The California Table Grape Commission's new "Lunchbox League" campaign features three superhero grape characters — Captain Cluster, Munch and Glow — representing the health benefits, taste and quality of California-grown grapes. (Courtesy California Table Grape Commission)

California’s table grape season is arriving earlier than usual in 2026, extending the window for retail promotions and giving grocery partners more time to put fresh California-grown fruit in front of consumers, according to the California Table Grape Commission.

Growers in the Coachella Valley — where each season traditionally begins — are expecting to start harvesting at the beginning of May. The early season harvest in the San Joaquin Valley is projected to follow in mid-June.

Getting a head start

“California grapes have always enjoyed a long season, with grapes often being promoted into January, but an early start to the season this year lets retailers get a head start on promotions and providing tasty, healthy grapes from California to eager customers,” said Ian LeMay, commission president.

To capitalize on the longer promotional window, the commission has launched an updated global marketing campaign running throughout the U.S. and in up to 22 international markets. The campaign targets retailers, wholesalers, importers and the household’s primary grocery buyer — a key audience for driving demand at the point of sale.

Meet the Lunchbox League

The updated campaign centers on a cast of characters called the Lunchbox League — a trio of superhero grapes named Captain Cluster, Munch and Glow — designed to personify the health benefits, taste and quality of California-grown grapes for consumers of all ages.

The superhero theme draws on scientific research published in July 2025 by Dr. John Pezzuto, Ph.D., D.Sc., a leading resveratrol and cancer researcher and dean of the College of Pharmacy and Health Sciences at Western New England University, who argued grapes should be classified as a superfood.

“This campaign element is exciting because it capitalizes on the scientific perspective published by Dr. Pezzuto, which claimed grapes should be considered a superfood, in order to give the Lunchbox League their superhero status,” LeMay said. 

New tools

To help drive in-store demand, the commission is working with retail partners on contests, digital promotions, merchandising, point-of-purchase materials and in-store sampling. Retail dietitians can work directly with the commission’s dietitian team to develop customized promotional activities and educational materials, according to a news release.

The commission is also reaching grocery shoppers through retail shopper apps, social media partnerships with lifestyle influencers and registered dietitians, and media outreach — all aimed at sharing grape usage ideas and health information to build consumer pull.

“With a healthy crop arriving early and an engaging new campaign with demand-driving materials and activities, the commission is eager to work with retailers throughout the U.S. and around the world to move California table grape volume this season,” he added.