California Prune Board welcomes AFTPP award to boost exports
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The California Prune Board has been awarded funding through the America First Trade Promotion Program (AFTPP). It follows an announcement from the U.S. Department of Agriculture’s Foreign Agricultural Service (FAS), which outlines plans to boost American food and agricultural exports globally.
The California Prune Board (CPB) was selected to receive funding in recognition of its ongoing efforts to grow international demand for California prunes. The award will enable CPB to boost awareness and drive sales in key international markets, using impactful promotional campaigns designed to reach and convert quality-driven and health-conscious consumers.
In return, the funding to unlock opportunities in existing and new markets and grow California prune consumption will help to deliver profitability back to American growers and rural communities. For California, where prunes are a specialty crop, export market access plays a key role in supporting farm revenue and the broader agricultural economy.
Esther Ritson-Elliott, Director of International Marketing and Communications for the California Prune Board, says: “The America First Trade Promotion Program award will enable CPB to accelerate exports by unlocking consumer interest in premium quality California Prunes.
“Using a range of impactful marketing activities, including events, PR, and TV and digital advertising, CPB will utilise the investment to strengthen trade and stakeholder relationships and deliver integrated, multi-channel consumer promotions in key international markets.
“By taking brand awareness to the next level, AFTPP-funded campaigns will, in return, support California prune growers, handlers, and the rural communities in which they reside to thrive and prosper for generations to come.”
Esther adds: “We are grateful to Secretary Brooke Rollins, Under Secretary Luke J. Lindberg, and USDA/FAS for their commitment to advancing U.S. agriculture on the international stage. We warmly welcome their efforts to expand trade opportunities and open doors to new markets for our industry, which in turn gives CPB the momentum and ability to reach even more consumers, drive demand for California prunes, and secure greater export sales.”
Currently, the state exports its prunes to nearly 80 countries worldwide, with nutrient-dense California Prunes sought after for their elevated flavour profile, health benefits, and versatility in use.
Donn Zea, Executive Director of the California Prune Board adds: “Strong export demand means stronger returns for California growers and rural communities that depend on a healthy agricultural economy, and this funding meaningfully advances that work. Thank you to the Trump Administration and USDA/FAS for their support and their commitment to addressing competitive export marketing opportunities for American agriculture and recognising the role California prunes play in that effort.”
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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
