Throughout my years of reporting on the fresh produce industry, I’ve encountered a central theme: the importance of simplicity. Not simplicity of thought, of course, but simplicity in promise and execution, in knowing that a handshake still means a deal struck.
“The mission at Jasmine Vineyards has always been straightforward: grow exceptional grapes and recognize the people behind our success—our team in the field, our staff, our partners, and the consumers who bring our fruit home,” begins Jon Zaninovich.
Jasmine Vineyards’ President is happy to walk me through the ways in which the company’s approach remains relatively unchanged over the 78 years it’s been in business.
“We stay focused on the work in the field, rely on our team’s experience, pick at the right time, and make sure what goes out reflects our standards,” Jon adds.
This commitment to behind-the-scenes success is one Jasmine Vineyards has always had, but it’s an angle it’s playing up even more in recent years.
“Our favorite way to do this is still the old-school way: onsite visits,” Jon says. “We host buyers the same way my father did—over good food, good wine, and sometimes a long lunch outdoors right here at the ranch.”
The company’s Trade Toolkit is another way it keeps its partners informed.
“The 2025/26 issue offers a closer look at what it really takes to deliver consistent quality—from spring budbreak in the Flame Seedless fields to shoot-thinning Scarlet Royals in April and temperature-tracked shipments bound for long-distance markets like New Zealand. It’s packed with the kind of practical, field-level detail buyers rarely get to see—like how winter mulching improves moisture retention and helps us conserve water here in California’s San Joaquin Valley,” Jon explains.
On the digital side, Jasmine Vineyards utilizes its weekly Fresh Alerts™ newsletter, as well as social media, to provide real-time updates on what the company is harvesting—including virtual quality inspections that highlight size, color, and brix levels.
“That kind of behind-the-scenes access—seeing our crews in the field, what’s being picked, how it’s looking, and what’s coming next—helps our partners make confident decisions and keep shelves stocked with fruit that moves,” Jon remarks. “We also share our own daily quality control reports, so buyers aren’t guessing at what’s coming—they can see it for themselves.”
Three years ago, Jasmine Vineyards celebrated its 75th anniversary, a milestone that was as much about honoring its Croatian grape-growing roots as it was about those doing the steady work behind the scenes—the team members dedicated to Jasmine’s success, season after season, year after year.
“It was also a chance to recommit to the values that got us here: consistency, care, and pride in what we grow,” Jon adds. “Hitting 75 years gave us a moment to pause and reflect—not just on how far we’ve come, but on all the people who’ve been part of the journey. That includes longtime employees and field crews who put in a full day’s work, and live right here in Delano, California, and throughout the San Joaquin Valley—where agriculture isn’t just a job, it’s a way of life. It also includes retail partners who’ve been with us for decades. At the end of the day, it’s those relationships that stand out.”
"That [Fresh Alerts™] kind of behind-the-scenes access—seeing our crews in the field, what’s being picked, how it’s looking, and what’s coming next—helps our partners make confident decisions and keep shelves stocked with fruit that moves."
Jon Zaninovich, President, Jasmine Vineyards
After farming for nearly eight decades, Jasmine Vineyards knows that consistency matters; that, in fact, this element can be the make or break behind a new partnership, behind a customer coming back to the same brand, over and over.
“It’s how we honor our roots while keeping the business moving forward,” Jon says.
Vice President Damian Zaninovich is a key element in ensuring consistency across the table grape provider’s products.
“He has spent a lifetime walking the vineyard and knows exactly when to pick. His expertise plays a major role in making sure our fruit hits the market at its best,” Jon says. “That, combined with strong field management and a deeply experienced crew, helps us stay in step with what’s happening on the ground each day. We don’t rush fruit to market before it’s ready. That steady approach makes a real difference when shelf space is tight and shoppers are looking for fresh fruit they can feel good about putting in the cart.”
Consumers today are looking for both flavor and value, and they’re not afraid to switch brands to find it.
“That’s a challenge—but also an opportunity,” Jon notes. “When the grapes deliver on both, people come back. We see that in the testimonials we receive every week.”
Jasmine Vineyards views driving category growth as a collective effort, with organizations such as the California Table Grape Commission and the California Fresh Fruit Association playing a key role in research, education, and promotional work.
Campaigns like California Grown, Nature’s Candy, and The Natural Snack have also helped position California table grapes as a trusted, premium option—both here at home and in international markets.
“As growers, we’re proud to support and promote those messages, and we see firsthand the demand they help generate,” Jon tells me. “At Jasmine Vineyards, we contribute by staying focused on what we know works: delivering consistently great fruit and making it easy for our partners to do the same. That means reliable supply, flexible pack styles, and clear communication throughout the season.”
The company’s new M&V label clamshells were well-received this year, with retailers in key export markets reporting strong results.
“It’s a clear example of how thoughtful packaging, backed by consistent quality, can help fruit move. At the end of the day, what keeps shoppers coming back is simple: grapes that look great and taste even better. If we can help our retail partners deliver that experience, week after week, we’re doing our part to grow the category,” Jon concludes.
Jasmine Vineyards is living proof that clear-cut strategies and honest thinking drive momentum, especially in an industry where trust is everything. 
