The funds come after the USDA denied extra funds to stop the spread of Pierce’s Disease, an incurable bacterial malady that kills vines.
The names will be used to promote the Sugra74 and Sugra60 varieties, two new cultivars set to become category darlings, according to the company.
The Global Grape Group’s “Have a Grape Day” campaign reached millions and generated $67 million in sales over two years.
Global Grape Convention 2026 speaker Marcial Hernández says that the industry should move its attention from genetics and varietal renewal to the retail shelf.
Faced with a complex harvest, the industry is shifting its strategy toward climate-resilient varieties.
The firm is betting on strong partnerships, with a mix of commercial experience, regional strength, and supply chain reliability.
Industry body Abrafrutas is working with producers and exporters to steer necessary procedures and mitigate adverse effects of the levy.
As the one of the only ag categories not exempted from the levies, producers risk losing competitiveness, writes Margarete Boteon, horticultural researcher at Cepea.
Assets, including real estate properties, water rights, and client contracts, were acquired by Conterra Ag Capital.
Most of the company’s varieties are at or near full color, but owner CJ Buxman clarifies that sugar-acid balance is not there yet.
