Mack introduced its own-branded grapes to the wholesale trade this week.
The first arrivals of Mack Platinum grapes from Chile hit UK markets at the end of last week.
This is the second brand to be launched by Mack onto the wholesale scene, following the success of its branded bananas.
Mack Platinum, which kicked off with Thompson Seedless, will include Crimson from April.
A supply of both white and red fruit from GlobalGAP-accredited sources will thereafter be maintained all year round.
The formats will include loose 4.5kg boxes and 10x500g punnets later this year.
Jon Nikhwai, buyer for Mack grapes, said: “Wholesale is an area with demanding customers who are becoming increasingly aware of food safety and environmental issues, but without compromising on quality. We have identified key growers who also understand this and take pride in delivering quality at fair prices.”
The move into branded grapes will allow the wholesale businesses to build on the reputation that Mack Multiples has in the category.
Chris Rudd, sales director for fruit at Mack Bristol market, told FPJ: “We had a meeting four or five months ago and we decided that, because Mack Multiples is strong in the grape job, we wanted to tap into that for the wholesale trade to try to give customers top-quality fruit 52 weeks of the year.
“We are looking at six months to a year to get Mack Platinum up and running how we want it with real continuity, but we see this as a long-term project.”
Paul Williams, divisional director for Mack Bristol, added: “This is the second thing we have tried between Paddock Wood and markets as a whole. The first, on bananas, has been a great success and we would like to repeat that.”
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