EXECUTIVE DIRECTOR’S MESSAGE
A Path Forward for the California Prune Industry
You’ve probably heard the phrase, “All you can do is all you can do,” which comes from the title of A.L. Williams’ 1988 book. While some may see this phrase as fodder for giving up, I believe it is a challenge to all to ensure we are always doing our best.
At the California Prune Board, we remain committed to continuous improvement, working with both staff and industry volunteers to support and unite growers and processors on activities that address the industry’s most pressing needs.
As the collective voice of the industry on the global stage, we believe that California Prunes, known for their premium quality, rightfully command a higher price – 48% on average over the largest competitor in 2023/24. However, global forces – economics, geopolitics and changing consumer trends – are impacting markets, creating significant headwinds.
The People’s Republic of China is expanding agricultural investments – particularly in fresh plum production – with a goal of feeding its own citizens and eventually equipping many other
countries as a part of its Belt and Road Initiative, which is shaping the future of the prune market. In fact, global prune production from China, Uzbekistan, Moldova, Iran and Afghanistan reached 62.5 thousand metric tons in 2023/24, with projections of 132.5 thousand metric tons by 2028/29, according to Trade Data Monitoring.
While this production is not yet in direct competition with California Prunes, it signals potential shifts in the global marketplace. We are monitoring these developments closely and are collaborating with colleagues worldwide to stay informed and plan our next steps.
So, what can we do now? We must continue to differentiate ourselves as the global standard for premium quality. Now more than ever, it is crucial for every grower and handler to double down on quality practices. This is the key to maintaining our leadership in the market.
In this year’s update, I hope you find reassurance that our focus remains on your success as the world’s best prune producers and processors. It is an honor to do all we can on your behalf.
Sincerely,
Donn Zea EXECUTIVE DIRECTOR, CALIFORNIA PRUNE BOARD
CHAIRMAN GEORGE SOUSA, JR.
The Last Year Brought Big Wins, More Work Ahead
I’ve often said the California Prune Board (CPB) operates like a small business – agile, efficient and with a commitment to using resources wisely. Also like a small business, we can get so tied up in our work of the day that we forget to recognize how much we’ve accomplished. As I look back at the last year, I’m proud of what CPB has done, and I’m looking forward to what’s ahead.
First, we’ve made significant strides in engaging a younger generation of prune growers and handlers, bringing fresh ideas and energy to the board and committees. Like many farm families, CPB recognizes the importance of attracting and retaining the next generation to sustain our industry for the future. Younger talent is already making an impact for California Prunes. I’ve seen more new faces stepping up to serve in elected positions, and familiar names are finding ways of getting new voices involved at CPB meetings and events, or via individual operations.
Secondly, we have improved how we measure our marketing efforts, moving beyond basic metrics such as “impressions” or “followers,” to focus on a more meaningful objective: increasing household penetration of California Prunes. Our ambitious target is to raise this from 7.5% to 10% (approx. 20,000 tons) over the next five years, which ultimately will drive sales and returns for our industry.
Lastly, we’ve expanded our ability to secure funding from external sources. CPB continues to leverage programs like the Market Access Program (MAP) and recently received a substantial award from the Regional Agricultural Promotion Program (RAPP) to promote prunes globally. The government-funded RAPP and MAP awarded to CPB in 2023/24 accounted for 65% of the total
export market development budget, leveraging our ability to develop and defend global markets that are vital to the future success of the industry and the communities we support. In addition, we’ve secured a grant from the National Institute of Food and Agriculture, matching industry research dollars one for one, meaning we now have double the funding (a combined $1.5 million) to continue uncovering new information about how prunes support bone health.
None of these accomplishments – engaging the next generation, improving measurements to increase household penetration and pursuing outside funding to support our industry – could be accomplished by any one grower, handler or entity in the prune industry. The California Prune industry may be small when compared to similar entities for other crops, but its impact is big and driven by a dedicated staff that takes aim at bringing stability, strong returns and prosperity for growers.
While we are proud of what’s been accomplished, there is more work to be done as we continue to build tomorrow’s demand and value for California Prunes. I encourage all growers and handlers to get involved for our combined success. Reach out to a board member or a CPB staff member to learn how you can contribute.
Cheers, George Sousa, Jr.
Strategic Plan at a Glance
MISSION:
Unite growers and packers to drive essential activities that support the California Prune industry.
VISION:
A world enthusiastic about California Prunes.
PURPOSE:
Promote lifetime wellness through the enjoyment of California Prunes.
VALUES:
• Collaborate with integrity.
• Engage in respectful dialogue.
• Embrace challenge and change.
• Commit to prune quality and continuous improvement.
• Have an attitude of customer service toward our stakeholders.
Budget Allocation
The financial information below provides an overview of the 2023/24 budget allocations, as established and overseen by the individual committees and the entire California Prune Board.
Total 2023/24 Budget Amount: $10,954,645
“The California Prune Board is dedicated to making every dollar count, ensuring resources are managed with care and purpose. We take pride in our commitment to transparency, accountability and financial stewardship, consistently earning a clean audit from our outside auditors each year.”
Mike Vereschagin AUDIT COMMITTEE CHAIR
Actual Financial Results
Standing Prune Acreage
Crop Year
California Retains Premium Value
World Prune Production
Crop Management & Sustainability Research:
FURTHERING
CALIFORNIA’S COMPETITIVE ADVANTAGE
The Crop Management and Sustainability Research Program focuses its effort, energy and resources toward decreasing production costs, improving processing efficiency and championing good agricultural practices, while maintaining California’s premium prune positioning. To do this, CPB manages a robust portfolio of production research projects to meet the industry’s needs now and in the future.
Revised Proposal Process Creates Strong Research Concepts, Better Results
Crop Management and Sustainability Research can’t be done in a vacuum. Rather, it requires strong, long-term relationships between the scientific community, growers and handlers so that researchers truly understand the industry’s needs and pain points. That’s the thinking behind a revised process by which CPB selects and funds crop management research. The new process, implemented in 2024, allows for research concepts to be presented to CPB before formal proposals. Then, growers and handlers are able to meet with researchers to refine ideas. This added step leads to increased engagement of researchers, better relationships and, ultimately, improved research outcomes.
Finding new varieties to diversify the California Prune crop, mitigate disease risk and thrive in the face of climate disruptions is essential to the future of the California Prune industry. Although this process requires extensive, long-term studies, it remains a top priority for CPB.
In 2023, the program shifted from traditional breeding to a selectionbased approach, scaling up planting of its best selections from 40-tree test plots to the placing of promising varieties directly into field trials across the diverse microclimates and soils. Currently, four selections are being evaluated for performance and quality in these large block trials, with many selections in the smaller test plots still under review. Looking ahead, growers will play a key role in advancing these trials by planting many more five-acre test blocks of the most promising varieties, and working with their handlers in the drying, processing and review of this new fruit.
New Varieties Looking Better and Better Advancing Dryer Technology
The California Prune industry has been reliant on tunnel drying technology for nearly a century; however, increasingly stringent regulations and rising costs for growers are creating an urgent need to innovate. Now, a study funded by CPB in drying technology is offering something to get excited about.
Led by University of California, Davis researchers Dr. Nitin Nitin and Dr. Fidele Abedi, the study is helping the industry understand where heat is lost during drying and examining the incorporation of various technologies (pre-treatment, super-absorbent polymers and cold plasma) used in combination with tunnel drying. The goal is to reduce barriers to moisture transfer and humidity, therefore reducing drying time or temperature, resulting in cost savings for the industry and less use of natural gas.
During the last year, researchers have focused on identifying bottlenecks for energy consumption during prune drying through mathematical modeling and on-site experimentation. In 2025, the study will move from the lab to the field to test viability and relative ROI. As always, careful consideration will be made to preserve prune quality, recognizing premium prunes mark the "California Difference."
Rooted in Innovation:
Reducing Labor Costs with Dwarfing Rootstocks
Next to drying costs, labor is a significant expense for California Prune growers. To address this, CPB is exploring dwarfing rootstocks that could grow smaller trees – thus requiring less hand labor while maintaining yield and fruit quality. For these reasons, CPB, in collaboration with multiple Farm Advisors, is planting dwarfing rootstocks in growers’ commercial orchards. These trials will be monitored to evaluate their viability. If successful, this could significantly reduce labor costs.
Nutrition Research:
PROMOTING LIFETIME WELLNESS THROUGH CALIFORNIA PRUNES
CPB remains steadfast in its strategic investment in nutrition research, highlighting the health benefits of California Prunes. These efforts enhance visibility in the marketplace – helping to drive demand and generate value for the industry. The Nutrition Advisory Panel (NAP) plays a central role in this process, bringing together diverse scientific perspectives. This helps to ensure research investments are impactful and efficient, shaping the 10-year Nutrition Research Roadmap focused on bone health and the gut-bone connection. Through the guidance of the NAP and the execution of the nutrition roadmap, CPB continues to position California Prunes at the forefront of nutritional science, providing the evidentiary support for communications that will inspire consumption.
Leveraging Partners to Maximize Research Dollars
CPB continues to punch above its weight through the power of partnerships. In a milestone collaboration with the United States Department of Agriculture’s (USDA) National Institute of Food and Agriculture (NIFA), CPB and NIFA will be co-funding a $1.5 million study focused on how prune consumption can support bone health for transmenopausal women, examining the years prior to the menopausal phase when women lose an average of 6-7% of their bone mass. The study is effectively doubling the research budget by leveraging outside dollars and will begin in 2025.
Nutrition Roadmap Uncovers Benefits of Prunes Across Life Stages
As consumers continue to prioritize health and wellness, and aging populations look to food as medicine, new research funded by CPB builds on previous research and offers new paths across all life stages. Over the last year, four new papers were published in three high-impact scientific journals, adding to an already robust body of clinical research on the health benefits of prunes. These new studies showcased how prunes may provide health benefits to the gut microbiome, bones, cardiovascular system and more.
Postmenopausal Women and Osteoporosis
According to new findings from The Prune Study – CPB’s largest clinical trial to date led by Mary Jane De Souza, PhD, Pennsylvania State University – prunes have been shown to protect some measures of bone structure and strength in postmenopausal women. The findings, published in Osteoporosis International, the official journal of the International Osteoporosis Foundation and the Bone Health & Osteoporosis Foundation, suggest that daily prune consumption slowed the progression of age-related bone loss and may reduce the risk of fracture. The study adds to an accelerating body of published research that demonstrates eating prunes daily can help mitigate bone loss in older age.
Young Women and Bone Protection
Published in Current Developments in Nutrition, a journal of the American Society for Nutrition, a CPB-funded study led by Shirin Hooshmand, PhD, RD, and Mark Kern, PhD, RD, San Diego State University, showed that eating about a serving of prunes daily for a year may be a safe and inexpensive solution to reduce the risk of bone loss associated with oral contraception use in women ages 18-25. This study expands the prune-bone health effect story to include younger women.
California Prunes Take Center Stage at Scientific Bone Conference
CPB has a presence at various scientific conferences all year long, and this year California Prunes were the talk of the town at the International Symposium on Nutritional Aspects of Musculoskeletal Health – a symposium that gathers every three years with scientists from across the globe to discuss the latest nutrition research in the field. As the event’s platinum sponsor, CPB engaged directly with leading researchers in gut, bone and muscle. Prune researchers Dr. Mary Jane De Souza, Dr. Shirin Hooshmand and Dr. Laura McCabe hosted presentations and participated on panels throughout the symposium, discussing the protective power of prunes and exploring the gut-bone connection, inspiring thoughtful discussion and excitement for future research.
Government & Issues Management:
ELEVATING ISSUES THAT MATTER FOR CALIFORNIA PRUNES
Advancing trade promotion, leveraging government purchases and securing added funding for research are just a few opportunities CPB advocates for through its government and issues management efforts. CPB also makes the California Prune industry’s voice heard in Sacramento and Washington, D.C. when it matters most on issues including the Farm Bill, energy, and environmental and nutrition policies.
Nutrition Research Fuels Advocacy Efforts
CPB’s nutrition research efforts play a vital role in supporting government and issues management efforts, providing credible evidence about the health benefits of California Prunes to inform policy, including the Dietary Guidelines for Americans. As concern about public health drives discussion about food and nutrition policy, and “Food is Medicine” programs advance through political discourse, nutrition research will be critically important to positively positioning prunes in discussions around healthy eating.
As a result of advocacy efforts using nutrition research as a foundation, the United States Department of Agriculture’s (USDA) National Institute of Food and Agriculture (NIFA) awarded CPB a 50% cost-share grant to fund a clinical trial that further investigates the connection between consuming prunes and supporting bone health in women. For more information, visit the Nutrition Research section on page 12.
Relationships with Policymakers, Agencies Build Trust
Fostering strong relationships takes personal communication and concerted efforts, which is why CPB brings growers and handlers to meet with elected officials, policymakers and agencies. By meeting with these important stakeholders, CPB and California growers and handlers can showcase the real challenges and opportunities faced by California agriculture through personal stories, while learning from government partners what the industry can do to improve its prospects of success.
CPB’s ability to have a more impactful presence in Washington, D.C. year-round is made possible through the advocacy support of Torrey Advisory Group, a team of specialists in food, nutrition and ag policy who represent the interests of California Prunes on Capitol Hill and work with CPB staff to navigate the often tumultuous environment of political discourse.
$12.7 million in funding from Foreign Ag Services (FAS)* (*includes MAP, EMP, RAPP 1 and RAPP 2)
With a changing political and policy environment, CPB is committed to nurturing relationships with those who can influence the future of California Prunes, and works constantly to secure funding and growth opportunities through USDA and its Foreign Agricultural Service (FAS).
“Our partnership with USDA has grown richer, deeper and more important,” said CPB Executive Director Donn Zea. “Through this relationship, we are able to bolster the awareness and success of California Prunes around the world and provide USDA’s food and nutrition network with a highly nutritious and enjoyable food.”
USDA Prune Purchases
Dollars Awarded, Purchased Tons; Based on Fiscal Year of Delivery Dates
Working Together for Greater Impact
CPB pounds the pavement in Washington, D.C. and Sacramento, but also works through a network of state and national coalition partners that allow CPB to expand its reach and impact. Where practiceable, participation in these groups is about more than paying dues – it’s about taking a leadership role to leverage the power of collective voices for the betterment of the California Prune industry. CPB is proud to be a part of the following groups:
• Agricultural Research Institute (Board Member)
• Agricultural Council of California
• Buy California Marketing Agreement/ California Grown (Executive Committee)
• California Dried Fruit Coalition (Board Member)
• California Farm Bureau
• California Specialty Crops Council (Board Member)
• Dried Fruit Alliance (Executive Committee)
• Dried Fruit Association/Safe Food Alliance
• International Prune Association
• International Nut & Dried Fruit Council
• Minor Crop Farmer Alliance
• Nut & Dried Fruit Trade Association (Nutrition Committee)
• United States Agricultural Export Development Council (Executive Committee)
• University of California Cooperative Extension
Expanding Brand Visibility
When the brand launched in 2019, California Prunes made a promise to deliver the premium quality, legendary taste, surprising versatility and health benefits that only California can. The brand is more than just a logo – it plays an important role to ensure a clear “line of sight” between marketplace messages and CPB’s purpose of promoting lifetime wellness through the enjoyment of California Prunes.
The California Prunes brand anchors the domestic and international marketing activities with an identity that declares California Prunes are the best in the world.
Domestic Marketing:
BUILDING CONSUMER CONNECTIONS TO DRIVE DEMAND
The U.S. continues to be the #1 global destination for California Prunes. With more than 334 million people in the U.S., CPB domestic activities prioritize digital marketing strategies, earned media opportunities and partnerships to communicate the great taste, versatility and health benefits of high-quality California Prunes.
This year, the Marketing Committee drilled down into the best opportunities to improve the definition of prune consumers, understand barriers to consumption, and ultimately, refine its goals to ensure that every dollar invested drives results. Building on the California Prunes brand, the domestic marketing program aims to improve perceptions of prunes, drive top-of-mind awareness and increase prune purchases in American households.
Taking Aim at a New Consumer
Finding the right consumer, understanding their needs and reaching them with highly targeted and relevant messages are essential to building emotional connections and driving demand of California Prunes.
Over the last year, CPB conducted consumer research to identify a target audience with the greatest opportunity for measurable impact – meet the Food & Cooking Enthusiast.
This target audience focuses on American consumers between the ages of 4161, but the criteria for determining the target spans well beyond age groups and other demographics. Using an attitudefirst segmentation, CPB’s research categorized people by their attitudes about food and health. What they share is a similar way of thinking about their love to cook and entertain, use of quality ingredients, curiosity about cuisine and discovering new ingredients, and the desire to prioritize balanced eating and regular exercise. This audience focus provides a clear path for building an emotional connection and communicating key messages.
Food & Cooking Enthusiasts:
1. Provide a clear focus.
2. Celebrate the taste of prunes.
3. Bring opportunity to showcase versatility.
4. Are receptive to health messaging.
5. Pay more attention to media than the average consumer.
6. Allow for efficient budget allocation and strong, measurable results.
Food & Cooking Enthusiasts represent approx. (4% of the general population)
10 million people
Leveraging Third-Party Voices:
CHEFS & INFLUENCERS PUT PRUNES IN THE SPOTLIGHT
Consumers are more likely to try a product, recipe or idea if it comes from someone they trust, making influencers the next generation of “word of mouth” marketing.
To boost awareness and drive demand of California Prunes, CPB focuses on leveraging the credibility and influence of third-party voices through partnerships with chefs, cookbook authors and creators, as well as media storytelling, to elevate compelling coverage and recipes that spotlight prunes.
Video remains a powerful tool, with influencers leveraging engaging reel-style content in their campaigns and strategically using video to connect and inspire key media contacts. By using trusted voices and captivating content across owned, digtial, earned and paid media channels, CPB is helping more consumers see California Prunes as a versatile and healthy choice, increasing demand and supporting the long-term success of the industry.
Tastemakers Come Together in NOLA
In March, CPB brought a carefully curated group of influencers to New Orleans, LA, where they found inspiration around California Prunes in contemporary cuisine.
The event featured four unique culinary experiences embracing the versatility of prunes. Renowned chefs Sophina Uong, Bronwen Wyatt and Ana Castro showcased how prunes can be integrated into recipes both in consumer kitchens and in highend restaurants – and the event generated buzz beyond those who attended.
Influencers filmed video testimonials about why they love prunes and shared those videos through their platforms, and the chefs were interviewed about their decisions to put prunes on their menus.
Overall, the event strengthened CPB’s connections with innovative chefs and influencers in attendance, building stronger relationships and reaching a new community of fans who love California Prunes.
1 in 5
U.S. adults receive their daily news from influencers
CPB generated 4+ million impressions and video views
Scan the QR code to see why Culinary Rock Stars Love Prunes!
Repeat Partnerships Drive
Lasting Value for Prunes
Back by popular demand, CPB and influencer Teri Turner, creator of the food blog No Crumbs Left, brought back the Show Us What You’re Cooking With California Prunes recipe contest. With more than 500 submissions and 1.6 million+ impressions across Instagram and TikTok in 2023, this annual contest invites consumers to share their delicious and nutritious recipes made with California Prunes. In 2024, the contest raised the stakes and energized consumers to utilize California Prunes in the lead up to the holidays and add new recipes into their routines.
This annual digital recipe contest is designed to drive top-of-mind awareness for California Prunes during the holidays –a peak time when consumers are searching for new recipes online – and fosters digital word-of-mouth from individual prune fans to their own networks.
Additionally, a partnership established with the Cherry Bombe Podcast Network last year showed the power the network has to reach CPB’s target audience – and CPB has since expanded the relationship to allow for deeper engagement. The partnership includes full-season podcast sponsorships of “She’s My Cherry Pie,” new recipe content from chef-curated collaborations, full page ads in the Cherry Bombe magazine and content shared across Cherry Bombe’s social media channels.
By leveraging Cherry Bombe’s podcast and digital audiences – many of which consider themselves Food & Cooking Enthusiasts – to amplify key messages of versatility, flavor and health, CPB can build upon its credibility and influence.
Turning Health Research into Headlines
Communicating why prunes are healthy and how to enjoy them as part of a daily lifestyle is at the heart of CPB’s nutrition communication strategy. Translating the science is only the beginning of the story as CPB cultivates partnerships with registered dietitians and media outlets to leverage key holidays and occasions for prune consumption. Distilling the messages about the health benefits, taste and versatility for consumers is the goal in support of CPB’s vision of a world enthusiastic about California Prunes.
4 Surprising Reasons You Should Eat More Prunes
How To Sweeten Desserts With Fruit Instead of Sugar
Spreading the Word About CA Prunes
8 Health Benefits of Prunes and How They Impact Your Nutrition
11 high-fiber fruits that can boost your gut and heart health
73 earned media placements
Eating 5 or 6 Prunes a Day May Help Preserve Bone Health
Eating Prunes Every Day May Help Keep Your Bones Strong As You Age
70% of total media placements include messaging about health benefits
Website Updates Generate Greater User Engagement
Over the last year, CPB updated the design of key web pages on CaliforniaPrunes.org, created more intuitive navigation so users can quickly find the information they want, and focused on optimizing popular content so it can be easily found via search engines. As a result, all website metrics – including unique visitors, number of visits and page views – increased.
The data shows user experience has significantly improved and those who are visiting the website are staying longer. Importantly, CPB is making it easier for site visitors to learn more about the benefits of California Prunes with consistent and quality content that demonstrates expertise and trustworthiness.
39% of total media placements include messaging about taste and versatility
Explore the improvements. Scan the QR code below.
Performance of the website increased by 55%
National Prune Day Celebrates California’s Prune
Heritage
Nostalgia was in the air as the Healdsburg Prune Packers collegiate baseball team and California Prunes partnered to celebrate National Prune Day on June 15th with PruneFest. Honoring the shared history prunes have with both organizations, CPB and the Prune Packers welcomed hundreds of community members to the event. Ahead of a Prune Packer home game, there were special prune-themed activities and opportunities to learn about the significance prunes have on the region’s economy and culture.
National Prune Day is all about celebrating the health benefits and culinary versatility of prunes. Founded by Rhayne Thomas, a nutrition advocate and prune enthusiast, the goal of National Prune Day is to, not only increase awareness about the positive impact prunes can have on consumer diets, but also to share the overall deliciousness of prunes as a snack and as an ingredient.
To see more from National Prune Day with the Healdsburg Prune Packers, scan the QR code below.
Rhayne Thomas, creator of National Prune Day
Global Exports & Marketing:
PROMOTING THE ‘CALIFORNIA DIFFERENCE’ WORLDWIDE
The “California Difference” continues to be a cornerstone of CPB’s global export and marketing strategy. Around the world, California Prunes are renowned for their exceptional quality, rich flavor and nutritional benefits, and have maintained a premium value over prunes produced from other countries. Through targeted campaigns, strategic partnerships and innovative promotional efforts, CPB has successfully highlighted the unique attributes that make California Prunes the preferred choice for consumers and food manufacturers worldwide.
Over the past year, global marketing initiatives have focused on expanding market reach, strengthening brand loyalty and emphasizing California’s unrivaled commitment to excellence. By doing so, CPB is ensuring that California Prunes remain synonymous with premium quality on the international stage and continue to be a product that trade partners seek year after year.
MAP Market Shares
Japan
Japan remains CPB’s largest and most premium export market, maintaining over 90% market share with an increasing average value per metric ton. The strong market presence is reinforced through targeted activities for consumers, trade and healthcare professionals.
Initially launched in 2023, the successful “Let’s Pukatsu” campaign – which loosely translates as “prune activity” – continued to be leveraged in consumer outreach, providing immense value and reaching more than 67 million viewers across six regions through fall and spring TV and digital ads. The campaign promotes California Prunes as a path to a healthier lifestyle, reaching new and younger audiences via digital platforms.
Trade engagement in Japan included a successful seminar at the prestigious Tokyo American Club, where CPB leaders reinforced the industry’s commitment to quality by sharing production updates from the orchards and promotional campaign results with more than 50 trade contacts. CPB also participated in FOODEX Japan, showcasing the flavor and versatility of California Prunes through chef demonstrations and samples. The ongoing trade marketing efforts proved successful, with the California Prunes logo being featured on 47 packs in 2023/24.
Lastly, rounding out CPB’s integrated marketing campaign, a cooking workshop was held for more than 150 students at Murakawa Gakuen, a leading culinary school in Osaka. This next generation of chefs were able to explore the versatility, taste and premium quality of California Prunes hands on, inspiring new and unique ways to incorporate California Prunes into their creations.
Canada
As one of the world’s top 10 economies and close geographical neighbor to California, Canada remains a key market for CPB. Despite strong competition from Chile, Canada is CPB’s second-highest export market by value and fourth largest by volume.
This year, CPB focused on reaching health-conscious Canadians who are willing to pay for premium, nutritious foods, using targeted channels to engage in relevant spaces. Connecting with these consumers directly, CPB hosted various prune samplings at popular amateur fitness and wellness events, and conveyed key messages about the nutritional value of California Prunes on social media.
With approximately 88% of Canadians logging onto social media weekly and nearly half of Gen Z making purchases based on influencer recommendations, CPB has strategically focused on influencer marketing in Canada, hosting events in major cities to spotlight the health benefits of California Prunes and reach younger audiences through trusted voices.
Additional promotions of California Prunes included a cooking demonstration by a well-known TV chef at the Toronto Food and Drink Festival showcasing the versatility of prunes, and segments on popular shows like “Global News” and “CTV Morning Live” with registered dietitians who serve as credible voices on the health benefits of California Prunes. Through opportunities like these, CPB can engage with audiences directly and highlight the nutrition and versatility of California Prunes in a range of recipes.
Throughout the year, trade relations remained a priority as CPB positioned California Prunes as a premium, reliable choice for Canadian buyers.
Italy
California Prunes maintained a strong average value per metric ton in Italy, CPB’s fourth-largest market by value, despite high inflation. In a country known globally for its love of food, Italian consumers’ preference for premium food options with big flavor makes this an ideal market.
Over the past year, CPB’s efforts focused on trade relations through media partnerships, press coverage and newsletters, all while tapping into Italian consumers’ increasing passion for fitness and overall well-being, and their enduring interest in high-quality food.
Master Chocolatier and CPB ambassador Stefano Collomb led an exclusive California Prunes event where participants could experience the exquisite taste of California Prunes paired with his chocolate creations. The event was attended by 26 journalists and social media influencers, reaching more than 1 million consumers through social media and press coverage.
Collaborations with healthy lifestyle content creators like Michela Coppa and food experts like Teresa Balzano provided immense value for CPB by showcasing the nutritional benefits and versatility of California Prunes across social media. These partnerships sustained visibility online and drove consumers to learn more about utilizing prunes in their kitchens.
Ahead of the 2024 Summer Olympics in Paris, CPB bolstered consumer activities by joining forces with three prominent Italian athletes who specialize in swimming, diving and volleyball. As sport and fitness brand ambassadors, the trio shared on social media and in press coverage how California Prunes supported their diets and vigorous training regimes in the run up to Paris, enabling CPB to reach new audiences.
Lastly, California Prunes’ role in a healthy lifestyle was highlighted through a partnership with nutritionist Dr. Annamaria Aquaviva at Italy’s largest yoga event, the annual Yoga Festival. Sponsorship, prune sampling and a California Prunes-branded yoga class showcased California Prunes as a nutritious and convenient pre- and post-workout snack, generating coverage in outlets like Marie Claire and Donna Moderna
South Korea
In 2023/24, CPB reestablished marketing support in South Korea, aiming to strengthen the premium positioning of California Prunes in this developing market — the seventh largest by value and volume. Key activities focused on renewing trade partnerships and nurturing new relationships.
The marketing program in South Korea launched with a trade seminar to share the latest news from the California Prune industry with partners. This was bolstered throughout the year with ongoing trade media activity, e-newsletters, participation in the Seoul Food and Hotel Show, and an agribusiness trade mission with the United States Department of Agriculture (USDA). This mission provided Donn Zea, CPB’s executive director, a chance to conduct in-person meetings with industry stakeholders, outlining the benefits of California Prunes and emphasizing the value California Prunes can add to South Korean businesses. These efforts led to securing three on-pack California Prunes logos.
Nearly 98% of South Korean consumers have a smartphone, and to connect with consumers directly on their mobile devices CPB integrated various social media, influencer and outreach campaigns on popular mobile platforms. Lastly, to reach healthcare professionals in this region, a dedicated press campaign and e-newsletters shared the latest nutritional research findings, emphasizing the nutritional benefits of California Prunes.
Navigating Market Shifts and Monitoring Global Competition
China/Hong Kong remains an important market for smaller-sized California Prunes. However, with China’s own prune-plum industry expanding, and fresh plum production expected to double, CPB is carefully monitoring this market’s developments.
Although there is currently little threat to California Prunes’ export market programs globally, CPB is utilizing industry funds to assess potential impacts on volume, quality and processing capabilities through visits to prune/plum-growing regions. Meanwhile, Chile – a significant player in China – faces growing competition from Uzbekistan, which may affect global dynamics. CPB continues to monitor global competitors to keep the industry informed and prepared.
Taking Leadership to New Levels
DRIVING GLOBAL INFLUENCE THROUGH STRATEGIC
With a global reach and respected positioning, the English-speaking food and beverage trade press and healthcare professional-focused media in the United Kingdom play a key role in CPB’s global thought leadership efforts. Leveraging these platforms amplifies the California Prunes brand and reinforces category leadership and premium positioning.
By highlighting reliability of supply, provenance and premium quality, CPB demonstrates the added value that California Prunes bring to the trade. Following the Export Committee’s guidance, CPB will continue targeting international trade and healthcare professional decision-makers through digital and print media outlets in the U.K., delivering consistent premium messaging.
Advancing Fair Trade and Promoting Health Benefits
CPB’s efforts to address unfair tariffs in the U.K. have yielded significant results. The 8% tariff on prunes, suspended since January 1, 2023, has been extended through June 30, 2026. Additionally, CPB has secured a suspension of the 16% import tariff on prune juice and concentrate, effective April 1, 2024 through June 30, 2026.
CPB’s partnership with the U.K.’s Royal Osteoporosis Society continues to spotlight California Prunes’ bone health benefits, with nutritional research gaining coverage in key trade and healthcare professional-focused publications, reinforcing the brand’s credibility.
Expanding Global Reach and Industry Leadership
This year, CPB leveraged global trade shows to boost brand awareness and foster in-person connections. Creative booths and chef demonstrations showcased the benefits of California Prunes at major events like FOODEX Japan, while networking efforts strengthened relationships with stakeholders and representatives from USDA and its Foreign Agricultural Service (FAS).
The global team expanded their reach through participation in leading global events such as Gulfood in Dubai and Anuga in Germany, as well as high-profile meetings with the USDA Administrator in the U.K. and other opportunities. These efforts help raise the profile of California Prunes on a global stage.
As a passionate advocate for the industry, CPB Executive Director Donn Zea has taken a leadership role as a member of the United States Agricultural Export Development Council's (USAEDC) Executive Committee, helping shape USDACooperator partnerships to expand agricultural exports.
Expanding Markets with USDA Support
MAP funding: USDA funding plays a pivotal role in CPB’s pursuit of export market growth. As a top-tier cooperator, CPB secures more than $3 million annually through the Market Access Program (MAP), enabling strategic promotional efforts.
RAPP funding: In 2024, CPB was awarded over $9 million from the new Regional Agricultural Promotion Program (RAPP), and it came at an important time. With export markets facing challenging trading conditions, RAPP funding strengthens CPB’s approach in Japan, where efforts are increasing to appeal to younger consumers and new audiences through TV and digital ads. The funds also support high visibility product placement in South Korea and allow for the launch of a market entry program in Vietnam, a rapidly growing economy.
EMP funding: With Emerging Markets Program (EMP) support, CPB conducted a market assessment in Mexico, the third-largest export market by volume and value, and the world’s sixth biggest importer of prunes. This research laid the groundwork for stronger trade relations and healthcare professional engagement, with additional funding in 2024 advancing these efforts.
CPB’s Mexico City team is now actively promoting the “California Difference,” while collaborating with local healthcare professionals to spotlight the nutritional benefits of California Prunes.
USDA programs like MAP, RAPP and EMP continue to drive CPB’s goal to grow existing markets and open new opportunities, even amid challenging trade conditions.
Facts and Figures
The facts and figures provided below are prepared on a crop-year basis spanning August 1, 2023 – July 31, 2024, and include both current and historical information reported in short tons (ST). This statistical content is compiled using data from processors’ reports as required by the Marketing Order for California Prunes.
California
Prune Supply, Shipments, Beginning and Ending Inventories
Inventory Marketable Production Rec’d by Handlers
Inventory
Source: Processors’ Reports
California Prune ST Shipments by Year
Source: Processors' Reports and
Prune Tree Sales
Source: Processors’ Reports
Source: Land IQ Geospatial Surveys
Board Structure
Donn Zea Executive Director
Kiaran Locy Director of Brand and Industry Communications
Esther Ritson-Elliott Director of International Marketing and Communications
Eric Trotter Director of Finance & Analytics
Becky Poland Executive Coordinator
Ginger Holtzknecht Bookkeeper
California Prune Board (CPB) Executive Committee Audit Committee Export Committee Government & Issues Management Committee Marketing Committee Nutrition Research Committee
CPB Staff Nutrition Advisory Panel
Crop Mgmt & Sustainability Research Committee
ADVISORS
Andrea N. Giancoli MPH, RD Nutrition Research Advisor
Zach Bagley Managing Advisor, Production Research & Partnerships
Officers of the Board
For the term June 1, 2024 to May 31, 2026
George Sousa, Jr. Chair
Brendon Flynn Vice Chair
Mike Vereschagin Secretary
Rajeev Davit Treasurer
Board Members and Alternates
For the term June 1, 2024 to May 31, 2026
Independent Producer – Members
Mike Vereschagin
John Friend
Sukhvinder Sidhu
David Wohletz
Matt Bozzo
Ranvir Singh
Nick Cubre
Producer – Floating Alternates
Richard Conte
Joe Mitchell
Jag Kalkat
Sandra Mitchell
Independent Processor – Members Independent Processor – Floating Alternates
George Sousa, Jr. (Mariani)
Jaswant Bains (Sacramento Packing)
Brian Dunning (ShoEi Foods, USA)
Sekul Spaich (California Packing)
Coop Producer – Members (Sunsweet)
Bob Amarel
Rajeev Davit
Phillip Filter
Brendon Flynn
Gary Thiara
Joe Turkovich
James Strong
Coop Processor – Members (Sunsweet)
Brad Schuler
Jeff McLemore
Stephanie Harralson
Public – Member
Steve Sousa (Mariani)
Satpaul S. Bains (Sacramento Packing)
Blane Sannar (Cal Fruit Int’l)
John Taylor (Taylor Bros.)
Producer – Floating Alternates
Mike Turkovich
Jay Thiara
Scott Workman
John Amarel
Dane Lance
Jacob Pittman
Harold Upton
Maxwell Norton Emily Rooney
Online Industry Portal:
The Industry Portal provides access to a wide range of essential reports and data, including annual statistical reports, production research findings, inventory and shipment metrics, and export insights, among others. Additionally, users can find detailed information about upcoming meetings, along with a robust brand resource and asset library.
The content on the Industry Portal is password protected. Please contact CPB for password.
P: 916-749-3442
Fax: 916-749-3632
