In 2025 Sun World is bullish on a new variety, Ruby Rush, it introduced at this year’s Fruit Logistica trade show in Berlin. It’s an early-season red seedless grape that fills a gap at a time of year when there aren’t many high-quality reds on the market, said Dane Joubert, the company’s senior marketing manager.

Though still a young variety with limited volumes, global plantings are underway, with volumes available from a handful of countries.

“Its future looks promising,” Joubert said. “Its early harvest window, grower-friendly traits, and refreshing, crunchy texture make it a standout alternative to older early red varieties.”

Unlike traditional early reds, Ruby Rush colors naturally, requiring fewer chemical inputs, making it more grower-friendly. And consumers are drawn to its vibrant red color, crunchy texture, and sweet flavor, Joubert said, along with the excitement it brings as one of the first offerings of the grape season.

While not new, Sun World’s Autumncrisp variety continues to surge in popularity, Joubert said.

Autumncrisp, a large green seedless variety, is known for its exceptional crunch and subtle sweet-muscat flavor. In 2025, Sun World is continuing the multichannel campaign for Autumncrisp it launched in 2024, Joubert said.

“It’s a standout in the category. It’s not overly sweet, making it an ideal healthy snack that consumers can enjoy in larger portions.”

And growers like it, she added, for its grower-friendly characteristics, including minimal labor requirements, natural berry size development, excellent eating quality, and strong returns. Less handling also means better fruit quality, adding to its appeal.

Looking at the grape category as a whole, green varieties have gained significant popularity worldwide, thanks to the introduction of superior varieties, Joubert said. Red grapes follow in second place, and black in third.

“We anticipate a similar shift in preference as improved varieties, such as Ruby Rush, become more widely available in other color categories.”

While there are several other promising varieties on the horizon, she added, further research is needed before they can be introduced, an approach reflected in a Sun World motto: “Innovating Boldly. Commercializing Carefully.”