How the California Prune Board’s global promotional programs are helping the trade to reach consumers

As concerns grow over the impact processed foods can have on health, natural foods are moving increasingly into the spotlight - and into consumers’ shopping baskets.  

By using impactful promotional campaigns to highlight the natural and nutritious benefits of California Prunes, the California Prune Board (CPB) is helping the trade tap into this growing market, with its high-quality prunes delivering value for importers, retailers, food manufacturers, and consumers worldwide.

The CPB tailors its export promotions by market, utilising a network of Registered Dietitians, social media influencers, and brand ambassadors to highlight the science-backed nutritional benefits, premium taste, and versatility of California Prunes across a range of marketing channels. 

Esther Ritson-Elliott, Director of International Marketing and Communications for the California Prune Board, explains: “The Board has been investing in promotional activities in key export markets for nearly 30 years. Each activity is tailored by country and audience, using a multi-channel approach to reach consumers where they are, boosting brand awareness and helping the trade to increase sales of California Prunes.”

In Italy, where consumers seek premium ingredients, partnerships with food influencers, chefs, and brand ambassadors are helping to fuel the popularity of California Prunes, while ongoing collaborations with leading Italian athletes are shining the spotlight on their health benefits. 

In Canada, the CPB has combined the trusted voices of Registered Dietitians and the mass reach of television with healthy recipe segments showcasing the versatility of California Prunes on popular regional TV shows. Meanwhile, an education programme has been rolled out across 400 Ontario health clinics, with factsheets used to educate patients on the positive effects a handful of prunes daily can have on bone and gut health. 

In South Korea, where 94% of consumers use the internet, a partnership with the popular Naver blog platform brings California Prunes in front of consumers and parents searching for recipe ideas, while a product placement partnership with the popular TV cookery show, Altoran, showcases the versatility of California Prunes in Korean dishes. 

In Japan, where the quality and origin of food are particularly prized, TV and digital advertising campaigns have already been used to great effect this year, delivering impactful messaging to a combined 80 million consumers. The campaign creative is further reinforced with retail POS materials and the California Prunes logo, which is available for on-pack use. 

“California is recognised for delivering consistent quality, size, and great tasting prunes,” Esther explains. “This has earned us a strong reputation among trade partners and consumers alike, thanks to our reliability and California Prunes’ rich, smooth flavour.”

The CPB’s global marketing strategy drives top-of-mind awareness, connects with consumers, and builds loyalty, driving ongoing value for its partners. Now the Board is gearing up for further multi-channel marketing programs set to drive success for trade partners around the globe. 

To find out more about California Prunes, visit www.californiaprunes.net

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Editors notes

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.

www.californiaprunes.net