Giumarra Vineyards' Randy Giumarra Talks Promotable Volume Across Organic Varieties
BAKERSFIELD, CA - A robust table grape program is essential at retail and made even more valuable when organic offerings are available to bolster the set. With flavor and size on lock, Giumarra Vineyards packs a punch with its multiple organic varieties. I spoke with Randy Giumarra, Vice President of Sales, to learn more about the varietal offerings the company brings to market.
“The GrapeKing organic program includes all fresh plantings of new and specialty varieties that differentiate our offering during each respective timeframe,” Randy began. “Right now, Giumarra is the only company shipping premium, delicious organic Sugar Drops and jumbo organic Passion Fire.”
As Randy noted, these two varieties are extremely well-received compared to other early-season varieties—not to mention they help set the tone for the California organic grape season. Following Sugar Drops and Passion Fire, Giumarra Vineyards will soon be shipping its beautiful organic Sweet Globes and the crowd-favorite, organic Sweet Scarlets.
“We have promotable volume on all of these varieties and we encourage retailers to advertise organic grapes. There will be plenty of demand when you offer these two varieties, which are both very well received by customers,” he explained. “The Sweet Scarlet has a nice firm texture and amazing tropical Muscat flavor that people love. The Sweet Globe has a big size and firm texture and is very easy to eat. There's an opportunity to move load volume of organic grapes in today’s market and Giumarra Vineyards is ready to promote that type of quantity from now through the end of September. Line up ads now and confirm your volume with the Giumarra sales team while they’re available.”
On the heels of this advice, Randy remarked to me that one of the ways in which Giumarra Vineyards continues to deliver on flavor is by following one simple rule: Listen to the customer.
“If a variety performs well organically, we want to offer retailers those selections in organic as well as conventional. Organic consumers are generally trading up and paying more per pound than consumers of conventional grapes. In our opinion, they deserve to have the same exceptional eating experience that we’re giving the customers buying conventional grapes. That’s the difference with the GrapeKing organic program,” he concluded.
We’ll continue to bring you the latest on both organic and table grape news, so stay tuned to ANUK.
