POP materials, a registered dietitian retail program and the second edition of “Grapes and Health” are on tap as the Fresno-based California Table Grape Commission kicks off its 2025-26 global marketing efforts.
“The campaign is designed to motivate the trade to stock and promote California table grapes while inspiring consumers to choose more California grapes more often,” said Kathleen Nave, commission president.
For retailers, the campaign includes a suite of promotional tools and incentives, such as bonus opportunities, digital promotions, a registered dietitian program, contests, POP materials and in-store sampling, Nave said.
For consumers, there will be advertising on retailers’ shopper apps, digital coupons and rewards, influencer and registered dietitian collaborations, and targeted social media advertising.
The commission also is leveraging its extensive content library, which features a wide range of California grape recipes and snacking ideas aimed at helping consumers discover new ways to enjoy fresh grapes, Nave said. It will continue to share insights from decades of research on the health benefits of eating fresh grapes.
The second edition of “Grapes and Health,” a book commemorating 25 years of research on the health benefits of California table grapes, is slated to be published this spring.
The original book was published in 2016 and compiled peer-reviewed, grape-specific studies showcasing the fruit’s impact on various aspects of human health, Nave explained. The newest edition will include the latest findings in areas such as metabolic syndrome, skin health and nutrigenomics.
Recent research to be featured will include a study that was published in Foods, a scientific journal. This research found that consuming two servings of grapes every day significantly affected muscle-related gene expression, particularly in females. This finding suggests that long-term grape consumption could positively support muscle health, Nave explained.