Meet tiqi™: the bold new table grape brand

The standout feature of these grapes is that they have a layered flavour profile that can taste slightly different to each person, but after a UK survey with thousands of people, one thing that consumers all agree on is that they simply love the taste! These grapes also have a slight, nuanced aroma which adds to the eating experience.

Strong results from consumer testing, commercial trials and recent commercial sales in the UK and the US have paved the way for the brand’s international launch and the brand with its own standout branding and packaging was launched globally in Hong Kong in early September to coincide with Asia Fruit Logistica.  

The presentation is deliberately different and aims to disrupt. In a category dominated by conventional grape punnets, tiqi™ bunches are presented in a striking transparent pot with a replaceable lid. The unique format has been designed with snacking and convenience in mind: consumers can wash the grapes directly in the pot, while its easy-to-hold shape fits into the palm of the hand or cupholders for on-the-go consumption.

tiqi™ origins

The tiqi™ brand brings together two exceptional red seedless table grape varieties originally bred by Shachar Karniel at Grapa Global in Bakersfield, California. The varieties being commercialised by Fruitips (Fruit IP Solutions), a joint venture between Grapa Global and Top Fruit International, the South African fresh produce intellectual property management company.

CEO of Grapa Global Rafi Karniel is upbeat about the future of the new brand and shared his excitement about its global launch. “After four years of intensive yet exciting teamwork behind the scenes, we are proud to introduce to the world a brand that will change the table grape category. Leading retailers around the world, after experiencing both the grapes and the brand, are telling us that it has been a long time since the fresh produce industry has seen something as unique and exciting as tiqi™.”

Fruitips Business Manager Jacobus van der Merwe, speaking during an interview on the Lucentlands Podcast to announce the brand’s launch, highlighted the remarkable flavour and nuanced aroma as one of the qualities that sets tiqi™ apart. “Once you open a pot of tiqi™ and taste the incredible flavour, you will be surprised and delighted, and we truly believe that this is what will keep people coming back for more.”

“Launching this table grape brand in a commercialisation model similar to leading brands in our fruit industry is a dream that we have shared with Grapa for decades and we are really excited that this has finally become a reality,” says Rob Meihuizen CEO of Top Fruit International.

The name tiqi™ was similarly developed with the consumer in mind. According to Van der Merwe, the aim was to find something simple, catchy, memorable and easily pronounceable across different languages, an important consideration for a brand with global aspirations.

tiqi™ production and expansion plans

While tiqi™ has been developed around a distinctive consumer experience, its potential also lies in the production characteristics of the two varieties behind the brand. In addition to their unique flavour, crunch and aroma, the varieties are grower-friendly. They are robust and, significantly, they have exceptional shelf life. Combined with the proven potential for good returns, these characteristics make them an attractive proposition for growers.

Although the varieties were bred by Grapa Global, their commercialisation together with their brand is managed by Fruitips under a dedicated production and marketing protocol and licensing system. Central to the strategy is tight management of the entire supply chain. Van der Merwe explained that Fruitips intends to manage tiqi™ from the farm through to the retailer, including careful grower selection and controlled expansion of production.

Rather than pursuing volume for its own sake, Fruitips plans to responsibly manage production to prevent oversupply of tiqi™, thus supporting demand and maintaining attractive returns throughout the value chain. As part of their long-term international strategy, the company plans to establish production in several of the world’s key table grape growing regions, ultimately creating a continuous 12-month supply of tiqi™ grapes to international markets.

“Our aim is not to sell vines, but to build a brand - Fruitips plans to responsibly manage production to prevent the oversupply of tiqi™ - that is the fundamental difference,” Van der Merwe stressed.

This approach favourably positions tiqi™ as the commercialisation of two new table grape varieties. From its distinctive flavour, crunch, aroma and shelf life to its unconventional packaging and bold, fun brand positioning, controlled production model and plans for year-round global supply, the focus is on creating a recognisable consumer proposition with long-term value.

The enthusiastic consumer response achieved to date, combined with promising production and expansion prospects, provides a strong foundation as tiqi™ begins its journey into the international table grape market.