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California Grapes Shine During Canadian Celebration of Light Festival



Attachment California Table Grape Commission Canada Festival Success Story 11 06 19 USAEDC (3)


Mooking Celebration of light no 1

Using ATP funds, California grapes were represented as a sponsor during one of Canada’s largest consumer events, the Celebration of Light, held each year at the end of July in Vancouver, British Columbia. The Celebration of Light is a three-day fireworks festival that drew 1.2 million people in 2019. As a sponsor, consumers were exposed to the California grape logo throughout the festival venue, as well as having California grapes announced as a sponsor prior to each firework display. In addition, approximately 400 people watched a grapes from California cooking demonstration with Canadian celebrity chef and musician Roger Mooking. During the demonstration, key messages on the attributes of California grapes for snacking, portability, taste, California origin, and the May through January availability were emphasized and educational materials were distributed. California table grape picnic baskets were also given to those who attended, and the entire event was live-streamed on the California Table Grape Commission Facebook page. Fresh California grapes and newly-developed California grape recipes by Mooking were also sampled at three of the consumer firework viewing stations, and industry-funded California grape novelty gifts were distributed to more than 3,000 Celebration of Light attendees. Canada remains an important export market for California grapes; in 2018-19, 98,065 metric tons (MT) (11,378,706 19-pound boxes) were shipped to the market for an export value of $193.1 million. USDA data shows an increase in 2019 volume to the market; May through August 2019 California grape exports to Canada rose 7.1 percent over the same period in 2018, to 26,161 MT (3,035,572 19-pound boxes) for an export value of $54.7 million.