Razzle Dazzle Field Update 7-8-2020 by The DLJ Team
We are officially in transition period for our Razzle Dazzle grape program, as we have officially finished our last
shipments from Mexico and have already begun fresh harvest in Central CA this week.
Field Update – Mexico/USA – July 8, 2020
This shaped up to be one of the most challenging Mexico seasons in our history, but we were able to work through COVID19, lockdowns, and lower crop volumes to build a successful Mexico Razzle Dazzle program for our first season.
Now it is time to get excited for the next 6 – 7 months of promotion. Harvest is rocking on some gorgeous Razzle reds in Central CA, with amazing size and finish. Some of the best crops we have every season this early in the season. The industry will be light on green seedless for most of July, but we have already started a moderate harvest in Dazzle already going to bridge the gap from Mexico. Pristine harvesting in Coachella, with an amazing Sugrone field with high Brix starting by the end of the week. Sugar and size will continue to gain, but we are very happy with the starting point here in Central CA.
Razzle Dazzle will continue as we transition growing regions. Retail nationwide have proven that this is the perfect item to create an impulse purchase for the customer than looking for a combo option. Instead of sacrificing Razzle or Dazzle movement, we have found that the Razzle Dazzle Bi-Color is a nice addition to build impulse purchases to complete a solid grape category. It has superseded both Red Globe and black seedless in most retail environments and become the # 3 in the category.
With industry numbers showing decreased volumes and sales dollars, the Razzle Dazzle program has proven to be a huge success for our partners. With the foundation of building a program around palatability and quality, you can feel confident that retails to build a strong margin will leave a lasting impression on customers. We appreciate your support and look forward to some exciting promotions and movements as we build momentum on our CA grape harvest.
The DLJ Team is here to answer all your questions. Get in touch with us.