Beyond the Vineyard: What Makes a Grape Marketable?
From AgriCurious Podcast · 25:20
Show by The LammLab
What makes a new grape variety successful? Is it the taste, appearance, packaging, ease of production, or something more?In this episode of AgriCurious, recorded at the Vitis × Muscadinia (VxM) annual meeting in Canandaigua, New York, host Dennis Baffour-Awuah sits down with members of the project's Marketing Team: Dr. Katie Sanders, Dr. Knuth, and graduate students Ruwini Bandara and Amelia Brady from North Carolina State University, and Roberto Cardenas from the University of Florida.Together, they discuss the research behind developing and bringing new grape varieties to market, examining both consumer preferences and growers' perspectives. From what attracts shoppers to a particular grape to what influences growers' willingness to adopt new varieties, the conversation also explores the roles of packaging, naming, and marketing in shaping a grape's success.After listening, please take 10 seconds to share your feedback at bit.ly/agricurious.
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