In 2022, California farmers grew 272,483 tonnes of grapes – nearly 8.4% of world supply (USDA).
But life for California farmers isn’t so plump and juicy. Last year’s crop was down -28% from 2018.
To sustain their livelihoods amid climate change, California farmers needed MORE revenue from LESS crop yield.
OBJECTIVE?: Raise incremental sales by engaging key export markets – chiefly México – for California Table Grapes.
OUR METRIC?: ‘Value Per Volume’ – in our case, price per pound (or .45 kilos) – to maximise revenue from low crop yields.
