’ll have a consistent, delicious snacking experience, which leads to the desire to buy it again and again,” Elena said on a final note. “The trust in our table grape varieties is echoed by retailers who are eager to promote great products and brands.”
In other words, the proof is in the produce pudding.
I remember that many years ago, branded table grape varieties were very few and far between. It has always been one category particularly ripe with opportunity, especially in recent years as more produce brands have taken root. An opportunity not taken advantage of by many. Until now. 
