Early Harvest, Bigger Opportunity for Grapes
California grape growers are getting an early start this year, and that could mean a longer runway to build demand and keep grapes moving well into the season.
The California table grape harvest is expected to kick off about two weeks early. Growers in the Coachella Valley are looking at an early May start, with the San Joaquin Valley coming on in mid June, setting up a full, extended season.
“California grapes have always enjoyed a long season, with grapes often being promoted into January, but an early start to the season this year lets retailers get a head start on promotions and providing tasty, healthy, happy Grapes from California to eager customers,” said Ian LeMay, president of the California Table Grape Commission.
For 2026, the commission is rolling out an updated global marketing campaign across the U.S. and in up to 22 export markets, aimed at driving demand at every level.
Part of that effort includes the new Lunchbox League, a trio of superhero grapes named Captain Cluster, Munch, and Glow, designed to connect with shoppers and highlight the taste and health benefits of California grapes. The campaign also leans into research suggesting grapes can be considered a superfood.
