When it comes to US grape production, California stands head and shoulders above other states. The so-called Golden State is responsible for a whopping 90 per cent of the country’s crop and thanks to significant investment and the maturing of newer plantings, production has been punching above 85m tonnes since the start of the decade.
Barring climatic anomalies, this season’s crop is expected to come in at 88.5m cartons. The Californian season kicks off in May with the green seedless variety Perlette. However, it’s normally only when European production winds down that the US spies a window of opportunity and makes a firm move. This occurs in the autumn although some exporters do try and make their presence felt earlier if possible.
It seems that the UK deal is tough for even the most seasoned of players and one industry insider noted that the amount of people shipping to the UK seems to be concentrated in a few hands.
When talking to those Californian grape exporters who do supply the UK market, many will tell of the substantial competition they face in a normal year. Europe is awash with grapes and it seems that every year, more producers are not only increasing their production but also extending their season - wily tactics which squeeze out the opposition.
Competition to supply the UK is notoriously intense and as well as European production, the US also faces substantial crops from South Africa and Brazil, as well as newer kids on the block such as Peru.
But California does have a useful weapon up its sleeve. It is a major red seedless grape producer and has increased its Crimson plantings substantially in the last few years. With the UK taking more of an interest in red seedless grapes, this could spell good news for the Californian industry.
“Crimson is an excellent variety,” says John Pandol of Delano-based producer Pandol Bros. “It has good taste and excellent post-harvest characteristics. In my opinion, it’s the best looking grape out there.”
Pandol Bros concedes that it is not a major supplier to the UK, although the firm does do some regular business in Ireland.
“Like most deals, the UK is an increasingly crowded playing field but there are spots of opportunity in it,” Pandol notes. “It’s a tough market and all sorts of certifications are required. Unless you’re going to be shipping significant volumes, it’s not the best use of resources. It’s a question of timing, generally we don’t have fruit when the UK market wants it.”
Other exporters include Castle Rock Vineyards. The company is active in a number of markets, including Europe and Asia. “We ship Thompson Seedless and Crimson to the UK during September, October and part of November,” says a spokesperson.
The Delano-based producer has reported a good start to the 2005/06 season and works with UK retailers and wholesalers.
“UK demand is growing as newer varieties such as Crimson open it up,” says Castle Rock. “Consumers and retailers want high quality product.”
However, while the UK market will pay for top quality fruit, grapes must be at their best before they are allowed on the retail shelves. In addition, California has a geographical disadvantage and grapes are on the water for two to three weeks before they land.
According to Californian exporters, it is not unusual for fruit to be rejected when it finally does enter UK shores.
However, with the UK receiving more than 10,000 tonnes of Californian grapes in any given year and the season running until December, some exporters feel the market is still worth the time and effort.
CONSISTENCY UNLOCKS KEY MARKET
Californian table growers are able to compete in the UK market by offering numerous varieties that the market demands. That’s the opinion of Susan Day, California Table Grape Commission’s (CTGC) vice president of international marketing, who further notes that California’s ability to send consistent, high quality fruit during a relatively long season stands it in good stead.
Day describes the UK market as “highly competitive” but notes that it remains a key destination. “The California table grape industry has shipped to the UK for many years and shipments reached their highest level in 2004,” Day says.
During this period, a total of 14,809 tonnes were shipped, representing a 30 per cent rise on five years ago. “In 2004, the UK was the industry’s fifth largest export market and California grapes were shipped to the UK throughout the summer months, even when the large European crop was available,” Day says.
The CTGC has conducted a number of in-store sampling and tasting demonstrations in the UK this season and promotes Californian grapes in more than 50 countries around the world.
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