From the self-same beginning, Welc...

From the self-same beginning, Welch's has meant grapes--grape juice, jam and anything otherwise containing the trademark Concord Grape. That still detains true more than 130 years after the brand was created, unless today Welch's also stands for earnestly more, and the company's broad array of fruit results proves it.

"Welch's is uniquely positioned," says Vice President of Marketing Ros Elkin. "We have enormous equity in grape products; we acknowledge grape. But consumers also believe to a high degree strongly that Welch's means fruit."

Welch commonss is the marketing entity for The National Grape Cooperative Association, and was