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California Grapes Star in ATP-Funded Media Appearances Across Canada

11/06/2019

 

Attachment California Table Grape Commission Canada Media Success Story 11 06 19 USAEDC (1)

 

Mooking Satelitte Media Tour 1

In late July 2019, Canadian chef, musician, and television celebrity Roger Mooking led “Summer Cooking with California Grapes” across Canada via radio, television, and internet news outlets and blogs. During the ATP-funded media events, Mooking demonstrated newly-created California grape recipes during three live in-studio interviews with Canadian television stations. Mooking also participated in a satellite media tour, comprised of more than 25 live interviews during one of the largest public events in Canada – the annual Celebration of Light festival in Vancouver, British Columbia – of which California grapes was also a sponsor. Canadian primary shoppers were the main target for the media outreach, where Mooking emphasized the California origin, key usage and snacking messages, as well as the May through January availability of grapes from California. The ATP-generated media reached 1,038,857 television viewers, and garnered 579,383 radio impressions. Also, the internet audience reach was 37,356,561 consumer impressions. If purchased, the combined media exposure would equate to an advertising value of $640,061. 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.