18th March 2020

California Prunes: Store cupboard essential sees rise in sales

Sales of natural foods that can be stored in the cupboard are gaining traction, as worried consumers seek out longer-life snacks and cooking ingredients.

One versatile example is dried fruit, with the California Prune Board (CPB) reporting a rise of 12 per cent[1] for UK imports of prunes in recent months. It’s an uplift reflected across several of the CPB’s international markets, and one which is set to continue, according to Director of International Marketing and Communications, Esther Ritson-Elliott.

With reports from US retailers that shelves have been cleared of dried fruit, it’s an unprecedented situation reflected across the CPB’s other markets, including Japan and Italy, as consumers look to stock up their pantries.

Esther says: “In these worrying times, consumers are stocking up on essentials which are shelf stable, especially those which can be used in a number of ways. With three prunes equivalent to one of your five a day fruit and vegetable intake,  California Prunes can be a useful boost if fresh produce  is difficult to get hold of. They are high in fibre, so they’re a great way to get your daily intake, plus they’re versatile enough to be eaten as a snack and used as an ingredient in both sweet and savoury dishes[2].”

Esther adds: “In the current climate, as consumers stock up, dried fruits like California Prunes are more appealing than ever. There is an abundance of scientific evidence that shows California Prunes are a wise choice for a convenient snack or a versatile cooking ingredient, with their large size and succulent texture making them a delicious and nutritious option.”

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

[1] Source: USDA FAS Exports, using US Census Bureau Trade Data, crop year August 2019-January 2020, vs same period prior year

[3] 100g daily contributes to normal bowel function.

[4] Prunes are high in vitamin K and are a source of manganese, which contribute to the maintenance of normal bones.

[5] Prunes are a source of vitamin B6 and copper, which contribute to the normal function of the immune system.

[6] Prunes are a source of copper and manganese, which contribute to the protection of cells from oxidative stress.