California Prunes: Meeting Health and Sustainability Demands

TORONTO, ONT (October 26, 2023) – Recent research highlights a significant shift in consumer preferences, with a growing demand for healthier food options and sustainable products. According to the latest Canadian Health Food Association (CHFA) consumer study, 92% of Canadians still place high importance on eating healthy despite the high rate of inflation and the rising costs of food. In terms of importance, health ranks second only to price, with an equally strong emphasis on sustainability.

For Canadians in search of both healthy and sustainable foods, California Prunes stands out as the ideal choice. California Prunes have achieved superfood status due to their nutritional content and compelling health benefits. Packed with essential nutrients, antioxidants, and dietary fibre, prunes are recognized for their positive effects on digestive health, bone strength and cardiovascular well-being.

In Canada, about  2.6 million Canadians over the age of 20 live with heart disease. Strokes have also been on the rise in recent years, as indicated in a 2022 report by the Heart and Stroke Foundation. The organization found that one stroke happens every five minutes in Canada, resulting in an average of 108,707 strokes a year. All these factors are likely to encourage consumers to make better lifestyle choices and thus, continue to grow the demand for functional foods and natural health products.

California Prunes are a key dietary choice for Canadians seeking to enhance their heart health. Recent studies presented at the American Society of Nutrition (ASN) annual meeting reveal compelling evidence of the remarkable health benefits associated with daily prune consumption, particularly in relation to cardiovascular health.

A pair of new studies in postmenopausal women and men aged 55+ reveal significant cardiovascular benefits from long-term prune consumption:

  • Men’s Cardiovascular Health: Prune consumption improves HDL cholesterol and the total cholesterol to HDL ratio, lowers oxidative stress, and decreases CRP levels.
  • Positive Outcomes in Older Women: Long-term prune consumption has no negative effects on critical heart disease risk factors in older women, including total cholesterol, total triglycerides, fasting glucose, and insulin levels.

Prunes, being whole fruits with no added sugars, offer an excellent addition to a healthy diet and can contribute to improved cardiovascular health. The findings further establish prunes as a valuable dietary choice for improving cardiovascular well-being in postmenopausal women and men aged 55+.

In addition, consumers can feel good about consuming California Prunes, not just for its health benefits, but for the dedicated growers who champion sustainable growing practices. The California Prune Board, which represents prune growers and handlers, has joined the U.S. Sustainability Alliance (USSA). The member organization for U.S. agriculture represents 25 farming, fishery and forestry organizations and supply chain partners, promoting sustainable U.S. production practices and products to a global market. California Prunes growers embrace innovative technologies and sustainable practices that conserve energy, reduce water use, and improve prune production safety and quality while ensuring industry longevity.

The message is resonating more with consumers, as they actively seek these functional and sustainable products. Grocery stores have an opportunity to meet this demand by making California Prunes a staple in their inventory, serving as an essential item in every shopping cart. Grocers can encourage shoppers to explore the myriad of uses for California Prunes by placing them in multiple sections of the store, from baking aisles to fresh produce sections, and consider featuring them in promotional campaigns as everyone’s favourite new superfood.

For additional insights about how California Prunes can enhance your products and cater your customer’s evolving needs, visit Explore the many ways to incorporate California Prunes into your offerings for health-conscious and environmentally aware shoppers.

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.


Channy Mool, Harbinger Communications