GrapeCo Australia and Woolworths
A 26-Year Partnership of Innovation and Flavour. Two decades ago, table grapes were a familiar staple of the Australian grocery scene. Varieties like Thompson and Crimson were everywhere, and dependable, but hardly exciting. They were the grapes that consumers knew, the grapes that filled supermarket shelves without fanfare.
Brothers Adrian and Frank Caia, the driving forces behind GrapeCo Australia, weren’t satisfied; they envisioned a future where grapes weren’t just a commodity, but an experience – one that would elevate customers’ fondness of the simple grape to a new level of excitement.
Driven by this vision, the Caia brothers set out to change ‘The Grape Game’. They forged partnerships with American growers and breeders who were pushing the boundaries of possibility, gaining access to a whole new world of innovative grape varieties through cross-pollination.
The names alone were enough to spark curiosity: Cotton Candy, Candy Hearts, Sweet Globes, Jack’s Salute. These weren’t just grapes; they were a revolution in flavour. We sat down with Adrian to find out: how can you create innovation in an area that was thought to be mashed dry.
“At the start, it was actually hard to get off the ground,” Adrian admits. “A lot of consumers were hesitant, unsure of what to expect.” The concept of a ‘Cotton Candy’ or ‘Candy Heart’ grape was met with skepticism. But GrapeCo Australia and Woolworths were determined to challenge the conventional, both in the Australian agriculture industry, and especially in its consumer habits.”
Through strategic PR marketing, eye-catching in-store displays, and a focus on the unique flavours and experiences these grapes offered, consumer curiosity piqued. The message was clear: this wasn’t just fruit; it was exploration that promised to surprise and delight. And Australians, it turned out, were hungry for something new.
“Woolworths’ buying team backed us in to get them ranged back then, and now we’ve managed to transition and strengthen our grape offering so there are new IP varieties right through the season,” Adrian says with a smile. “Once consumers understood the unique flavours, these new varieties became a staple. My father was running the business, and when Frank and I took over, because those first few varieties paid off, he was a bit more lenient. But I’m sure if that one backfired it would have been a
different story!”
“Our great, strategic working relationship with GrapeCo Australia is a result of shared goals and similar customer focused attitudes. The guys are easy to deal with and, fortunately, a great business to be involved with.”
Daniel Scott, Category Manager – Berries, Cherries & Grapes
The 26-year partnership between GrapeCo Australia and Woolworths has been a rewarding, if not linear, journey. The produce industry is inherently volatile, with weather events, market fluctuations, and shifting consumer preferences presenting constant challenges. Yet, GrapeCo Australia’s adaptability and unwavering commitment to learning and improvement have been their guiding stars. They haven’t merely reacted to change; they’ve proactively sought it out, always looking for ways to elevate their offerings and exceed expectations.
“We (GrapeCo Australia and Woolworths) are focussed on customers and their satisfaction, and that’s probably why we’re so aggressive in the way we bring new products to market. It’s also about ensuring supply; we both want the shelves stocked and we don’t want rejections. So working together on those two outcomes is key (to our relationship).”
“We extended our season too. Now, we’ve managed to piece it all together so we’ve always got an offering of red, green and black grapes, and right through”, Adrian explains. “We’re constantly striving to offer the best possible grapes in terms of flavour, appearance, and sustainability.” This customer-centric approach, combined with a commitment to innovation, has been the cornerstone of GrapeCo Australia’s success. A recent trial of protective netting over some crops have led to water waste reductions of up to 30%, and fertiliser input savings of up to 40%.
Looking ahead, GrapeCo Australia’s product development is deeply rooted in consumer insights. They recognise the growing demand for healthier food options and are responding with grapes that are naturally nutritious and, as always, offering something new.
“Our next exciting one is we’re exploring some really good red-grape varieties that originated from Israel that are very crunchy and have lychee flavours, so excited to bring them to market over the next 1-2 years.”
The GrapeCo Australia team understands the importance of making fruit fun and appealing, especially to younger generations who are increasingly seeking out novel and exciting food experiences. By developing innovative varieties with unique flavours and textures, they’re ensuring that grapes remain a relevant and enticing choice for all, while also aligning with current health and wellness trends.
As Adrian puts it, “We’re not just supplying grapes; we’re delivering an experience.” And that experience, it seems, is one that Australian consumers are eager to savour, time and time again.
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