Abstract
Purpose – Muscadines grapes, the fruit of a vine native to the South East of the USA have been studied extensively, including their alleged beneficial health properties. To date, however, very little is known about the business side of muscadine growing. For instance, very limited information exists on whether wineries growing muscadines are currently processing their grapes into other value‐added products. The present study seeks to explore these aspects from winery operators' points‐of‐view.Design/methodology/approach – Telephone interviews, coupled with two face‐to‐face on‐site interviews were conducted among 31 winery owners located in different states in the South East of the USA.Findings – Overall, winery operators acknowledge the potential for the diversification and development of muscadine value‐added products, including juice, jellies, fortified wines or those for pharmaceutical purposes. However, the limited supply of muscadine grapes or muscadine juice to satisfy demand for value‐added product...
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