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Horticultural Crops

MAP Funds Assist in Increasing California Grape Export Volume to Japan



Attachment California Table Grape Commission Japan Success Story 06 25 19 USAEDC (14)


Japan display sampling table 2018

Trade education on USDA-MAP-funded promotional opportunities resulted in increased Japanese retail chain participation during the 2018-19 season. Also, additional USDA-MAP retail promotional funds were directed to Japan to extend the California grape selling season, resulting in earlier and later retail participation. During the 2018-19 season, 62 targeted retail chains in Japan, representing 512 retail stores, participated in California grape promotional activities using USDA-MAP funds; an increase from 32 retail chains and 439 retail stores participating in 2017-18. In-store sampling demonstrations were the most widely utilized activity during the three-month promotional period. California grape point-of-purchase materials were also widely used. Season-long California retail volume in the targeted chains grew by 48 percent, to 839,268 19-pound boxes in 2018-19, versus 567,112 boxes the prior year. The return on investment for the promotional period was $86 for every USDA-MAP dollar spent on the program. According to USDA export data, during the May through January 2018-19 season, total California grape exports to Japan grew by 21 percent, to 2,076,438 19-pound boxes (17,895 metric tons), for an export value of $44.5 million.