Goodness Matters with California Table Grapes!

Campaign Encourages Consumption of Table Grapes

 

The heart of the California Table Grape Commission’s multi-faceted outreach effort, California Goodness Matters, asks consumers to buy California table grapes. The program promotes the importance of supporting California’s table grape farming communities that grow and harvest 99% of the nation’s fresh table grapes.

Currently underway and continuing into the fall, the Goodness Matters campaign features radio commercials, social media outreach supported by advertising, and a series of messages delivered to retailers.

Kathleen Nave

Kathleen Nave, President of the California Table Grape Commission

“Goodness in all forms matters now more than ever,” said Kathleen Nave, president of the California Table Grape Commission. The California Goodness Matters campaign, according to Nave, is about “recognizing that the decisions we make as consumers make a difference in the livelihood of others. It also aids in the economic survival of small rural communities. It is  about the goodness that is California table grapes.”

The campaign reaches consumers in California markets over radio in English and Spanish.  Award – winning chef and restaurateur, Aarón Sánchez, is featured in a 15 second Spanish-language spot. It focuses on his belief in the importance of supporting those who grow and harvest our food.

California Table Grapes

California Table Grape Commission’s “Goodness Matters” Campaign

The campaign’s next phase  will include two more radio commercials, focusing on healthy eating. Sánchez will voice the first spot. Amy Brown, co-host of The Bobby Bones Show that is syndicated to more than 150 country stations throughout the nation, will voice the second spot.

 

In addition, both Sánchez and Brown will share their thoughts on California table grapes and the ways in which California Goodness Matters through social media.

According to Nave, when consumers make a conscious decision to buy California table grapes rather than imports and packaged snacks, they are supporting California farmers and workers during this challenging time.

Science reveals what we’ve perceived intuitively for centuries: Grapes are very good for us. Research shows that grapes of all colors—red, green and black—are a natural source of beneficial components called polyphenols. Polyphenols help promote antioxidant activity and influence cell communications that affect important biological processes.

2020-07-27T19:07:40-07:00July 27th, 2020|

California Grape Growers Award Scholarships

Table Grape Growers Help Children of Field Workers

News Release

California’s table grape growers recently awarded scholarships to seven students in grape growing regions of the state. All recipients will be attending California universities or vocational schools.

Four field worker scholarships were awarded: one $3,500, two-year award for study at a vocational school and three $20,000, four-year awards for study at a California university. Three $20,000, four-year agricultural scholarships for study at a California university were also awarded.

 2019 scholarship recipients: $20,000 Four-year Field Worker Scholarships

Mr. Alex Aguilar is a graduate of Shafter High School. He graduated with a 4.3-grade point average and was the associated student body president as well as the all-state, small-school football player of the year. Alex plans to attend San Diego State University, where he will major in mechanical engineering with the goal of becoming an engineer.

Alex Aguilar

Ms. Julissa Elizondo is a graduate of Cesar E. Chavez High School in Delano, where she graduated with a grade point average of over 4.0. Julissa was a member of the superintendent’s honor roll and held an associated student body executive position. She plans to attend UC Davis to major in cell biology with the career goal of becoming an OB/GYN.

Julissa Ruby Elizondo

Mr. Diego Garcia is a graduate of Harmony Magnet Academy High School in Strathmore. He is a California Scholastic Federation member as well as an adult literacy volunteer. Diego graduated with a 4.17 grade point average, and his SAT score placed him in the 89th percentile nationally. He plans to attend UC Davis, where he will major in neurobiology, physiology, and behavior with the goal of becoming a surgeon.

Diego Garcia

$3,500 Two-year Field Worker Scholarship

Ms. Stephanie Torres is a graduate of Porterville High School. Stephanie plans to attend the Clovis Culinary Arts Academy and will pursue a career as a pastry chef. Stephanie graduated with a 3.3-grade point average.

Stephanie Alejandra Ramos Torres

$20,000 Four-year Agricultural Scholarships

Mr. Juan Espinoza is a graduate of Shafter High School, where he held a 4.3-grade point average. He is a four-year member of FFA, a member of the football team and the soccer team’s defensive player of the year. Juan plans to attend CSU Bakersfield, where he will major in agricultural engineering with a goal of mechanizing the table grape harvest.

Juan Nieto Espinoza

Mr. Nicholas Patton is a graduate of Golden West High School in Visalia, where he maintained a 4.0 grade point average. Nicholas was actively involved in FFA and the MVP of the varsity water polo team. He plans to attend UC Davis to major in biotechnology, followed by the pursuit of a master’s degree in biological engineering at Cornell University. Nicholas’ final goal is to develop new food technologies.

Nicholas Patton

Mr. Zachary Wilson is a graduate of Kingsburg High School with a 3.95 grade point average. He was a four-year honor roll student and associated student body vice president, as well as a member of Future Farmers of America (FFA), where he won numerous awards. Zachary plans to attend Cal Poly, San Luis Obispo, to major in both agricultural sciences and agricultural business with the career goal of owning an agricultural business.

Zachary Wilson

Since 1985, the California Table Grape Commission (commission) has awarded scholarships to children of table grape field workers.

More than 130 students have received scholarships to attend vocational schools, community colleges, and California universities. In 2012, the commission created a new scholarship program, one designed to encourage those who want to study and work in the agriculture industry with an emphasis in the table grape industry.

To date, the program has helped 27 students attend four-year California universities.

2019-07-09T15:04:16-07:00July 9th, 2019|

Table Grape Shipments Soar

California Table Grape Industry Continues Record-Breaking Shipping Season

News Release

California table grape growers shipped more than 27.7 million boxes into the worldwide marketplace from October 13 to November 30, the highest amount ever for the time period, according to the United States Department of Agriculture (USDA).

The previous seven-week shipment record during the same time period was set in 2013. Earlier this season, the five-week shipping record for the time period between September 8 through October 12 was broken.

The three-month period of September 1 to November 30 set another record with over 55 million boxes of grapes shipped—an all-time high, according to USDA, beating the previous record set in 2013 for this time period.

According to Kathleen Nave, president of the California Table Grape Commission, an aggressive fall and winter promotion program continues, with shipments expected to continue through the end of January.

2018-12-14T15:40:18-08:00December 14th, 2018|

USDA Purchases More Than $10 Million in California Table Grapes

Food Banks, Other Food Programs to Get Grapes as Part of Tariff Mitigation Program

New Release Edited By Patrick Cavanaugh

The United States Department of Agriculture (USDA) recently completed a purchase of more than 450,000 boxes of California table grapes as part of its tariff mitigation program.

California table grapes were included in the USDA Food Purchasing Program for the first time as part of the mitigation program because of the 53 percent tariff imposed on U.S. grapes by China.CA Table Grapes

According to the most recent USDA data, shipments of California grapes to China are down 42.2 percent in volume and 41.2 percent in value in 2018 compared to 2017.

“The 2018 season has been a tough one for table grape growers,” said Kathleen Nave, president of the California Table Grape Commission. “The tariffs on table grapes have been painful, but the real harm has been caused by the fact that tariffs on multiple competing commodities, such as cherries, stone fruits, and apples, caused more fruit of all kinds to be sold in the domestic market. The USDA purchasing program comes at a good time for table grape growers and is appreciated.”

Table grape suppliers interested in participating in the food purchasing program had to go through a rigorous process to become a USDA vendor and then if approved, submit bids in a competitive process. Multiple Valley companies were awarded the opportunity to supply California grapes to customers across the country.

The grapes will be distributed to food banks and other food programs around the country, starting in December.

2018-12-07T15:46:23-08:00December 7th, 2018|

Farmers Launch New Health Advertising Campaign for Grapes

Ad Series Highlights Links Between Grapes and Healthy Heart, Brain, and Colon

News Release Edited By Patrick Cavanaugh

A new ad campaign from the farmers of fresh California grapes highlights how consuming normal amounts of grapes each day may contribute to long-term health by helping to maintain a healthy heart, brain, and colon.

Reaching consumers online and through print and broadcast, the campaign revolves around a series of ads focusing on the power of the whole fruit: grapes contain more than 1,600 documented natural plant compounds, including antioxidants and other polyphenols.

Each ad highlights key research from scientific study in the area of heart, brain, and colon health. Scientists believe it is the combination of natural plant compounds and daily consumption that provides benefit.

Kathleen Nave, California Table Grape Commission president

Kathleen Nave, California Table Grape Commission president

“Consumers have always loved grapes for their great taste, convenience, share-ability, and beauty. Through this campaign, consumers will learn that the health benefits grapes provide go beyond the basics of eating a favorite fruit as part of a healthy diet,” said Kathleen Nave, California Table Grape Commission president. “It is already established that grapes are a heart-healthy food, and now research in the areas of brain and colon health is emerging that suggests that grapes may have an even broader role to play in long-term health.”

Nave noted that research into these three areas of health, and numerous others, will continue.

The campaign will run in magazines and newspapers in both print and online, on health-related websites, on television and radio, and on social media.

2018-10-01T15:35:35-07:00October 1st, 2018|

Enjoy California Table Grapes Year-Round

Harvest Will Continue into December

By Jessica Theisman, Associate Editor

The California grape season is beginning, and the harvest will continue into the winter. California Ag Today recently spoke with Kathleen Nave, president of the Fresno based California Table Grape Commission, about table grapes.

The California Table Grape Commission was established by an act of the state legislature in 1967 and approved by a grower referendum in 1969. The purpose of the commission is to maintain and expand markets for fresh California grapes and to create new, larger interstate and foreign markets.

Kathleen Nave, California Table Grape Commission president

Kathleen Nave, California Table Grape Commission president

“We are just getting started with a California season. We will be picking grapes all the way into December,” Nave said.

Grapes are a spring, summer, fall and early winter fruit. Sixty percent of the table grapes that are harvested in the state of California are harvested after September first.

“I would just ask people to remember that they can enjoy California grapes in the spring and the summer, in the fall and into the early winter,” Nave said.

There are new varieties of California table grapes. These grapes have been grown by and designed to provide more product for the customer.

“New varieties of grapes were created that would allow growers to continue growing and harvesting in the late October, November, and December time period,” Nave explained.

These varieties were created with the climate in mind. This way, they can thrive and be packed and shipped in November and early December.

“It takes a long time to develop new varieties of table grapes, get them out in the field, learn how to grow them and to get them to the marketplace,” Nave said.

2018-06-19T15:28:20-07:00June 19th, 2018|

California Table Grape Commission is Raisin the Bar for a Fruitful Industry

Research is Huge for the Commission

By Mikenzi Meyers, Associate Editor

With grape season in full swing, there’s an abundance of fresh, local grapes in our grocery stores. While our farmers are hard at work, so is the California Table Grape Commission, and their president Kathleen Nave. They are not only making their presence known in the media but are constantly doing research to improve the industry as a whole.

The California Table Grape Commission has been doing viniculture research since 1972 and is funded by growers.

“The commission does a lot of research on ways in which to help growers grow more grapes more efficiently,” Nave said.

This is done by trying to figure out how to grow grapes with fewer inputs, an example being less water.

Nave also explained the research they do to find the benefits of eating grapes, saying, “We do a lot of health research on those 1,600 phytonutrients that are found in grapes to try to pin down the ways in which grapes are good for us, as it relates to various disease states.”

Kathleen Nave, California Table Grape Commission president

Kathleen Nave, California Table Grape Commission president

Although research is huge for the commission, Nave described their relationship with retailers in the U.S., Canada, and about 30 other countries as “the heart of the commission’s work.” This includes urging retailers to promote grapes by putting them on the shelf, offering multiple varieties, and carrying California grapes from May to January.

In addition, Nave talked about the major presence the commission is making in the media in order to reach consumers.

“We’re on The Food Network [on] television as well as The Cooking Channel, and then we do a lot on social media,” Nave said.

The commission is active on Facebook, Pinterest, and Instagram. In fact, Nave noted that their social media presence has quadrupled in the past two years.

Their goal is to showcase the beauty and versatility of California Grapes and make known the quality of work that the California table grape growers are doing every day.

2021-05-12T11:05:11-07:00June 13th, 2018|

Time for California Table Grapes

Buy Local: Make a Difference One Grape at a Time

By Mikenzi Meyers, Associate Editor

You might want to take a second look when reaching for fresh grapes in your local grocery store, said Kathleen Nave, president of the Fresno-based California Table Grape Commission.  She urged buyers to choose California table grapes when grocery shopping.

Kathleen Nave, California Table Grape Commission president

Kathleen Nave, California Table Grape Commission president

“It can be convenient to reach for the nearest bag in the store when turning to grapes for a healthy snack, but what if we told you those grapes could be from places as far as Mexico or Chile? What if we then gave you the option to have some right out of your backyard?” Nave asked.

“If you have the choice, please choose the California grapes, because those are the grapes that are supporting our rural communities here,” she said.

Nave explained that the California Grape Commission is pushing retailers hard to get their grapes up on the shelf, and they need consumers to support them. She said that if the bag says U.S., then it is from California, as California grows 99 percent of the grapes that are commercially produced in the United States.

Nave explained that the best way to make sure you are buying local is by asking.

“Ask your produce manager for U.S. or for California grapes. That’ll make a big difference,” she said.

2018-06-08T16:09:19-07:00June 8th, 2018|

2018 California Table Grape Season Under way

Table Grapes are Versatile And Healthy

By Patrick Cavanaugh, Editor

California table grapes are now being harvested. Kathleen Nave, president of the Fresno-based California Table Grape Commission told California Ag Today that fresh grapes are now available in local stores.

“California table grape growers began picking a couple of weeks ago, and consumers should be able to find California grapes in their stores today. And certainly, as the season progresses, grapes will be more and more available,” Nave said.

Kathleen Nave, California Table Grape Commission president

Kathleen Nave, California Table Grape Commission president

Consumers should be buying grapes for the taste as well as good health.

“Grapes contain about 1600 different phytonutrients—all kinds of things that are really good for us, and many important vitamins. There’s something magical in grapes that appears to have a lot of potential health benefits.”

Nave said she tells people that they need to be eating grapes basically every day because there’s something really good for us in the combination of things that are in grapes, and that’s grapes of all colors: red, green and black.

“They definitely taste great. Kids love them. So you know, they’re a healthy snack. They look beautiful when you add them to things like salads or you know, even pizza. You can even roast them. So they’re amazingly versatile and then they’re so good for us,” Nave said.

There are about 450 table grape operations in the state, from Southern California to Madera.

“There are vineyards in the Coachella Valley. We have long had a group of growers growing grapes in the desert,” Nave said. “Those are the earliest grapes that are available and are found in stores now, And then of course in the San Joaquin Valley, we have table grape growers from the Tehachapi Mounts North into the Madera area.”

2018-05-24T16:45:28-07:00May 24th, 2018|

Table Grape Nutrition

Kathleen Nave on Table Grape Nutrition

By Charmayne Hefley, Associate Editor

Table Grape AdAs consumers have demonstrated a consistent desire to eat more healthfully, food marketing campaigns are increasingly focused on the nutritional benefits of their products. Kathleen Nave, president of the California Table Grape Commission, said the Commission has launched a global campaign to remind consumers about the versatility of grapes, table grape nutrition and why we love them.Table Grape Commission Logo_Page_1

“The campaign we are fielding in the U.S. is the same campaign we are running in 25 markets around the world,” Nave said. “And if you watch the campaign on the television, you will see it portrays the familiar beauty, simplicity, versatility and healthfulness of eating grapes. Everything we do is designed to remind consumers around the world why they love grapes and how easily grapes fit in a healthy diet.”

“Grapes have significant antioxidants and nutrients,” she continued. “And most importantly, families love them. It’s easy to serve grapes either as a snack or as an addition to favorite dishes like salads, pizza, sauces and yogurt. There are lots of ways you can have grapes in addition to eating them fresh out of hand,” Nave said.

 

2016-05-31T19:27:09-07:00September 25th, 2015|

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