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Welcome to the California Table Grape Commission page. We look forward to your comments so we can continually improve the value of the information on this website.
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A summary of the commission's activities is provided below. |
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The California Table Grape Commission was established by an act of the state’s legislature in 1967.
Approved by a grower referendum in 1968, the commission has been affirmed through grower
referenda every five years since its inception. The commission’s importance to the state and
its mandate - to maintain and expand markets for fresh California grapes and to create new and
larger intrastate, interstate, and foreign markets - was reaffirmed and its authorities broadened by
the legislature in 1997. The commission’s activities are divided into five areas: Research,
Trade Management, Issue Management, Education and Outreach, and Advertising.
Research: consumer, trade, viticulture, nutrition, technical, and industry research – and
its accompanying analysis - designed to identify, target and manage the key challenges
and opportunities impacting the fresh California grape industry. This is the foundation of
the commission’s work, providing the knowledge needed to understand complex issues,
solve problems, and ultimately drive demand.
Trade Management: working with the trade to increase volume movement for the fresh
California grape category. Trade management work utilizes a variety of strategies to
expand usage of California table grapes at the retail, foodservice, and wholesale levels.
Issue Management: working with key stakeholders and decision makers to keep trade
flowing both in the United States and internationally and respond to short–term incidents
and long-term issues that threaten the economic strength of California’s fresh grape
industry. Issue management involves working with agencies of the U.S. government at the
county, state, and federal levels and their counterparts in export markets – as well as with
industry groups, health authorities, and non-industry organizations. It involves using a variety
of disciplines to ensure the long-term continued movement of fresh California grapes field to
market.
Education and Outreach: programs designed to provide education, training, and general
information to: retailers, wholesalers, foodservice operators, growers, researchers, consumers
and others such as teachers, editors, authors, doctors and nutritionists. Nutrition, usage,
storage, handling, availability, product characteristics, technological advances, and statistical
analysis are among the types of information provided through a variety of outreach methods
designed to increase demand.
Advertising: campaigns to reach consumers and other audiences with paid messages
designed to increase overall demand for fresh California grapes. Paid media is used to
keep fresh California grapes top-of-mind in a way that drives increased purchase.
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