Giumarra's Mimi Corsaro-Dorsey and Randy Giumarra Discuss Strong Demand, New Brands and Packaging
BAKERSFIELD, CA – California table grapes have been on the minds of consumers and sellers alike, as retailers refocus their marketing efforts and move table grapes front and center in produce departments across the country.
I recently had an opportunity to chat with Mimi Corsaro-Dorsey, VP Marketing & Director Export Sales, and Randy Giumarra, VP Sales, of Giumarra Vineyards, about how the season has been thus far and what customers can expect from the table grape provider going forward.
“The unusually warm weather has made the timing for the entire California Table Grape harvest more unpredictable, as growers have had to wait for color and sugar to develop,” Mimi tells me. “While there is still a lot of beautiful, sweet fruit being packed, there will likely be a lower crop yield for the industry than was initially forecast in early spring.”
Complication from the season’s unpredictable weather coupled with the onset of back-to-school season and the end of the cherry season are all adding up to high demand for the company’s flavorful varieties.
“With hotter weather, shorter harvest days and the need for more meticulous packing, the industry supply has been a bit lighter than normal,” Randy says. “Demand was steady through the front end of the season but has increased recently as the number of cherry promotions have diminished. We anticipate very strong demand now that grapes are taking front position for promotions across the country and more varieties are available to expand grape displays on the retail shelves. Plus, there is significant pull for back-to-school ads and food service lunch and snack-time needs.”
Mimi tells me the company is currently focused on planting varieties with one goal in mind—“making consumers love [their] grape experience so they will rush back to the store buy more.” Giumarra Vineyards is harvesting a number of conventional and premium varieties tailored to deliver an exceptional eating experience.
“Most of the plantings have been the premium ARRA Varieties, including Passion Fire™ (ARRA 29), Passion Punch™ (ARRA 28), Mystic Dream™ (ARRA 32), Mystic Star™ (ARRA 27), and Sweeties™ (ARRA 15), as well as a specific selection of the best varieties from other programs to round out our offering,” Mimi says. “All of this is in addition to the significant volume of conventional USDA varieties such as Sweet Scarlet, Scarlet Royal, and Autumn King that Giumarra has planted over the past 4-5 years. Together with our licensed partners in Chile, Peru, and Mexico, Giumarra is able to supply ARRA varieties year-round.”
And, Mimi tells me, the grape provider is currently working on introducing new brands to best feature its product offerings.
“Giumarra is introducing some new brands this season—including the Muscato Amore™ brand Sweet Scarlet, the HoneyBunch Diamond™ brand Scarlet Royal, and ARRA Sweet Farm™ label—for our new high-flavor varieties and any exceptional eating fruit from the conventional offerings. We are also premiering our new bag designs for the ARRA varieties, which feature an upscale, premium look.”
AndNowUKnow will continue to report with more on all things produce.