California Table Grape Commission Looks to Exports for Growth
September 26, 2022 The California Table Grape Commission is strengthening and sharpening its global marketing focus, beefing up the department, and promoting Alyson Dias to the new position of Chief Marketing Officer.
Dias is responsible for leading the development of an integrated, strategic, global marketing campaign targeting consumers and the trade in the U.S and export markets to motivate purchase of California table grapes, which were a $2.14 billion crop in 2021.
The Golden State produced 97 million boxes of table grapes last year, 99% of the U.S. total, with a total of 81 varieties harvested in May through January. They are primarily grown in just two areas of the state, the huge San Joaquin Valley, and to the south, the Coachella Valley. California’s 330-plus table grape growers export 37% of their crop, which is sold in 56 export markets.
Dias’ responsibilities include stewardship of the Grapes from California brand, directing consumer and trade research, and strategic campaign development to motivate both the movement of grapes to the marketplace and shoppers to purchase.
Leaders of the California Table Grape Commission’s marketing efforts include Alyson Dias (top right), Nick Nakashian (top left), and Rachel Coelho.
Photos courtesy of the California Table Grape Commission
“Alyson is now responsible for overseeing the global marketing program, which includes domestic and export markets and the leading of a larger marketing team,” says Kathleen Nave, President of the commission. “The success of such a vital and extensive marketing campaign calls for a dedicated individual to lead the effort; Alyson’s comprehensive background, and her keen and thoughtful attitude make her ideal for the role of CMO.”
In addition to Dias stepping into her new role, Rachel Coelho and Nick Nakashian of the commission are filling two new positions within the established domestic and export marketing team, formerly led by Dias. Serving as Assistant Director of Marketing, Social Media and Influencers, Coelho develops and shares commission content and messaging on all commission social media platforms as well as manages social media influencer and retailer-tagged radio programs. Serving as the Assistant Director of Marketing, Content Development and Analysis, Nakashian is responsible for analyzing consumer response to commission messaging and using the learnings to shape content development in key communication areas.
“Being able to bring all of the marketing elements under one umbrella is an important step forward to ensure the impactful delivery of key commission messaging around the globe,” says Nave.
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