The 2025-26 California table grape season got underway in mid-May in the Coachella Valley in Southern California. As Coachella comes to an end any day now, loadings willshift north to the San Joaquin Valley, where grapes are harvested into December.
Good volume shipments are predicted this season.
To support the season, the California Table Grape Commission launched a global marketing campaign strategically developed to motivate the trade to stock and promote California table grapes, while inspiring consumers in the U.S. and across 21 export markets to choose more California grapes more often.
To encourage retailer participation, the campaign offers a comprehensive suite of promotional tools and incentives. These include bonus opportunities, digital promotions, a registered dietitian (RD) retail program, contests, point-of-purchase materials, and in-store sampling.
On the consumer side, the campaign features advertising on multi-retailer shopper apps, digital coupons and rewards, influencer and RD collaborations, and targeted social media advertising that highlights recipes, snacking ideas, and the health benefits of California-grown fresh grapes.
“Grapes from California enjoy a long season, with plenty of opportunity for promotion, from summer celebrations to fall gatherings,” said Ian LeMay, commission president.
“With a product that has global appeal, strong demand, and a strategic marketing campaign executed by a dedicated team, the commission is yet again ready to continue promoting California table grapes in markets around the world,” said LeMay.
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