California Prunes

7th March 2023

Big in Japan: California Prune Board to build on popularity of prunes

The California Prune Board (CPB) has launched a fresh multi-channel marketing strategy in Japan, showcasing the versatility, taste, and nutritional benefits of California Prunes.

Japan is California Prunes’ largest export market, with the Board having actively promoted its premium produce in the country for more than three decades. The new campaign, which targets consumers, healthcare professionals (HCP), and the trade, is headlined by a new TV commercial and digital media campaign. Combined, these two elements alone will reach more than 85 million viewers.

The B2B campaign culminates with a presence at the world-renowned trade show FOODEX Japan, which is being held in Tokyo from today (7th-10th March 2023). Meanwhile, renowned global agency McCann Erickson is leading the consumer and HCP-facing strategy, which will use social media, and TV and digital media advertising to showcase the ‘everyday’ versatility and nutritional benefits of California Prunes.

Esther Ritson-Elliott, CPB’s International Marketing & Communication Director, says: “We are delighted to have launched our new strategy and fresh creative in Japan, which is a hugely important market for California Prunes. We want to reach new audiences, build on the post-pandemic consumer desire for nutritious, shelf-stable foods, and showcase to the trade why the world comes to California for its prunes.”

The CPB’s new approach builds on the strong links the Board already enjoys with the trade in Japan, where California Prunes are prized for their provenance. Statistics from the CPB show that 41% of Japanese consumers[1] would prefer to buy their prunes from California/USA than anywhere else, while more than half named California/USA as the country that provides the best prunes[2].

[1] , 2 Independent research conducted by Rose Research LLC 2022

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 organisation leads the premium prune category with generations of craftsmanship supported by California’s leading food safety and sustainability standards. California Prunes. Prunes. For life.

Kathryn Swinglehurst, Apple Tree Communications (ATC) Ltd     E: / T: +44 (0) 7775 814156