Grapes gained exposure in Spanish-language media for the New Year’s holiday as news outlets responded to a media kit provided by the California Table Grape Commission.
The 12 uvas de la suerte tradition, or 12 grapes of luck — with one eaten for each strike of the clock at midnight on New Year’s Eve — led to stories in venues including the La Opinion daily newspaper and NotiMujer, a women’s program on CNN en Espanol.
“We were part of a five-minute segment,” Karen Brux, vice president of marketing and communications at the Fresno, Calif.-based commission, said of NotiMuher. “They had a big display of grapes on the coffee table as they were talking about New Year traditions.” The program claims an audience of more than 5 million.
The kit included serving ideas with an emphasis on holiday celebration, plus a fact sheet on California grapes. The state’s season ends in late January and resumes in May.
The tradition originated in Spain in the late 1890s and from there spread to Latin America and the U.S. Finishing all 12 grapes by the last chime symbolizes a year of prosperity.
“Recent figures in Hispanic Business magazine project U.S. Hispanic buying power to grow 48.1% to $1.6 trillion (from) 2011 (to) 2016,” Kathleen Nave, president of the Fresno, Calif.-based commission, said in a news release. “We look forward to better understanding how we can increase demand for grapes from California among this powerful demographic."