Our Mission
The California Prune Board was established in 1952 to represent growers and handlers under the authority of the California Secretary of Food and Agriculture. California is the world’s largest producer of prunes with orchards across 14 counties in 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.
This is facilitated by the following activities:
- Generic Promotion — Communicate differentiated benefits and encourage large-scale acceptance of California Prunes. This includes both U.S. and international programs that encompass advertising, sales promotion, public relations, and education.
- Research — This includes market research for measurement; production and processing research to improve grower efficiency and product quality and nutrition research to identify positioning opportunities and value messages.
- Trade Policy — Protect the interests of the California Prune industry globally through coordination with the trade, consumers and government agencies.
- Issues Management — Protect the health of the industry by keeping it apprised of issues that could impact it and being prepared for crisis management in an emergency.