SHAFTER, CA - GrapeCo Farms is betting that the next competitive edge isn't a new grape variety, but how that variety gets merchandised, and they are doing so with a very catchy trademark.

Introducing Flavor Flights™, Chief Executive Officer Jared Lane described the debut as a consumer-facing concept built around a simple idea: let shoppers discover two grape varieties in one package, then keep them engaged well past the produce aisle.

"That's why we created Flavor Flights—a trademarked consumer-focused merchandising concept that makes it easy and fun for shoppers to discover two different grape varieties in one convenient package," Jared shared when introducing the program.

Flavor Flights is designed to be more than packaging alone. The complete merchandising program is designed to create engagement in the produce department.

"Eye-catching point-of-sale materials attract shoppers, and every package includes a QR code that directs consumers to the Flavor Flights website, where they can learn about the grape varieties, explore flavor profiles, and learn the story behind the product," Jared explained.

That digital layer is central to GrapeCo's pitch. Rather than treating the clamshell as the end of the customer touchpoint, the company is positioning Flavor Flights as an entry point into a longer brand relationship.

"The experience extends well beyond the produce aisle, helping create a stronger connection with your consumer," Jared said. "At GrapeCo, we believe our role is to bring retailers solutions that create consumer engagement—not just another product on the shelf. In-store, that translates to a proposed display and point-of-sale package that the company is presenting to retailers alongside product renderings ahead of a rollout this season.”

Flavor Flights arrives backed by the supply infrastructure GrapeCo has built over decades in grape cultivation. According to the company, its production and partnerships across Mexico, California, and South America give it a 52-week supply window and a wide range of grape varieties to meet different pack styles and market demand in both domestic and international supply chains.

"Flavor Flights isn't just a new package—it's a new reason for consumers to stop, engage, and purchase," Jared concluded. "We'd welcome the opportunity to discuss how it can help differentiate your grape category this season."

Pairing a differentiated merchandising concept with direct, founder-led support, GrapeCo's strategic approach is one worth tracking as experience-driven merchandising continues to shape purchase decisions in the produce department.