BAKERSFIELD, CA - Mid-season is when grapes really come into full swing for Jasmine Vineyards, offering a healthy spread of varieties to keep produce departments flush with color.

“We’re in the midst of a big, beautiful crop,” Jon Zaninovich, company President, remarked. “It’s a season of plenty; our hope is that this abundance makes its way to families’ tables through strong promotions and great value at retail.”

With that abundance in mind, Jon pointed to the varieties carrying the season forward.

“Sweet Celebration, Sweet Globe, and Great Green are our heavy-hitters right now, with Autumn King, Allison, and Autumn Royal right around the corner. Having strong mid-season varieties like these makes it easy for retailers to keep grapes in front of shoppers during one of the busiest times of the year for families—grapes are going straight into lunchboxes, showing up as snacks at fall sports, or just as something cold and hydrating on those hot autumn days,” Jon shared.

With a calculated overlap that ensures continuous availability and dependable quality, keeping the grape category strong without gaps, Jon explained how differentiation shows up in the details—whether it’s the way Jasmine packs and presents grapes, how quickly it can respond to orders, or the fact that the company ships under multiple labels to give partners more flexibility.

“We also put a lot of focus on communication with buyers so they know exactly what’s coming out of the field and when,” he said.

Digging into flavorful options, Jon shared how Sweet Globe and Great Green both give that crisp crunch and light, sweet flavor people love in green grapes. Sweet Celebration is the top favorite for reds.

“It just hits all the marks with that gorgeous ruby color, well-formed bunches that present well, and a taste beyond compare,” he elaborated. “We are currently working with a retail partner to promote this one by name, since shoppers are also looking for this variety at the retail level.”

As we approach IFPA and the holiday season, Jon said 2025 has been a strong year quality-wise so far.

“Fruit is showing good size and color across the board, and retailer feedback has been excellent. That’s given us a lot of confidence as we move through mid-season, and it sets us up well for late-season continuity,” he commented. “Our crews are out there every day making sure bunches are picked, packed, and shipped with care, and our team at the ranch and in the warehouse is focused on getting orders out quickly and smoothly. We have an amazing, dedicated, hardworking crew who are proud to show their Jasmine Vineyards spirit!”

For Jasmine Vineyards, consistency comes first, building trust by ensuring retailers can count on the grower for fruit that sizes up well, has good color, and is going to end up in shoppers’ baskets, no matter when they’re buying during the season. Likewise, striking a balance by giving retail partners reasons to come back to Jasmine Vineyards specifically is critical.

“Partnership support is a big part of how Jasmine Vineyards works with retail partners. We support promotions by giving buyers clear updates on timing and quality so they can plan ads or in-store pushes with confidence. We share high-quality images and point-of-sale materials when it’s helpful, and we also highlight promotions on our end through trade press and social media to give them a little extra lift,” Jon said.

Harvesting different varieties across the season, with various promotional windows to match, is what the grape veteran tells me ensures retailers have the right tools and information.

“At the end of the day, retailers are the best gauge of what resonates," Jon concluded. "When our grapes stand out, it reinforces the trust they’ve built by giving customers great quality at a fair price.”

As the season transitions and the suppliers keep fresh produce growing, AndNowUKnow will continue to report the latest.