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MAP-Funded Promotional Activities Increase California Grape Volume in South Korea



Attachment California Table Grape Commission South Korea Success Story 05 03 19 USAEDC


South Korea in-store display and sampling with uniformed grape personnel

Five major retail chains in South Korea participated in 14 USDA-MAP-funded California fresh grape promotions September through December 2018, and moved a combined 60,275 19-pound boxes chain-wide, versus the pre-promotional volume of 27,676 boxes. A total of 450 retail stores participated in the promotional activities, and 284 stores had in-store sampling demonstrations. Along with California grape point-of-purchase materials displayed, consumer recipe cards featuring California grapes were distributed. Consumers purchased 117 percent more California grapes during the promotion, for a combined value of $1 million. The return on investment for the promotional period was $3 for every USDA-MAP dollar spent on the activities. Total targeted chain-wide volume during the 2018 season was 549,100 19-pound boxes, an increase of 33.9 percent over 2017 volume. USDA data for California grape exports to South Korea May through December 2018, reported 2,726,626 19-pound boxes (23,499 metric tons), with an export value of $49.9 million; an increase over 2017 same-period export volume of 87.4 percent, and 83.2 percent over 2017 export value.