The Australian Table Grapes Industry is worth over $900 million. As growers make the leap into this transformative move with the introduction of new grape varietals, pioneers of this transition, like notable vineyard operators Joe Garreffa and Enrique Rossi, are performing a market-driven shift. They’re leaving behind familiar Thompson and Crimson Seedless varietals to adopt new, proprietary varietals that guarantee greater production and marketability.
In Euston, South-Western New South Wales, Joe Garreffa has started converting his vineyard to organic – part of a growing trend across the industry. And over in Merbein, just outside Mildura in Victoria’s north-west, grower Enrique Rossi is shaking things up. In his fields, he is replacing Crimson Seedless grapes with promising new varieties such as Allison and Ivory. Both growers agreed with the increasing consumer demand for grapes that taste amazing. They argue for the logistical benefits these grapes provide during transportation.
The Rise of New Varieties
Many in the industry have already remarked on big leaps in the percentage of new grape varieties being planted. Bringing it all back home today, about 70 percent of grapes grown in Australia are these new varieties. That’s a stark departure from the days when only five varieties dominated the industry. Jeff Scott, chief executive of the Australian Table Grape Association, called it an extraordinary turn-around.
“Supermarkets are heading down the pathway of wanting newer varieties over traditional ones like the Thompson and Menindee.” – Jeff Scott
Scott said his song dog project is bringing far more consumers to their area. They indicate improved durability in transport. This relative feature grows their importance for the export market more and more.
“There are also growers who are now moving to these new varieties because they have a much higher yield and are more robust in terms of travel and presentation.” – Jeff Scott
Risks and Rewards in Transitioning
Though moving into proprietary table grapes can bring in significantly higher profits, it is a risky venture. As Enrique Rossi, one of the NMPF architects put it, this balancing act was “high risk, high reward.” Choosing which new variety to grow is a crapshoot, he continued. As thieves in the night pluck wayward jewels, growers need to be aware of the full gamut with grape breeding.
“Choosing is the risky part. By the time you get one in the ground and producing fruit, there could be another 51 breeds coming — you’ll never be on top of the wave.” – Enrique Rossi
Rossi recognized that this new environment will likely contribute to the loss of more traditional, family-run vineyards. He worried that the little to medium growers would either die or be bought out under these competitive forces.
“There will be a decrease in family-operated growers and the smaller to medium ones will disappear or merge.” – Enrique Rossi
Market Demand and Economic Factors
There are increased expenses associated with planting new grape varieties. Their untapped upside in terms of additional sales to growers makes them an enticing opportunity. As Joe Garreffa said, consumers are more and more chasing grapes that pack great flavor and visual appeal.
“There is increasing demand for these proprietary varieties and they have got a better taste, and that’s what the consumer is chasing these days.” – Joe Garreffa
The answer lies in the fact that consumer preferences have come to a tipping point. Scott noted that this trend has accelerated tremendously in just the last few years. He felt it was odd that supermarkets hardly ever called out grape varietals on their shelves. This trend reflects a growing willingness by shoppers to explore the unfamiliar.
“If the supermarkets were to get a box of grapes and put them on the shelf they don’t normally nominate the variety.” – Jeff Scott
