PALOS VERDES, Calif. — For the first time, table grape producers around the world are uniting to drive consumption and raise awareness of the fruit's nutritional benefits, flavor profiles and versatility, with an aim to collectively position grapes as the go-to healthful snack in the U.S. and around the globe.
The newly founded Global Grape Group, currently composed of representatives from Chile, Mexico and Peru, chose FEMME 2025, a multicultural Women's History Month event that organizers say convenes leaders, champions, trailblazers, visionaries, disrupters, trendsetters and changemakers for two days of inspiration and illumination, to launch its “Have a Grape Day” campaign in the U.S.
The global alliance and the consumer campaign comes at a critical time. Global table grape supplies continue to outpace consumption — a situation that Ignacio Caballero, Chile board member of the Global Grape Group and director of marketing for Frutas de Chile, has described as “unsustainable.”
“The grape industry is at a turning point right now,” Caballero told The Packer in an exclusive interview at FEMME 2025. “Supply has grown 80% in the last 20 years, while demand is only growing at 13%.”
Currently, Chile, Peru and Mexico together export approximately 100 million boxes of grapes to the U.S., or over $2 billion in grapes each year, and that amount is growing by 15% to 20% each year.
The main market for grapes from Chile, Peru and Mexico is the U.S. It's overstocked in supply, says Caballero, “and no one is investing real money in growing demand.
“We need a joint effort to help with the most important target for us — to grow consumption of grapes in the world, and we will start with the U.S. market,” he added.
The dream team of grapes
While the founding Global Grape Group members include Chile, Peru and Mexico, the group says it will soon expand to include grape importers from around the world.“As a huge basketball fan, I learned from Michael Jordan that talent wins games, but teamwork and intelligence win championships,” Sergio Lugo, Mexico Board Member for the Global Grape Group and director general for Mexico Table Grapes, told The Packer. “As a team, we're not competitors. We are the producers of grapes around the world. Right now, we are Chile, Peru and Mexico, but we're going to have South Africa, California — and all the countries and regions that grow grapes. This strong teamwork is going to win championships.”
The group says its mission is to forge retail alliances and consumer marketing efforts to increase grape consumption and elevate the perception of grapes in the U.S. as a strong player in the healthy snack market, ensuring higher demand, market growth and a sustainable and stable climate for grape producers worldwide.
Global Grape Group says the campaign, which begins with a soft launch in March, will reach millions of consumers nationally through digital media, retail partners, out-of-home placements and point-of-purchase marketing displays.
Caballero says Global Grape Group aims to scale the program next season, beginning in November through August of 2026, but that the timing of the "Have a Grape Day" campaign's March launch couldn't be better. "Just this week, we're seeing more demand than supply," he said.
With the campaign in full swing next season, he expects an elevated grape experience for all, including trade members, growers, importers, supermarkets and consumers.
“The faster the logistical value chain moves, the better quality, the better supply and the better the experience the consumer will have,” he said.
Inspired by other fruit
With the "Have a Grape Day" campaign, the Global Grape Group seeks to take a page from the highly successful Avocados From Mexico and Chilean cherries in China playbooks.“Twenty-five years ago, per capita consumption in the U.S. of avocados was only 1 kilogram (2.2 pounds) and grapes were 3.5 kilograms (7.7 pounds), so grape consumption was more than three times the [annual] consumption of avocados,” said Caballero. “Now, 25 years later, grapes are at 3.9 kilograms (8.6 pounds) per capita and avocados are at 4.5 kilograms (nearly 10 pounds).”
“In 25 years — with a huge investment in marketing that peaked at $80 million and is growing every day — Mexico has been able to increase demand and consumption,” he said.
Meanwhile, grapes “haven't invested any real money” in marketing, he says. “That's why sales are flat.”
Caballero says the potential for grape growth is “huge.”
“Grapes are the perfect fruit — sweet, but a nice type of sweetness,” he said. “So, you can have the indulgence the consumer wants without feeling guilt about eating something that is not good for your health.”
Why FEMME 2025?
“FEMME 2025, as a wellness event, is a perfect match for us, and we're dedicated to empowering women leaders who drive new trends that build a healthier world,” said Caballero, who also sees women driving produce sales.“We wanted to launch at an event that makes sense for our target audience and that makes sense for what we want to build in the next years,” he continued. “Coincidentally, this event came at the perfect moment in the grape season.”
The "Have a Grape Day" campaign will also have an educational component.
“There's a lot of myth about grapes — about the sugar, said Caballero. “It's a very healthy sugar. Just for a comparison, the amount of sugar in grapes is less than a banana. So, there's a lot of things that people don't know about grapes. Why? Because no one has invested money in educating consumers about the benefits in grapes.”
Consumers also don't know that here are many different types of grapes with different flavor profiles, sweetness, acidity, etc., he said.
“There is a grape for every consumer in the market,” he said. “We can help you find the right grape for you, for the right occasion.
“Education is huge, and that's why a very on-trend event like FEMME will help us to amplify the message,” he said.
Addressing FEMME 2025 attendees at the March 19 kickoff brunch, for which Global Grape Group was a sponsor, Caballero said: “I'm very proud today to present you the newly created Global Grape Group — GGG — and our campaign: 'Have a Grape Day.' Our vision is to position grapes as the ultimate healthy, tasty, convenient choice for individuals of all ages.
“We are dedicated to empowering individuals … like the beautiful women here leading healthier and fulfilling lives,” he continued. “We invite you to join us using #HaveaGrapeDay, because together, we can make it a grape day.”