California Fruit and Vegetable

Tag: California Prunes

  • Prune Board Looks to Seize on Good Harvest

    Prune growers enjoyed a more sizable harvest than last year, with excellent quality despite the early start. It now comes down to getting the word out about buying and consuming California prunes. Kiaran Locy from the California Prune Board spoke with Matthew Malcolm with California Ag Network to discuss efforts to promote and market their crop. Watch this quick video and learn more in California Fruit & Vegetable Magazine.

  • What is California Grown? New Board Chair Shares Perspective

    What is California Grown, its Mission, and what it means to the hundreds of agricultural commodities it represents? Malcolm Media Editor-in-Chief Matthew Malcolm met with the new Chair of the organization, Kiaran Locy from the California Prune Board to find out. Watch this video if you love agriculture and want to learn more.

    Please thank this video’s sponsor Simplot Grower Solutions for their industry support.

  • Strong Endorsement from Growers and Processors Results in Continuation of California Prune Board

    Following a successful public hearing and comment period, the California Prune Board (CPB) has been authorized by the California Department of Food and Agriculture (CDFA) to continue for another five years through July 31, 2030, reaffirming the industry’s collective commitment to market leadership, innovation, and long-term success. The decision follows a review conducted by CDFA to evaluate whether the Marketing Order should remain in effect. Testimony and evidence from prune growers and handlers overwhelmingly supported the continuation, highlighting CPB’s critical role in delivering impact to the industry.

    The Marketing Order guides strategic promotion, research, and issue management initiatives designed to strengthen the position of California Prunes in an increasingly competitive global marketplace. The program is funded by mandatory assessments from California prune growers and handlers, with activities directed by an industry-elected board under CDFA oversight.

    “This outcome is a reflection of our industry’s shared belief in the future of California Prunes,” said George Sousa, Jr., Chairman of the California Prune Board. “We remain united in our pursuit to promote, protect and grow the value of California Prunes by supporting a stable industry to drive long-term success.”

    The continuation — without requiring a referendum — reflects not only confidence in the board and staff but also trust in the strategic direction it provides. It reinforces the industry’s ability to invest exponentially more in market development, brand value, and consumer demand than any other prune-producing region of the world, setting California Prunes apart through quality, innovation, and sustained consumer demand.

    This renewal ensures that:

    • Promotional programs will continue to be tailored to consumer preferences in key markets around the world, helping to drive consideration and purchase intent for California-origin prunes.
    • California Prunes remains a premium offering to retailers, importers, and food professionals, with a clear value proposition: unmatched quality, consistency, and brand support.
    • Marketing efforts will continue to strengthen the category, by highlighting health, taste, and versatility—inviting new audiences while deepening engagement with loyal consumers.
    • Trade partners benefit from the strength of a fully aligned industry, with growers, handlers, and a dedicated Board actively investing in innovation, nutrition research, and marketing to ensure long-term supply, quality, and market relevance.

    California’s Difference, Backed by Action

    This continuation affirms California’s unique position: no other origin matches its combination of scientific investment, consumer-driven promotion, and strategic trade support. It also underscores the industry’s resolve to lead, not just compete, in an evolving global food landscape.

    “We stand with our trade partners in delivering a product and a program that adds value to their business,” said Donn Zea, Executive Director for the California Prune Board. “This renewal reinforces our commitment to growing the category, protecting premium positioning, and staying responsive to consumer trends—now and into the future.”

    ABOUT THE CALIFORNIA PRUNE BOARD

    The California Prune Board was established in 1980 to represent growers and handlers under the authority of the California Secretary of Food and Agriculture. California is the world’s largest producer of premium prunes with orchards across the Sacramento and San Joaquin valleys. Promoting a lifetime of wellness through the enjoyment of California Prunes, the organization leads the premium prune category with generations of craftsmanship supported by California’s leading food safety and sustainability standards. California Prunes. Prunes. For life.

  • Stable Conditions Set Pace for California’s Premium Prunes

    California Prune orchards put on a beautiful show this spring as the trees bloomed with white blossoms and shifted to a changing color palette as new fruit formed. Growers across the San Joaquin and Sacramento valleys reported a nice extended bloom with excellent quality.

    With an estimated 75,000 tons in volume for the 2021 crop, California Prune growers have been diligent in maintaining the health of the trees, the soil, and preparing crews for harvest this summer to produce the premium quality prunes that California is renowned for. Over the course of the pandemic, demand for California Prunes accelerated and the industry responded with smart inventory management which translates to consistency in supply for customers.

    “Stable weather conditions and a steady supply have put the California Prune industry in a healthy position,” says Donn Zea, Executive Director for the California Prune Board. “We are hitting an equilibrium in acreage and supply due in part to the carryover that California maintains each year to provide customers with a high-quality, healthy product when it matters most.”

    California is the world’s largest supplier of prunes providing a range of premium sizes to meet demand in the U.S. and key export markets. Generations of craftsmanship, intricate climate-controlled drying tunnels, and ongoing investments in research to perfect orchard management practices and deepen the understanding of health benefits, have provided a solid foundation for California’s growers and handlers.

    “Providing a reliable supply each year is a priority across the industry,” added Zea. “With over 100 years of experience growing prunes, we’ve found our way through many challenges, but we’ve never taken our eye off the ball.”

    California has the highest agricultural standards of any other nation. Prune growers and handlers make substantial investments that support the profitability and production of a sustainable food system without compromising efficiencies. Each year, the California Prune industry generates more than $717 million in annual economic impact flowing into the state economy creating and sustaining more than 7,000 full-time equivalent jobs.

    ABOUT THE CALIFORNIA PRUNE BOARD

    Created in 1952, The California Prune Board aims to amplify the premium positioning and top-of-mind awareness of California Prunes through advertising, public relations, promotion, nutrition research, crop management and sustainability research, and issues management. The California Prune Board represents approximately 800 prune growers and 28 prune, juice, and ingredient handlers under the authority of the California Secretary of Food and Agriculture.

  • California Prune Growers Suffer the Brunt

    California prune growers forced economically to make a 23% reduction in crop deliveries have also suffered a 28% reduction in price. This hardship comes in spite of a number of positive factors for the industry including $50 million in USDA purchases of prunes and positive results from trade mitigation offsets and industry promotion efforts in Japan and elsewhere. Growers reviewed the daunting double hit to grower returns from a number of factors including the disruption to trade caused by the coronavirus pandemic at the 52nd annual membership meeting of the Prune Bargaining Association (PBA) held on Thursday last week by conference call/video conference.

    Average grower returns for a number of growers will fall by more than $500 per ton from the previous crop year according to data presented by PBA General Manager Greg Thompson. “Growers are to be commended for the tremendous efforts they have made to match production with demand,” explained Thompson. “Growers were told they would be paid little or nothing for smaller prunes, so they increased their efforts to prune, thin, and then screen out fruit at harvest, bringing the crop down from an estimated 110,000 tons to 85,000 tons.” As background, according to the University of California, growers have an investment of nearly $18,000 per acre (not including land) to establish a prune orchard. Growers spend an additional $4,194 per acre each year to produce and deliver the crop. “The extra effort made this past year by growers increases expenses and reduces yields,” explains Thompson. “It is truly a double whammy to have grower prices fall so precipitously.”

    The brutal cut to grower prices comes in the face of many positives for the industry. Imports of cheaper but poorer quality prunes are down 76% for the first 5 months of year, while domestic shipments of California prunes are up 13%. USDA programs in response to unfair and retaliatory tariffs and trade barriers, and needy family feeding programs, have helped offset losses in overseas markets and gain back market share. Shipments to Japan, a key market for California prunes, are up 14% over the previous year. Over the past 3 years, the USDA has purchased nearly $50 million of prunes for needy families, school lunch, and other feeding programs.

    One of the biggest positives for the California prune growers comes from a united industry working together to promote health and wellness through nutrition research. “Everbody wants to make a health claim these days,” explains Ranvir Singh, PBA President. “But prunes are the tried and true healthy and completely natural food. There is so much more to the health benefits of eating prunes than anyone first imagined.” Scientific research is revealing more and more about the importance of gut health to overall health. Prunes have been shown to have a positive impact on both gut health and bone health, among other bonuses. “The benefits of micro-nutrients, boron, potassium, fiber and an apparent anti- inflammation benefit in gut make prunes a truly remarkable food,” remarks Singh.

    The Prune Bargaining Association was formed in 1968 as a grower-owned cooperative to improve the economy of the California prune industry, encourage the production of a quality product and provide a forum for growers to exchange ideas regarding the industry. The PBA establishes the industry’s raw product price for prunes. 

  • CA Prune Board Authorized to Continue for Another Five Years

    Following a successful public hearing, the California Prune Board (CPB) has been authorized by the California Department of Food and Agriculture (CDFA) to continue for another five years through July 31, 2025 – without the need for an industry referendum. At the hearing, prune growers and processors voiced unanimous support for the CPB, along with sharing numerous examples of the board’s favorable results on behalf of the California Prune industry.

    “The CPB continuation is a major win for California Prune growers, processors and handlers,” said Joe Turkovich, California Prune grower and Chairman of the California Prune Board. “The board’s work is vitally important to the success of the prune industry. It has carefully considered strategic priorities that will continue building industry momentum for the next five years and beyond.”

    California Prune Board: Delivering Leadership and Value
    The hearing comes amid industry headwinds facing California agriculture in general, such as rising labor costs and increasing regulations. Additionally, the California Prune industry has specific challenges including a global market driven by low prices and smaller, inferior quality imported fruit.

    “We have navigated through many challenges and are currently addressing others – such as tariffs that create major impediments to growing markets – all while knowing there are many challenges around the corner. Yet, we believe in the values the industry has together set forth,” said Donn Zea, Executive Director of the California Prune Board. “Our board and committee members are dedicated to the industry’s success and bring integrity and unique perspective to each discussion. The CPB team around the world is both humbled and proud to join them for the hard work that lies ahead.”

    Together, we have achieved much as a board and as an industry, added Zea, citing examples such as:

    • Securing more than $50 million in United States Department of Agriculture (USDA)/Agricultural Marketing Service (AMS) purchases of California Prunes during a three-year timeframe (2017 – 2019) for school nutrition programs and food banks
    • Dedicating more than $1.25 million during the past three years to nutrition research to scientifically validate the remarkable health benefits of California Prunes for gut and bone health, as well as
      overall wellness
    • Investing more than $1.3 million during the past three years to crop production research, including important findings and advancements related to mechanical pruning, rootstock anchorage, new varietal development, and pest and disease control
    • Securing $11.4 million in federal grant funding for export programs, while partnering with the Foreign Agricultural Service (FAS) each year to defend, grow and develop international markets
    • Being recognized by FAS as “highly effective” in CPB proposal quality, strategic execution, and financial and regulatory compliance
    • Developing an extensively researched, thoroughly vetted new California Prunes brand to unite the global industry under a cohesive banner to communicate the one-of-a-kind premium nature of California Prunes

    California Prune Board: Building on the Momentum, Advancing Priorities
    With input from numerous industry members and under the leadership of the CPB executive committee, the board has outlined key priority areas to rally the industry’s efforts. Focus areas include:

    • Nutrition research
    • Trade policy and market support
    • Industry unification
    • Production research
    • Global visibility expansion for California Prunes

    “We have listened intently to California Prune growers and handlers to identify these priority areas that will inform our focus, guide our decisions, and ultimately, make a positive and sustained difference for the global California Prune industry,” said Zea.

    California is the world’s largest producer of prunes providing about 40 percent of the world’s supply and more than 90% of the U.S. supply. Today, there are more than 40,000 bearing acres of California Prune orchards concentrated in the Sacramento and San Joaquin Valleys.

    ABOUT THE CALIFORNIA PRUNE BOARD
    Created in 1952, The California Prune Board aims to amplify the premium positioning and top-of-mind awareness of California Prunes through advertising, public relations, promotion, nutrition research, crop management and sustainability research, and issues management. The California Prune Board represents approximately 800 prune growers and 28 prune, juice, and ingredient handlers under the authority of the California Secretary of Food and Agriculture.

  • CA Prunes Introduces New Brand to Inspire all to Choose CA for Prunes

    The finest prunes on Earth have a new brand with a familiar name: California Prunes – representing all that makes California Prunes premium: world-famous growing conditions, generations of expertise among our growers and handlers, a perfected drying system, and the highest quality agricultural standards of any other nation.

    “The world comes to California for prunes, and we take that seriously,” said Donn Zea, Executive Director, California Prune Board. “California is the most reliable and consistent source in the industry for quality, size, and taste.”

    CA Prunes Introduces New BrandThe new brand is a positive embrace of California Prunes for their premium nature and an expansive view of all their benefits. The new logo design transforms a statement of origin into a reflection of market leadership and a dual message emerges through the tagline: Prunes. For life. signifying that California Prunes are good for your life, at every stage of your life.

    “It moves prunes away from an occasional food choice to a daily pleasure. This is ideal since California Prunes are good for your gut, heart and bones,” said Zea.

    He explains that consumers care more than ever about their food and the time is right to promote California Prunes in a fresh way.

    “Gut health has gained more interest and relevance, and clinical trials suggest that eating five or six prunes a day may support healthy bones,” said Zea. “In addition to the nutritional benefits, market research has shown that the only thing holding people back from eating more prunes isn’t negative perceptions, but rather the simple need for more top-of-mind awareness.”

    CALIFORNIA PRUNES DRIVE GROWTH WORLDWIDE
    “For more than three decades, we have opened markets globally for California Prunes, and we continue to do so today,” said Zea. “California has invested in premium growing processes and quality control along with nutrition and crop research, all while being committed to sustainable agriculture and ethical labor practices.”

    “When it comes to prunes, California delivers. California Prunes have earned a premium reputation in global markets,” said Zea. “The message of our new brand is clear: Choose California for prunes.”

    Joe Turkovich, Chairman of the California Prune Board and California Prune grower from Winters, Calif., said the new brand represents the premium qualities of California Prunes.

    “California’s lush valleys, ancient soils, and endless sun are ideal for growing a delectable-tasting fruit that is like none other,” said Turkovich. “California Prunes are handcrafted with care to ensure each piece of fruit is harvested at its peak for optimal size, exceptional texture, and a signature sweetness.”


    Turkovich explains that California Prunes taste – and pair – like no other prunes in the world.

    “They are fresh and sweet with a rich, smooth mouthfeel that is reliably consistent,” said Turkovich. “We are eager to encourage everyone to enjoy California Prunes today and every day.”
    CA Prunes Introduces New Brand

    GROWN IN CALIFORNIA, SAVORED AROUND THE WORLD

     California Prunes are delivered into more than 60 countries around the world. The new brand will be integrated extensively into markets including the United States, Canada, the European Union, Japan, China, and South Korea.

    To access the new California Prunes logo, photos, and recipes, visit the newly re-designed California Prunes website at www.CaliforniaPrunes.org. For additional information, visit the California Prunes’ Facebook, Twitter and Instagram social media channels at @CAforPrunes.

    ABOUT THE CALIFORNIA PRUNE BOARD 
    Created in 1952, The California Prune Board aims to amplify the premium positioning and top-of-mind awareness of California Prunes through advertising, public relations, promotion, nutrition research, crop management and sustainability research, and issues management. The California Prune Board represents approximately 800 prune growers and 28 prune, juice, and ingredient handlers under the authority of the California Secretary of Food and Agriculture.