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Published on September 10, 2007

The California Table Grape Commission plans to promote Californian grapes and expand its customer base in Thailand as a result of the Kingdom's improving economy and the baht's appreciation.

"Due to the strong baht, consumers will be able to purchase our grapes at a cheaper price," said Susan Day, vice president of international marketing.

On a visit to attend Asia Fruit Logistica 2007 in Bangkok last week she said grape exports to Thailand had increased significantly since the economic crisis in 1997.

Day said the commission had hired a third party to do a survey and found that 74 per cent of Thai people ate grapes. Of that group, 86 per cent prefer Californian grapes because of their sweetness and large size.

She said this percentage was much higher than in other countries surveyed and the commission saw potential consumer growth here.

The core strategy is to work with retailers to promote the grapes in shops, she added.

California grapes are sold at Tesco, Tops Supermarket, Big C, Makro and Foodland.

Last year Thailand ranked 11th in the commission's 60 export destinations worldwide, following Mexico, China, Malaysia, Central America, Taiwan, Hong Kong, the Philippines, Indonesia, India and the UK.

Total grape production per annum in California is 700,000 tonnes, of which 70 per cent is sold on the domestic market and the rest for export. Day said half of its exports were sent to Asia.

The commission recorded that Thailand had imported 5,191 tonnes from California with total a value of US$9.959 million (Bt341 million) last year and around 2,800 tonnes from Australia and 1,155 tonnes from China.

Compared with other places, California offers more varieties of colour and taste, she said.

According to its website, the commission's task is to maintain and expand markets for fresh California grapes and to create new and larger domestic and foreign markets. Its activities are research, trade management, issue management, education and outreach, and advertising.

California's grape industry is made up of about 550 farmers.

Chalida Ekvitthayavechnukul

The Nation