Zero tariff strengthens the opportunity for California Prunes in the UK

With U.S. origin prunes currently entering the UK at 0% tariff, the California Prune Board is encouraging retailers and importers to review the commercial opportunities offered by a product combining strong nutritional credentials, versatility and a naturally long shelf life.

As consumers continue to look for foods that offer value, convenience and multiple benefits, California Prunes can help retailers respond across several important areas: everyday nutrition, healthy snacking, versatile usage and reduced food waste, underpinned by the high-quality reputation California Prunes are known for.

Recent figures from environmental action NGO WRAP show that UK households throw away 4.4 million tonnes of edible food each year, costing the average household around £1,000 annually. Fresh fruit and vegetables account for more than 2.5 million tonnes of edible food waste by weight.

Naturally shelf-stable, California Prunes can be kept in the pantry for up to a year when stored in airtight containers in cool, dry conditions. This gives consumers greater flexibility over when and how they use them, while reducing the risk of fruit being forgotten and going to waste.

Esther Ritson-Elliott, Director of International Marketing and Communications for the California Prune Board, says: “Retailers are continually looking for products that meet several consumer needs rather than just one. California Prunes offer strong nutritional credentials, a long shelf life and considerable versatility, while the current 0% tariff provides an added commercial reason for the UK trade to look again at California origin. California Prunes are also backed by year-round reliability of supply, consistency in taste and an elevated flavour profile.”

California Prunes are high in fibre and vitamin K and are a source of potassium, copper and manganese. Their wider health credentials are supported by more than 70 published studies examining the role of prunes in areas including gut, bone and cardiovascular health.

These include the landmark Prune Study, the largest clinical trial to date to study the impact of prunes on bone health and the first to demonstrate a favourable effect on both bone mineral density and fracture risk at the hip.

California Prunes can be eaten as a snack straight from the pack or used across breakfast, baking and both sweet and savoury dishes. This gives retailers opportunities to position and promote them beyond the traditional dried fruit fixture and introduce consumers to more ways and occasions in which to use them.

Esther adds: “The opportunity is not simply to sell more packs of prunes, but to give consumers more reasons and more ways to use them. We would welcome conversations with UK retailers, importers and category partners interested in exploring the role high-quality California Prunes could play within their ranges.”

Retailers and importers interested in discussing sourcing, category development or promotional opportunities can contact the California Prune Board at 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