California Table Grapes Shine in a Strong Season: Insights from President Ian LeMay
A Promising Season for California Table Grapes
President of the California Table Grape Commission
The fall season has brought another strong showing for California’s table grape industry, with growers reporting consistent quality from start to finish. In a recent conversation with Ag Meter host Nick, Ian LeMay, President of the California Table Grape Commission, described 2025 as a “fair season” marked by balanced weather and ideal growing conditions.
A mild spring and summer supported even fruit development, resulting in exceptional flavor across varieties. This year’s fruit impressed not only domestic buyers but also international markets.
“I’ve been all over the world this season,” LeMay said, referencing recent trips to Hong Kong, Mexico, and several Asian countries. “The first thing anyone says is that the quality has been fantastic.”
Navigating Retail Challenges
Even with standout fruit quality, early-season challenges affected movement. From August through September, retail demand slowed due to higher-than-normal prices and reduced promotional activity. But as fall arrived, advertising and pricing normalized, and movement improved significantly.
This rebound, combined with continued picking, positions California grapes well into the winter months.
Weather, Preparation, and Late-Season Harvest
Late-season rains arrived in the valley, but growers were prepared. Plastic vineyard coverings—typically installed around mid-September—protected fruit and extended harvest windows.
“We still have growers harvesting today in California,” LeMay noted. Some operations will continue picking through Thanksgiving, contributing to promotable volumes well into December. LeMay emphasized that no holiday table should be without fresh California grapes, from Thanksgiving through Christmas.
From Vine to Store: The Remarkable Journey
To demonstrate what it takes to grow a premium product, LeMay recently recorded a series of vineyard videos documenting the annual cycle: from winter dormancy to bud break, canopy growth, fruit set, and final ripening.
Once harvested, grapes are bagged and boxed within minutes. Thanks to efficient cold-chain logistics, they arrive at grocery stores in just three to five days—an impressive showcase of farm-to-table freshness.
Representing California on the Global Stage
As the voice of the California table grape industry, LeMay travels extensively. His pride in representing a multigenerational industry was clear.
“It’s a privilege to represent such a quality fruit and such a quality industry,” he said. But he also stressed that every year demands renewed effort, innovation, and market development to maintain California’s global leadership.
Innovation and New Varieties Shaping the Future
Nick reflected on how dramatically the industry has changed. Once dominated by Thompsons, Flames, and Red Globes, California now grows more than 80 varieties.
The Commission’s long-standing partnership with the USDA continues to generate new varieties with improved shelf life, flavor, and texture. Innovation extends to harvesting, packing, and shipping technologies as well.
Events like FIRA showcase robotics, automation, and emerging ag-tech that will define the next generation of farming. LeMay encouraged young people with backgrounds in engineering, AI, or computer science to consider agriculture as a high-tech career path.
Planning Ahead for the 2026 Season
Even as the 2025 season continues, planning for 2026 is well underway. While California exports table grapes to more than 21 countries, the U.S. remains its top customer, consuming over 70% of the crop.
New markets are under evaluation as the Commission works globally to expand opportunities while supporting strong domestic demand.
Tariffs and International Trade
On the subject of tariffs, LeMay reported no major negative impacts on table grapes themselves. Some export destinations, including Taiwan, maintain long-standing tariffs—20% in Taiwan’s case—but negotiations continue through the U.S. Trade Representative’s office.
For U.S.-imposed tariffs affecting some imported produce, LeMay urged caution. Many affected imports have only recently reached the market, making it too early to assess long-term impacts.
Federal and State Support for Agriculture
LeMay acknowledged the challenges of operating in California but praised the Commission’s strong relationships with state and federal leaders. He emphasized the importance of helping consumers understand the realities of farming:
“It’s easy to forget how difficult a job farmers have every day to produce high-quality, nutritious food. That’s why we work to tell our story and build appreciation.”
Upholding High Standards in a Challenging State
Nick pointed out what many growers know well: California’s world-class quality comes with higher costs. Labor, freight, and regulatory compliance all exceed the standards of many competing regions.
California leads the nation with:
- One of the highest minimum wages
- A 40-hour agricultural work week
- A fully developed Department of Pesticide Regulation
These safeguards differentiate California grapes and help earn consumer trust around the world. LeMay encourages growers to view these standards as a badge of honor.
The Need for Retail Partnership
Growers often feel that retailers chase the cheapest price despite California’s unmatched quality. LeMay agreed, noting that “driving ourselves to the cheapest price is an act of futility.” Producing premium fruit requires investment, and buyers must understand the value behind what they’re purchasing.
While the Commission does not negotiate pricing, it plays a key role in explaining the realities of California agriculture to retailers and consumers.
Market Competition and 2025 Volume Movement
Volume this year is slightly behind last year due to:
- High early-season retail prices
- Reduced August and September promotions
- Extended availability of Mexican grapes in the U.S. market
California growers face global competition from Mexico, Peru, Chile, and other regions. With the U.S. as the preferred target market for many exporters, LeMay urged American consumers to “defend their home turf” by choosing California grapes.
Encouraging Consumers to Choose California
A central message of the Commission remains simple:
Look for, ask for, and choose California table grapes.
LeMay emphasized that promotable volume will continue through December. Bags are clearly labeled, and consumers are encouraged to check the origin label and request California fruit.
“Grab one, two, or three bags,” he said. “They make a great snack, fit perfectly into any entertainment spread, and they’re very healthy.”
Overlap with Southern Hemisphere Fruit
As California winds down, grapes from Chile and Peru enter the market. Some overlap is inevitable, but California fights to maintain shelf space as long as quality allows.
“It’s a competitive global industry,” LeMay said. “We encourage retailers to stock California as long as we have that quality product—which we still do.”
California Quality Remains Unmatched
Nick highlighted a shared belief among produce managers and consumers: nothing tastes like a California grape. LeMay wholeheartedly agreed. California’s flavor, consistency, and meticulous growing practices continue to set the global benchmark.
A Holiday Message from the Commission
As the interview concluded, LeMay encouraged families to continue supporting California agriculture during the holiday season.
“We truly appreciate the support,” he said. “Look for, ask for, and choose California Table Grapes.”
With harvest still underway and exceptional fruit available through the end of the year, the Commission hopes consumers will make California grapes a staple at every fall and winter celebration.