23rd June 2025

 

Marketing Order for California Prune Board Renewed Through 2030: A Continued Commitment to Industry Growth & Leadership

Strong Endorsement from Prune Growers and Processors Results in Unopposed Continuation

Following a successful public hearing and comment period, the California Prune Board (CPB) has been authorized by the California Department of Food and Agriculture (CDFA) to continue for another five years through July 31, 2030, reaffirming the industry’s collective commitment to market leadership, innovation, and long-term success. The decision follows a review conducted by CDFA to evaluate whether the Marketing Order should remain in effect. Testimony and evidence from prune growers and handlers overwhelmingly supported the continuation, highlighting CPB’s critical role in delivering impact to the industry.

The Marketing Order guides strategic promotion, research, and issue management initiatives designed to strengthen the position of California Prunes in an increasingly competitive global marketplace. The program is funded by mandatory assessments from California prune growers and handlers, with activities directed by an industry-elected board under CDFA oversight.

“This outcome is a reflection of our industry’s shared belief in the future of California Prunes,” said George Sousa, Jr., Chairman of the California Prune Board. “We remain united in our pursuit to promote, protect and grow the value of California Prunes by supporting a stable industry to drive long-term success.”

The continuation – without requiring a referendum – reflects not only confidence in the board and staff but also trust in the strategic direction it provides. It reinforces the industry’s ability to invest exponentially more in market development, brand value, and consumer demand than any other prune-producing region of the world, setting California Prunes apart through quality, innovation, and sustained consumer demand.

This renewal ensures that:

  • Promotional programs will continue to be tailored to consumer preferences in key markets around the world, helping to drive consideration and purchase intent for California-origin prunes.
  • California Prunes remains a premium offering to retailers, importers, and food professionals, with a clear value proposition: unmatched quality, consistency, and brand support.
  • Marketing efforts will continue to strengthen the category, by highlighting health, taste, and versatility – inviting new audiences while deepening engagement with loyal consumers.
  • Trade partners benefit from the strength of a fully aligned industry, with growers, handlers, and a dedicated Board actively investing in innovation, nutrition research, and marketing to ensure long-term supply, quality, and market relevance.

California’s Difference, Backed by Action
This continuation affirms California’s unique position: no other origin matches its combination of scientific investment, consumer-driven promotion, and strategic trade support. It also underscores the industry’s resolve to lead, not just compete, in an evolving global food landscape.

“We stand with our trade partners in delivering a product and a program that adds value to their business,” said Donn Zea, Executive Director for the California Prune Board. “This renewal reinforces our commitment to growing the category, protecting premium positioning, and staying responsive to consumer trends – now and into the future.”

ENDS

ABOUT THE CALIFORNIA PRUNE BOARD

The California Prune Board was established in 1980 to represent growers and handlers under the authority of the California Secretary of Food and Agriculture. California is the world’s largest producer of premium prunes with orchards across 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. California Prunes. Prunes. For life.