Sun World Shines in International Markets
BAKERSFIELD, CA - Sun World International celebrates success with growth in export volume due to strong brand presence overseas and strengthened partnerships is receivers.
“Despite a difficult grape season, we continue to achieve our strategic export goals,” Vice President of International Sales and Marketing Julie Escobar said in a recent press release. “Our partnerships with receivers and new customers have helped us achieve record shipping numbers, and retail penetration continues to be strengthened.”
The company has grown their export volume by 40% year over year for the last three years, and strengthened receiver partnerships have guaranteed product movement in record volumes. In turn, the receivers have supported the company brand, and Sun World to strengthen their brand execution in Japan, Vietnam, Indonesia, Hong Kong, and Korea. Efforts in brand strengthening overseas has provided stronger consumer recognition of Sun World grapes through both below-the-line marketing in the form of store events, demos and sampling, and social media.
Investment in new packing line infrastructure has allowed the company to provide innovative packaging models that drive sales in its Asian markets. Additionally, these packing innovations help to offset the high labor costs associated with re-packing product in-country. Due to the increase of business, the company will soon be hiring new personnel in Asia to oversee the growth of the Sun World brand and sales abroad.
Escobar is excited to see where company growth and fruit quality will go in the new year, stating “We expect to see a significant increase in our business, as well as improve[ment to] our overall supply chain and quality control of our fruit to a much stronger level in 2019.”
Sun World’s proprietary black Midnight Beauty® and green Autumncrisp® brand grapes continue to be the most well-received varieties overseas. Autumncrisp brand grapes specifically achieved phenomenal success in the majority of Asian markets this year. The company will also continue its efforts to introduce black Adora Seedless® brand grapes as a late season black variety in 2019.
Looks like there are plenty of good harvests ahead for Sun World in the new year! AndNowUKnow will continue to provide coverage, and looks forward to seeing where the new year takes our industry.