The California Prune Board announced on April 21 that it has received funding from the America First Trade Promotion Program, an initiative of the U.S. Department of Agriculture’s Foreign Agricultural Service, to help increase international demand for California prunes.
This new support aims to strengthen returns for prune growers and rural communities by promoting California prunes in key overseas markets. Export market access is important for farm revenue and the agricultural economy in California, which produces over 99 percent of U.S. prunes.
According to Esther Ritson-Elliott, Director of International Marketing and Communications for the California Prune Board, “The America First Trade Promotion Program award will enable CPB to accelerate exports by unlocking consumer interest in premium quality California Prunes. By taking brand awareness to the next level, AFTPP-funded campaigns will support California prune growers, handlers, and the rural communities in which they reside to thrive and prosper for generations to come.”
The board invests in production research and generates more than $717 million in economic activity within the state according to its official website. It also contributes to community well-being by sustaining family farms that provide employment opportunities and promote nutrition through prunes according to its official website. The organization supports orchards with solar arrays and micro-irrigation systems designed for efficient operations according to its official website.
Representing about 800 prune growers and 28 handlers across California according to its official website, the board affiliates with industry members to advance sector interests according to its official website. Its initiatives include advocating for superior quality through research, advertising campaigns, and policy efforts according to its official website.
Looking ahead, this federal funding is expected by stakeholders like Ritson-Elliott and others at CPB to drive continued growth abroad while supporting local economies tied closely with agriculture.
