By Dan Rahn
Georgia Extension Service
Charles Cowart grows muscadine grapes. Sweet, healthful,
wonderful muscadines. But he knows he can’t just go on selling
grapes.
“There’s a whole other group of consumers out there who aren’t
concerned with how great this product is,” says Cowart, owner of
the 150-acre Still Pond Vineyard near Arlington, Ga. “They’re
more interested in how easy and fast it is.”
Like the rest of Georgia’s commercial muscadine growers, Cowart
makes most of his money, by far, selling his grapes to
fresh-produce markets. The harvest, which started about two weeks
early this year in mid-July, is about half over.
Limited market
Unlike many growers, though, Cowart sees a limit to traditional
markets.
“We’ve relied very heavily on the fresh market year in and year
out,” he said. “But that market is fading. The younger folks
coming up are looking for something quick and easy. They don’t
want to spit seeds. And we have to give them what they want.”
For now, Cowart is courting those markets with grapes he can’t
easily sell on fresh markets. “We’re developing other products
with the grade-outs,” he said. “There’s no problem with the
juice, but the grapes just aren’t as eye-appealing on the grocery
shelf as they need to be.”
For the people who love that mellow-sweet muscadine flavor but
don’t want to spit seeds, Cowart’s vineyard produces three
products: a bottled nonalcoholic blush of 50-percent muscadine
juice, a smaller bottle of 100-percent juice and a
muscadine-jalapeno jelly.
Future of industry
“I think this is the future of the industry,” Cowart said. “If we
don’t diversify, we’re going to be in trouble. The old days of
growing everything for fresh markets are fading fast.”
The Paulk family near Wray, Ga., takes a different approach to
the same challenge.
“With grapes, every fifth row needs to be a pollinator row,” said
Gary Paulk, who runs the 300-acre Paulk Vineyard along with his
father Jacob and brother J.W. “Some of the grapes on the
pollinator rows are better suited for processing than for fresh
markets.”
Instead of letting the pollinator grapes go to waste as they once
did, the Paulks deseed them and blast-freeze them as a slurry in
30-pound buckets.
Jellies, jams, juices
“We then sell that for making jellies, jams and juices,” Paulk
said. “We sell these products here. We don’t make them, but
they’re made with our grapes.”
The Paulks don’t stop there. They dry the seeds they removed from
the grapes, grind them and put them into capsules to sell as a
health supplement. Muscadine seeds (and other parts) have been
shown in scientific studies to have many health benefits.
The Paulk and Still Pond vineyards make up nearly half of
Georgia’s 1,000-acre commercial crop. Their experiments with new
products signal a significant trend.
Small price to pay
“I think spitting out a few seeds is a small price to pay for
the taste and other benefits muscadines offer,” said University
of Georgia horticulturist Gerard Krewer. “But if you don’t want
to deal with the seeds, these new products offer a great way to
enjoy the muscadine grape.”
Krewer, a small-fruits specialist with the UGA College of
Agricultural and Environmental Sciences, said California grapes
may be cheaper, “but they don’t have half the flavor of a
Georgia-grown muscadine. The health benefits of muscadines are
much higher than in bunch grapes, too.”
Some people, though, are becoming less agreeable with spitting
seeds, no matter how wonderful the taste or how great the
benefits.
“If the industry is going to expand, it’s probably going to be
with new products,” Krewer said. “The demand for muscadine juice
in juice products and wineries is strengthening. I think this is
a bright area for growers.”
