May 21, 2019
FOR MORE INFORMATION, CONTACT:
Kiaran Locy, Dir. of Brand & Industry Communication
California Prune Board
ROSEVILLE, CALIF. – May 21, 2019 – 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.”
The 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.”
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.