21st October 2020


California Prune Board is ‘optimistic’ about opportunities afforded by future UK-US trade agreement

The California Prune Board is optimistic about the future of California-origin exports into the UK, as talks continue between the UK Government and US officials on a potential trade agreement. It follows a successful year for the growers and handlers represented by the California Prune Board (CPB), who have seen a rise in prune exports into key markets across Europe and Asia.

California is the largest producer of prunes, providing approximately 40 percent of the world’s supply and over 90 percent of the U.S. supply. Its prunes are renowned by manufacturers, retailers and consumers for their size, natural sweetness, consistency and versatility in use.

Kevin Verbruggen, CPB’s European Marketing Director says: “The California Prune Board is delighted that the UK’s import tariff is set to be reduced from 1st January next year. This is of course outside of a potential trade deal agreed between the UK and US, and we’re looking forward to any further developments on that as and when they are announced.”

In the meantime, the California Prune Board is working to further raise its profile in the UK market with the distribution of a trade flyer aimed at UK trade members, including importers, wholesalers, manufacturers and retailers. It highlights the benefits of using California Prunes in light of a reduction in tariffs and encourages a better understanding of how prunes can add value to their respective businesses.

Kevin explains: “California Prunes have a number of benefits and uses and can be used to improve the nutritional profile of products thanks to the range of vitamins and minerals they contain. They can also be used by manufacturers as a natural fat or sugar replacement, or add value to retailers’ dried fruit categories, as a way to drive incremental, impulse purchases.”

California Prunes have found success in a range of products aimed at health-conscious consumers already this year, including energy bars from Colorado-based Four Points, who chose California Prunes specifically for their low GI benefits, and a prune and peach flavoured kombucha drink from South Korean manufacturer, Sangsangcho.

Kevin adds: “What sets California Prunes apart in their own market is their consistent, premium quality and their versatility in use by both manufacturers and retailers. Not only are our prunes large in size, they’re also deliciously sweet and succulent. As consumer interest in plant-based and healthier diets grow, natural products like prunes are becoming increasingly popular, so there’s no better time to look at how they can add value to your business.”

For a copy of the trade flyer and more information on growing your business with California Prunes, visit www.californiaprunes.co.uk/trade/ or email info@cpbeurope.eu.com.

Kathryn Swinglehurst, Apple Tree Communications (ATC) Ltd   E:  kath@appletreecomms.co.uk / T: +44 (0) 7775 814156