The old saying “If it ain’t broke, don’t fix it” seems to have found a home at the Fresno-based California Table Grape Commission.
While not grammatically correct, the approach reflects the commission’s marketing commitment for 2011.
After two successful years of “Grapes from California” days at major league baseball parks, the commission is refocusing the sports-related program, said Kathleen Nave, president.
“Based on the success of the baseball program, we’ll actually have an expanded, broader sports promotion program for 2011,” she said.
Retailers will have the opportunity to play a greater role, too, by participating in table grape display contests. Winners of the contests will receive tickets, courtesy of the commission, to the regular season sports event of the winner’s choice, Nave said.
“It gives us the opportunity to make the promotion season-long,” she said.
By continuing into the fall, winners will be able to choose from sports events other than baseball. There’s also a second tier to the promotion.
During the Grapes from California days, the fruit was sold in the ballparks.
“For foodservice this year, we’ll be targeting all kinds of sports venues,” Nave said.
Among them will be concessions at ballparks, stadiums and arenas.
Another expanding constant for the commission in 2011 is the relationship with television’s Food Network, its Internet sites and its magazine.
“We found it was very successful with retailers,” Nave said. “They believe their customers are focused on Food Network.”
The commission’s sponsorships of traffic reports on radio also return.