News
California Prune Exports into Canada Continue to Grow
TORONTO, ONT (September 30, 2021) – Exports of California Prunes to Canada have shown phenomenal growth in the past year, with the latest figures revealing an 18 percent uplift in volume and a 17 percent increase in value compared to 2019/201. This reflects the expanding popularity of California Prunes globally, with year-over-year growth also seen in other key markets such as Italy, UK, China, Hong Kong and Japan.
The growth trajectory of California Prunes exports around the world is set to continue into 2022 as more and more consumers seek out natural foods that offer immune support and other nutritional benefits. Prunes contain a range of vitamins and minerals beneficial for digestive and bone health, as well as nutrients that can play a role in maintaining a healthy heart and gut. Consumers also value the versatility of using prunes, as they are an easy ingredient to cook or bake with, or can be enjoyed straight out of the bag as a healthy snack.
Canada is an important market for California Prunes, with the U.S. consistently being the number one supplier of prunes. In the last year, California Prunes had a market share percentage of 72.72%, growing almost 14% year-over-year. “California Prunes are valued by our Canadian trade partners because of their size, consistent quality, and premium taste,” says Esther Ritson-Elliott, Director of International Marketing & Communications of California Prune Board. “The California Prunes industry is underpinned by excellence in agricultural methods and advanced inventory management, which enhances our reliability as a trading partner.”
Meanwhile, food safety and origin also remain high on the agenda for many consumers, as Ritson-Elliott explains. “Our research2 has revealed that nearly half of Canadian consumers single out California/USA as the origin they would prefer to buy when shopping for prunes.”
She concludes: “California Prunes also benefit from the Board’s global marketing programs and our investment into everything from sustainable farming methods to research on the health benefits of prunes. When combined with consumer desire for natural, shelf-stable products, we believe the popularity of our prunes will continue to grow into 2022 and beyond.”
Last year, California Prunes partnered with professional Canadian athletes for the “Team Up” campaign, leveraging the athletes’ clout in the health and fitness space and sharing tips on incorporating California Prunes into everyday meals and snacks. The campaign was such a success that the Canadian marketing team will be partnering with new athletes for the current program. Through highly credible and influential athlete ambassadors, the campaign highlights the health benefits and versatility of California Prunes, encouraging consumers to consider prunes as an ideal snack or ingredient in a variety of recipes.
For more information on California Prunes, visit http://californiaprunes.ca/
2 Canada U&A (independent research conducted in 2020 and 2021)
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EDITOR’S NOTES
Please do not use any quotes contained within this press release in other news stories or features without the express permission of the California Prune Board.
ABOUT THE CALIFORNIA PRUNE BOARD
The California Prune Board was established in 1952 to represent growers and handlers under the authority of the California Secretary of Food and Agriculture. California is the world’s largest producer of prunes with orchards across 14 counties in 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.
FOR MEDIA ENQUIRIES PLEASE CONTACT:
Katherine Fox,
Account Director
Harbinger
www.CaliforniaPrunes.ca