Sun World Shares Expanded Corporate Marketing and Brand Vision
Sun World International recently held its annual Early Season Table Grape Field Day at the Center for Innovation in Wasco, California, on July 11. This event provided a platform for over 200 grower licensees, retailers, and media partners to explore “What’s Next”, the latest advancements in table grape varietal development and to witness the introduction of Sun World’s refreshed corporate brand identity.
The field day offered attendees a unique behind-the-scenes look at the ongoing efforts to create consumer-inspired and grower-friendly grape varieties, aimed at delivering a consistent, high-quality eating experience.
During the event, Sun World’s licensed partners had the opportunity to observe both current commercial varieties and new cultivars being tested in commercial vineyards and Sun World’s test block. This exposure is invaluable for growers and marketers globally, allowing them to make informed decisions regarding their planting plans based on firsthand observations.
Lara Kirsten, sustainability and compliance manager at JD Kirsten (Pty) Ltd, highlighted the event’s significance, stating, “Attending the Sun World Late Season Field Day allows me to build relationships with other growers and licensees as well as learn practical and technical information vital to my business.”
Attendees also gained insights into the company’s strategic future, including the recent corporate brand refresh. The marketing team emphasized how the new branding aligns with Sun World’s mission to support licensees and growers.
Images: Courtesy of Sun World International
Part of this initiative includes the launch of an information-sharing platform to provide easy access to essential materials. Additionally, the event featured updates on the planting growth plans for the Sugrafiftythree variety, marketed under the RUBY RUSH® brand. This early red seedless grape variety, first introduced commercially in July 2023, has shown promising results across various global locations.
Jennifer Sanchez, vice president of marketing at Sun World International, discussed the company’s commitment to innovation in varietal development. She remarked, “Sun World International is making significant investments in our partnership with growers and retailers to bring higher-yield, easier to grow, and more sustainable varieties to growers’ vineyards while focusing on the characteristics, quality, and brands that consumers are searching for. As a breeder and former grower, Sun World brings a grower’s perspective to new varietal development, understanding that we must combine grower benefits with consumers’ preferences to successfully bring a new variety or brand to market.”
The event also allowed participants to taste new grape varieties and provide feedback on desirable traits and characteristics. This collaborative approach ensures that the needs of both growers and consumers are met. Researchers shared insights into the challenges of balancing these needs to develop successful new varieties.
The annual Early Season Field Day is not only a showcase of Sun World’s latest advancements but also a vital networking opportunity for the agricultural community. Tinake de Klerk, head of technical, quality assurance, and sustainability at Capespan, praised the event, saying, “Our company has attended these events for 15-plus years and this was the best event yet. I can’t wait to see what Sun World has in store next.”
The next major event, the Late Season Field Day, is scheduled for August 21, and interested parties can contact Sun World for more information at marketing@sun-world.com.
As a global leader in variety development and licensing, Sun World International maintains a vast network of licensed growers and marketers across multiple continents, including offices in the United States, Europe, Australia, South America, Israel, and South Africa. In 2023, the company launched a global marketing campaign for its AUTUMNCRISP® brand seedless green grapes, aimed at increasing demand and revenue for its international licensees. More information about Sun World can be found at sun-world.com.
