March 14, 2023
ROSEVILLE, CALIF. – The California Prune Board is announcing a new marketing campaign,
Good Every Day in So Many Ways, designed to inspire people to enjoy prunes every day. The campaign underscores the great taste, healthy goodness, and versatility of California Prunes, while sharing a range of reasons to eat prunes more often.
“Our purpose is to promote lifetime wellness through the everyday enjoyment of prunes. This campaign gives people permission to appreciate prunes; not simply ‘take’ them for health benefits,” said Kiaran Locy, Director of Brand and Industry Communications, California Prune Board. “It communicates what we want people to think of when they think of prunes: they are a versatile fruit that is good for you and delicious!”
The campaign reflects what makes California Prunes worthy of passion – quality, taste, nutrition, and versatility.
- Quality – Characterized as the “California Difference,” California Prunes have a rich history of being hand-crafted with care by multi-generational family farmers for more than 100 years.
- Taste – California Prunes are naturally sweet with no added sugar and add depth of flavor to complex ingredients like chocolate and chili, while balancing salty or savory foods like olives or nuts for
- Health/nutrition –California Prunes are a nutritional powerhouse packed with important vitamins, minerals, antioxidants, and fiber that support favorable gut, bone, and heart health – all in roughly 4-6 prunes per serving.
- Versatility – California Prunes are ideal for snacking, cooking, and baking and can even be used as a healthy “swap” to reduce sugar, oil, and/or eggs in a variety of recipes. They offer a highly versatile flavor profile that enhances both savory and sweet dishes.
“The campaign is a great platform to showcase why California Prunes are so wonderful, and thanks to a long-term investment in nutrition research, we have a robust and growing body of evidence that show the specific health benefits of prunes,” said Locy. “Most people know prunes are good for digestive health, but our research shows that prunes can help improve bone health, too. Prunes are a versatile, delicious, whole food that can be enjoyed throughout the day, every day.”
Bringing the Good Every Day in So Many Ways Campaign to Life
A soft launch of the campaign has been underway since last fall and will continue as part of high-profile programs this spring.
The new campaign integrates throughout the California Prunes marketing efforts to reach existing fans of the fruit, while delighting those who are just discovering the fruit. Locy explains that the campaign will appear as part of the Board’s efforts to engage with health care and nutrition professionals at the Today’s Dietitian Symposium this spring. The symposium is an educational event for registered dietitians where attendees will learn more about how California Prunes are good every day in so many ways from a health and wellness perspective.
Additionally, the board is hosting a high-profile media event for national food, nutrition, and lifestyle editors who are coming to the Golden State to experience California Prunes first-hand. California Prunes and the campaign themes will also be featured on the popular food and agriculture television program, California Bountiful.
For more information about California Prunes, please visit the California Prunes website CaliforniaPrunes.org and Instagram @caprunes.
ABOUT THE CALIFORNIA PRUNE BOARD
The California Prune Board was established in 1952 to represent growers and handlers under the authority of the California Secretary of Food and Agriculture. California is the world’s largest producer of prunes with orchards across 14 counties in 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.