Autumn fruits delight producers and consumers alike with their warm colors and fresh seasonal flavors.
Thanks to its unique climate and fertile soils, California produces an abundance of fruits in the fall—including apples, persimmons, citrus, grapes and pomegranates—and these seasonal crops are an essential part of the state’s agricultural identity.
“California growers grow over 400 crops and supply just over 50% of the nation’s produce, including about two-thirds of U.S. fruit and nut needs,” said Cherie Watte, executive director of California Grown. “And while every season in the Golden State brings incredible harvests, the fall harvest includes many of the fresh fruits that California leads the nation in, including artichokes, berries, figs, kiwis, lemons, melons, nectarines, oranges, peaches, persimmons, plums, pomegranates and table grapes. In addition to the fresh fruits (and vegetables) being harvested now, it’s also time for the harvest of several ever-seasonal crops, such as plums, raisins, olives for canning and olive oil, wine grapes and our nut products. In short, fall is a big deal.”
Grown in California
Watte says California Grown exists to connect consumers with the people who produce their food and to help the public understand the state’s role in national food production.
“We do this through marketing programs including digital and social media, retail partnerships, nutrition education and foodservice programs in restaurants and schools. We also work with partners like Visit California to make sure people think of food and wine when they think of the Golden State,” Watte said. “Our methods range from things that may seem pretty simple, like providing Eat the Season posters that indicate when crops are in season, to delivering digital ads around a grocery store that carries California produce while a sale is running in the store, to delivering agritourism-related content to someone searching for travel information online. The goal is to help our farmers and farmworkers thrive and to ensure consumers recognize them for their incredible – and delicious – contributions.”
The California Grown website offers a mix of recipes, stories from farmers and farmworkers, and information about what grows in California and how those products are made.
Californian grapes
California grapes are consumers’ first choice among fall crops and are among California’s top 10 most valuable agricultural products, according to the California Department of Food and Agriculture.
The U.S. wine grape season typically begins in June in the Coachella Valley and ends in the San Joaquin Valley around November, depending on the year’s conditions, says Jen Sanchez, vice president of marketing at Sun World International.
“Several Sun World varietals will be available in the fall, including Midnight Beauty, Autumcrisp, Scarlotta Seedless, Adora Seedless and Sun World’s newly launched brands, Epic Crisp and Applause,” she said.
The warm, sunny days and crisp, cool nights in California’s Coachella and San Joaquin valleys provide optimal conditions for growing the perfect grape – crisp and sweet, Sanchez said.
“The long growing season and low rainfall during the summer months also contribute to ideal growing conditions. The berries are naturally larger, which is preferred in some markets,” said Sanchez. “Since most of the fruit is grown and sold locally in the U.S., freshness is also ensured longer by reducing transportation time to the final destination. California is also one of the first places in the world to grow and market new Sun World varieties.”
Fresh Farms sales representative Shaun Ricks says the company is focusing on a select range of varieties this season, including Sweet Globe, Great Green, Allison, Krissy and Candy Hearts, and estimates the total pack will be 94 million, with final numbers expected to be confirmed in December.
“At Fresh Farms, we are particularly pleased with the Sweet Globe variety, a particularly large green grape that is naturally very productive,” said Ricks. “Harvest begins in July and ends in late August, and it is exported in large quantities to the Pacific Rim countries.”
As for fall varieties, Fresh Farms has been actively planting the Allison variety, which is naturally an extra-large, berry-red grape with great flavor that works well to achieve a full red color, Ricks said. The Allison harvest occurs in late August and can continue well into October, depending on growing practices and soil type.
Mitch Wetzel, vice president of Sunview Marketing International, said the company is in the midst of a banner season for its private labels and varieties, particularly Sparkle, a red seedless grape, and Stella Bella, a green seedless grape.
“We’re seeing a fantastic following and great demand for these two grapes,” Wetzel said. “They seem to be rising to the top of the class.”
Grape consumption
Grapes are widely available among consumers in the fall at tailgating events, outdoor entertainment events or parties, Sanchez said.
“Grapes provide a refreshing, sweet and crisp crunch to consumers’ activities while also being healthy and hydrating,” she said. “They are the perfect addition to charcuterie boards, for making candied grapes for Halloween, for packing in the kids’ lunch boxes or just enjoying as a healthy snack.”
At Fresh Farms, the specialty grape variety Candy Heart is a particular attraction. Ricks says it is unique in its exceptionally sweet flavor and the extra-large size of the Candy Hearts makes them special and a favorite with both domestic and international customers.
Sunview Marketing International’s organic program has been attracting growing interest from consumers for some time now.
“Another exciting thing for us as we continue to expand the organic program for October and November is that it seems to be generating additional sales as well,” Wetzel said. “This is fairly new because in the past, organic business ended for most people in October, but in recent years it has done very well in October and November.”
Although the company’s grapes are grown organically from start to finish, Wetzel said, “In the final stages, retailers didn’t seem to be as enthusiastic, but now things are picking up and consumers are much more enthusiastic, especially in November and even into December.”
“Another trend is that the dynamic between red and green seedless fruit has shifted so that it is much more balanced,” Wetzel added. “We are seeing a lot more promotions for both colors simultaneously.”
Insights into the 2024 fall season
“This year’s heat wave has impacted the harvest,” Ricks said in a press release about Fresh Farms’ California grape harvest. “The intense heat had a noticeable effect, especially on colored grapes such as Flames and Summer Royals, which were very slow to turn color and only started doing so in the last week. There was only a slight delay in the green grapes, but they continued to ripen as the heat subsided and are now about two weeks faster than last year. The colored grapes are about the same level of ripeness as last year.”
Fresh Farms has been able to overcome current challenges and is positioning itself for future success as consumer preferences change. The company is adapting its strategies to ensure its grapes cover all aspects such as taste, appearance and attractive packaging, he said.
“By catering to these preferences, we can deliver the best possible grapes to the market,” Ricks said.
Wetzel said there has been a lot of talk about the heat and its impact on the second half of the fall grape season.
“I think the lesson we learned last year is that regardless of crop size, the California grape industry is focused on getting superior product into the boxes,” he said. “We proved that last year with the hurricanes, even with a crop of 77 million boxes — down just under 20% overall — and we made it into December when people thought we wouldn’t make it to Thanksgiving. I think that’s true for every season, regardless of the climate constraints. The California grape industry is committed to getting product out into December.”
