The purpose of the consumer education program is to educate consumers and others about the product and the industry to order to increase demand for California table grapes. The program provides information to consumers in a variety of venues as they do their meal planning; review nutrition, food safety and health information; monitor the state of their community through the news media; and participate in community activities. Industry statistics and analysis, grower communication and phytonutrient research are also coordinated through this program.
- Engages in outreach to newspaper and magazine editors and writers, resulting in photographs and stories highlighting fresh California grapes. In 2005, the commission spent approximately $120,000 on this outreach and reached a total United States audience of more than 950 million. If the equivalent space in those newspapers and magazines were purchased as paid advertising, the total cost would have been more than $11 million.
- In 1993, only 82 percent of the primary grocery shoppers in the U.S. viewed fresh grapes as “healthy.” Today, 99 percent of shoppers consider fresh California grapes as “very” or “extremely” healthful. Since 1997, the commission has funded research on the health benefits of fresh California grapes and publicized the positive findings through television, radio, newspapers and magazines. Recent findings have found significant links to fresh California grapes and fighting and preventing heart disease, cancer and age-related illnesses.