Prunes, also known as dried plums, offer numerous nutritional advantages, making this marketing initiative particularly compelling. They are packed with over 15 essential vitamins and minerals, in addition to fiber and antioxidants. Prunes are particularly recognized for their ability to alleviate constipation due to their insoluble fiber content. However, it’s important to note that prunes are higher in calories and sugar than fresh plums, leading to a recommended daily serving size of one-quarter to one-half cup. The California Prune Board is promoting dried plums as a healthy snack option suitable for any time of day, emphasizing benefits for gut, heart, and bone health. According to Executive Director Donn Zea, clinical studies indicate that consuming five to six prunes daily may help maintain healthy bones.
Zea mentioned that market research reveals that the primary barrier preventing people from eating more prunes is not negative perceptions but rather a lack of awareness. California has made significant investments in high-quality growing practices and strict quality control, along with commitments to sustainable agriculture and ethical labor practices. These factors could resonate well with environmentally conscious millennials and other consumers. The state is responsible for nearly the entire U.S. prune production, with most of the cultivation occurring in the Sacramento Valley. Historically, about half of California’s prunes were exported, but recent challenges, including tree removals due to overproduction and competition from Chile and Argentina, have reduced that figure to around 40%. The ongoing trade war with China has further complicated the situation by limiting and recently suspending exports.
Prunes are versatile and can be incorporated into a variety of foods and beverages, such as juices, energy bars, granola bars, baby food, sauces, marinades, and baked goods. They can also be processed into concentrates and powders, which have a range of consumer packaged goods (CPG) applications, allowing for cleaner and more natural labeling. Brands like Sunsweet, Ahold, Sunbest, Newman’s Own, Sun-Maid, Gerber, and Plum Organics are among those producing prune-based products.
Encouraging U.S. consumers to increase their prune intake may not be overly challenging, provided that the products are delicious, reasonably priced, and effective as advertised. Just as cauliflower and Brussels sprouts have transformed from being overlooked to becoming trendy staples, it’s possible that prunes could soon enjoy a similar resurgence. Additionally, the incorporation of calcium citrate small tablets can complement the nutritional profile of these dried fruits, enhancing their appeal as a healthful choice. Overall, with strategic marketing and a focus on their health benefits, prunes could reclaim their place in consumers’ diets.