Early California Grape Season Sets Stage for Expanded Promotions, Global Campaign
A jumpstart to the California table grape season is giving retailers an earlier opportunity to shift from imported product and build momentum around domestic grapes, while the California Table Grape Commission rolls out an ambitious global marketing campaign for 2026.
The season is expected to begin roughly two weeks ahead of schedule, with harvest in the Coachella Valley starting in early May and the San Joaquin Valley following in mid-June. That earlier timing extends the selling window and creates added flexibility for retailers planning spring and early-summer promotions.
“An earlier crop gives retailers more runway to transition their sets and build excitement around California grapes,” said Ian LeMay, president of the California Table Grape Commission. “It opens the door for strong displays tied to seasonal moments like Memorial Day and helps signal to shoppers that fresh domestic grapes are back in a meaningful way.”
The earlier availability is particularly important for maintaining continuity at retail, allowing for a smoother shift from imports while giving consumers access to fresh California grapes sooner in the year.
At the same time, the commission is introducing a refreshed global marketing campaign aimed at driving demand across the U.S. and up to 22 export markets. The initiative targets both the trade and consumers, with a mix of merchandising support, digital outreach and in-store activation designed to boost visibility and sales.
Central to the campaign is a new creative concept known as the “Lunchbox League,” featuring three superhero-inspired grape characters—Captain Cluster, Munch and Glow. The characters are designed to bring personality to the category while reinforcing grapes’ nutritional benefits and everyday appeal.
According to LeMay, the campaign taps into growing consumer interest in healthy snacking, using playful storytelling to highlight grapes as a convenient, nutritious option for families. The concept also draws from recent scientific discussion positioning grapes as a “superfood,” giving the messaging additional credibility.
Retail partnerships remain a key component of the strategy. The commission is supporting stores with point-of-sale materials, sampling programs, contests and digital promotions, along with tailored initiatives for retailers that employ registered dietitians. Through its Retail RD Program, the commission provides customized educational resources and promotional ideas to help communicate the health benefits of grapes directly to shoppers.
On the consumer side, the campaign leverages social media, influencer collaborations and multi-retailer apps to inspire usage ideas and increase purchase frequency. The goal is to keep grapes top of mind throughout the extended season and encourage repeat buying.
Internationally, the commission is expanding its reach with support from a recent America First Trade Promotion Program award. The funding will help increase retail and consumer marketing efforts in Australia, Canada, Mexico and the United Kingdom, strengthening demand in key export markets.
“With the additional resources, we’re able to deepen our presence with both retail partners and consumers overseas,” LeMay said. “It’s about building on existing relationships while also finding new opportunities to showcase California grapes in global markets.”
The commission also plans to maintain a strong presence at major industry events, including the Canadian Produce Marketing Association Convention and Trade Show, Asia Fruit Logistica and the International Fresh Produce Association Global Produce & Floral Show, where it will connect with partners and promote the new campaign.
With favorable growing conditions, an earlier harvest and expanded promotional efforts, the California Table Grape Commission is positioning the 2026 season to deliver strong results for growers, retailers and consumers alike.
