California Prunes Introduces New Brand to Inspire All to Choose California for Prunes

ROSEVILLE, Calif.–(BUSINESS WIRE)–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.”


“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.”


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,
and Instagram
social media channels at CAforPrunes.


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.


Kiaran Locy, Dir. of Brand & Industry Communication
Prune Board
[email protected]


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