The California Prune Board’s multi-channel marketing initiatives continue to drive success for California Prunes globally, underpinned by the provenance, quality, and reliability of supply the U.S. is known for.
California-origin prunes are particularly prized by consumers across Asia for their premium taste, versatility, and nutritional benefits – attributes that the California Prune Board (CPB) regularly highlights in through-the-line campaigns targeting both new and existing audiences. The Board’s creative and consistent marketing efforts continue to secure a strong presence for its prunes in both Japan and South Korea, even in the face of challenging trading conditions.
In Japan, California Prunes’ biggest export market, the CPB has leveraged the power of both TV and digital, with its most recent advertising campaign airing last autumn to one hundred million consumers. The TV commercial, which champions the benefits of California Prunes, ran for two months in tandem with digital ads aimed at reaching younger consumers hungry for natural, healthy foods.
Esther Ritson-Elliott, CPB’s Director of International Marketing and Communications, explains: “Quality-conscious consumers are driving the demand for bigger, sweeter prunes while Gen Z purchasers are increasingly inspired by the sustainability practices and transparency of origin behind products. The California Prune industry is a leader in agricultural and safety standards and environmentally friendly initiatives, with regular investment in both. Our premium prunes are unsurpassed for their quality, size, and taste while their nutritious benefits appeal to consumer demand for functional, natural foods.”
Meanwhile, efforts to engage with consumers in South Korea have seen the CPB utilise social media platforms to reach digital-savvy and health-conscious consumers, who, according to the latest insight from Innova[1], are also driven by taste.
“We’re delighted that demand for our premium California Prunes is flourishing in Japan and South Korea. We will continue to strengthen our relationships with the trade in both countries throughout 2025, with a packed schedule of upcoming exhibitions and events including the FABEX and FOODEX shows in Japan and the South Korean F&B event, the Seoul Café Show. We are also planning to upweight our consumer-facing programmes in both markets using a range of exciting channels, including product placement.”
