Annual Report February 2012

CALIFORNIA DRIED PLUM NEWS
Annual Report
No. 157
No. 181
February 2008
February
2012
ThisThis
Annual
Report Report
was developed
in accordance
the Agricultural
Act of 1937
to provide
withto
a 188,804
summary
2006Marketing
prune production
increased
byyou
102%
Annual
was developed
in with
accorof
California
Plum Board activities
for the
marketingtons
year.asSpecial
recognition
go to the members
and
dance
with Dried
the Agricultural
Marketing
Act2010/11
of 1937
the bearing
acre should
yield doubled
to 2.8 dried
alternates
the Board
Committees
shown onDried
page 6 and the
various
who
have
devoted many
hours
to provideofyou
with aand
summary
of California
tons
to thesubcommittees
acre. The 2007
crop
is projected
by packto
California
industryfor
matters
during themarketing
course of the year.ers to only reach about 80,000 tons which would be
Plum
Boardprune
activities
the 2006/07
year. Special recognition should go to the members
and alternates of the Board and Committee shown
on page 8 and the
various
subcommittees
who Dried
have
Greetings
from
the
California
devoted many hours to California prune industry
Marketing
matters during theCommittee
course of the year.
As
the completion of my
first year
as your Executive
PRODUCTION
AND
SUPPLY
Director approaches, it’s a good time to reflect on
observations
about the
organization,
industry
and
Bearing prune acreage
remained
unchanged
at 65,000
outlook
markets
domestic and
around
the world.
acres inin2007.
Non-bearing
acreage
remained
at
7,500 acres in 2006.
I’d be remiss if I didn’t acknowledge the great work of
Acreage
Rich(000)
Peterson, Prune
who served
this industry for 25 years.
Acres
Acres (000)
Markets, messages, technology
100
86
86
and people all changed during
90
83 83
72
74
80
but the steady
B
Bearing
i Rich’s tenure,
70
65
65
67
70
guidance of his leadership
60
did not. Rich handed me a
50
strong organization – including
40
Non-Bearing
26
30
a highly qualified, dedicated
22 15
20
– 8and 7wise8 counsel
upon
11 team
9
8
10
his departure. We’re glad to still
0
'98
'99
'00
'01 have
'02 him
'03 serving
'04
'05 our
'06 interests
'07
as
the
Executive
Director
Donn
Prune
tree Zea
sales, reported by nurseries, increasedofbythe
Dried
Fruit Coalition.
60% to 431,719 trees California
in 2007. The
projection
for
2008 sales was 445,000 trees, which would repreAs
theincrease
industry,
well,
it may look
sentfor
a 3%
and
the highest
sales different
total sincethan
it1997.
did 10 years ago in terms of acres in production,
but it is still the world leader in growing, processing
Tree Sales of super fruits.
and
marketingPrune
the standard-bearer
Trees
Innovative
strategies and tactics to broaden our
(000)
partnerships
with the trade and consumers at all
500
450
levels,
and position California dried 432plums 445as
a 400
flavorful,
325 convenient and nutritionally-packed
350
320
3
0
300
297 are required to bring
315
powerhouse
food
choice,
300
230
270Ultimately,
250
sustained
value to the dried plum industry.
200
that is the only measurement that defines the
150
173 162
success
of our programs. Considering
the trends
100
50
toward
more healthful and functional eating, the time
has 0never been better. Let’s renew our commitment
'98 '99
'00 '01 '02 '03 '04 '05 '06 '07 '08
Projected
to that cause.
41% below the 5-year average of 134,748.
Plum Board
and the Prune
Total Production
& Yield
Tons (000)
215
Of200vital importance is our focus on international
189
175
172
markets.
With
industry
budget
restraints
and
160
168
the Foreign Agricultural
Service
Market
Access
142
120
Program
facing an uncertain future, we must
103
invest marketing dollars more strategically
than
93
80
80
ever before, especially in light of South American
48
competition.
Capturing a greater
share of the
40
'98
'99
'00
'01
'02
'03
'04
'05
'07
robust economic growth in certain regions'06while
still
2.8
1.2
1.2
2.0
2.4
1.6
2.2
2.3
.7
1.4
maintaining a presence
in
mature
markets
will
Projected not
Average Bearing Acre Yield
be easy and comes with a certain amount of risk.
You
restcarry-in
assured
we’lltons
be was
working
Thecan
2006
of that
22,140
15%closely
lower
with
in-country
thanour
the 2005
carry-inrepresentatives,
of 25,931 tons andestablishing
74% lower
strong
relationships
and developing
locally-exacting
than the
reported 86,075
ton 2007 car
ry-in.
strategies to develop loyal demand for California
Carry-In
prunes apart from
the rest.Inventory
Tons (000)
130
Lastly, 126
I’d like to remind all of you that we have
110
enjoyed a 3-year 101
partnership with Olympian Natalie
86
90
Coughlin,
one of the most successful American
71
swimmers
of all time. As you’ll see in this report, this
70
65
64 with69
60
year’s
promotional
efforts
Natalie have already
50
D As
i d
produced
terrific results.Desired
the 2012 Summer
30
26
Games
draw
closer,
it
will
be
exciting
to 22know that
10
we’ve'98got'99“one
the'05pool.
'00 of'01our'02own”
'03 in'04
'06 I’m
'07 sure
you’ll join me in extending her the best of success in
C
Carry
in
i
D i d
Desired
training and competing this year.
When combined with 2006 production of 188,804
Best Regards,
tons, the total supply was 210,944 tons, which was
77% larger than the 2005 supply. The projected
2007 total supply of 166,075 tons would represent a
21% decrease from 2006.
Donn Zea
Executive Director
CALIFORNIA DRIED PLUM NEWS
PRODUCTION
AND SUPPLY
Natural Condition
Supply
Tons (000)
A310California prune processor survey showed bearing
and
290 non-bearing prune acreage decreased in 2011
268
8
to
27055,318 acres and 3,904 acres, respectively.
250
226
230
210
236
239
226
225
PAGE 2
tons were 30% higher than 2005 shipments which
had been abnormally low due to inventory limitations. Domestic shipments increased by 10% while
exports increased by 59%. Exports as a percent of
total shipments rebounded by over 9 points to a more
typical 49.7%.
Total Shi
211
Total Shipments
Tons (000)
190
166
170
150
200
180
130
116
110
'98
'99
'00
'01
'02
'03
'04
119
'05
160
'06
The average grower return per ton decreased by 5%
to $1,395 per ton for 2006 according to the California
Agricultural Statistics Service. The average price for
the 2004 – 2006 crop years was 84% higher than the
previous 5-year average of $789.
vera
Prune
tree salesGrower
reported byReturns/Ton
nurseries decreased
Average
by$ 55% to 137,000 trees in 2011. The projection for
1625
2012
is 148,870 trees which would1500
represent a 9%
1525
1470
increase.
1425
1225
1025
764
861
775 726
725
810
'98
'99
'00
'01
'02
'03
'04
'05
'06
99
16
165
203
135
162
16
168
47
93
18
185
Salable Production
The average return per bearing acre increased by
89% due to the doubling of the yield per acre.
The 2011 inventory carry-in of 65,009 tons was 23%
vera
lower
than the 2010
carry-in/ ofBearing
84,856 tons.
Average
Returns
Acre
$
3906
$
3800
3500
3200
2600
2300
2000
1722
1700
1860
2064
1782
106
88
the92 carry-in
with 201095production of
90
87
63
69
80
129,510
tons,81the total supply
tons,
86 was 214,366
82
76
77
49
67
60
which
2% lower than the 2009 supply. 68
The
E was
Export
t
46
43 would
40
projected
2011 supply of 187,009 tons
'98
98
'99
99 a 13%
'00
00 decrease
'01
01
'02
02 from
'03
03 2010.
'04
04
'05
05
'06
06
represent
Shipments of pitted prunes increased by 30% versus
year ago while whole prunes increased by 28%.
Pitted prunes accounted for over 74% of exports and
54% of domestic shipments.
Shipments
– Whole
Shipments
- Whole
W & Pitted
& Pitted
Pitted
112
Total
173
163
167
173
137
155
113
110
104
101
1
95 106
98
100
88
80
68
67
69
66
63
60
49
60
38
54
4
59
The
average grower return per ton as reported
by
40
28
Whole
20
NASS
increased by 10% to $1,349 per ton for 2010.
'98 average
'99
'00
'02
2 2005-2010
'03
'04
'05
'06
The
price'01for the
crop
years
of $1,398
wasavailability
2% lowerofthan
the previous
The
increasing
California
prunes 6-year
led to
average
of
$1,422.
a 76% drop in US prune imports (excluding prunes
in brine) last year to 1,260.0 tons. For the first four
months this year imports dropped an additional 97%
to 35.3 tons.
Tons
10000
9000
8000
1776
1400
800
137
U. S. PRUNE IMPORTS
2900
1100
173
155
100
Combining
87
160
140
120
772
167
96
Tons ((000))
200
178
180
1125
173
Domestic
1395
1325
825
120
Total
163
140
'07
Projected
925
178
1162
917
1047
'98
'99
'00
'01
'02
'03
'04
'05
'06
1.2
2.0
2.4
1.6
2.2
2.3
.7
1.4
2.8
Salable Yield
2010 prune production decreased by 22% to
129,510 tons with the bearing acre yield decreasing
from 2006
2.7 toshipments
2.4 dried tons
per acre.
The 2011
crop is
Total
of 136,876
processed
condition
projected to reach about 122,000 tons, which would
be a 6% year-to-year decline, and 10% lower than
the previous 5-year average of 139,483 tons.
SHIPMENTS
7000
6000
5000
4000
3000
2000
1000
U.S. Prune Imports
8,807.8
5,149.8
507.8 203.0
257.5 268.3 return
03
0 31.9
31bearing
9
average
per
1,260.0
35.3
The
acre decreased
by
0
3% to1999
$3,238.
The
average
return
per
bearing
acre
2000 2001 2002 2003 2004 2005 2006 2007
Months
for the 2005-2010 crop years of $2,943 4 was
14%
higher than the previous 6-year average of $2,574.
CALIFORNIA DRIED PLUM NEWS
Imports of unfermented prune juice (including
prune concentrate converted to single strength juice)
increased by 31% last year to 25,928 kiloliters (the
equivalent of about 9,260 short tons of N.C. prunes).
For the first four months this year 10,176.6 KL (about
3,635 short tons) has been imported (primarily from
Chile), an increase of 19%
U.S. Prune Juice Imports
n ermente (Unfermented)
KL
30000
25000
SHIPMENTS
20000
24 658 5
24,658.5
25,928.0
19,762.8
Total 2010 shipments of 140,240 processed condition
15000
tons were 6% higher than 2009 shipments. 10,176.6
Domestic
,
10000
7,715.5
shipments decreased
by less than 1% while exports
6,704.5
4,756.4
increased
by
13%.
Domestic and export shipments
5000 1,945.5
2,092.9
,
for the first quarter of the 2011 marketing year have
0
decreased
economic
1999 by
2000over
2001 18%
2002 due
2003 to
2004
2005 2006 recession
2007
4 Months
in the U.S. and major export markets and continuing
low-priced South American competition.
STRATEGIC PLAN
The
California Dried Plum Board completed a
Comprehensive Industry Strategic Plan (CISP) about
18 months ago through the facilitation of Ms. Mary
Moos of Gordian Marketing, Inc. Representatives
from all facets of the industry as well as CDPB staff,
agency and consultant resources met for three work
sessions to develop a comprehensive and coordinated
global strategic plan that would:
 Support the long-term health of the industry
 Represent areas of common interest
 Provide benefits to all industry segments
 Be
used tointo
make
decisions about
Prune
imports
theinformed
U.S. decreased
by 72%
programming.
to 322funding
tons in and
2010
and have decreased by 74%
through the first five months of the 2011 marketing
From
sessions
the(compared
following to
mission
statements
year these
to only
62 tons
the same
period
were
developed.
last year).
These totals do not include prunes in
brine. Virtually all imported prunes have come from
Industry:
To sell more California dried plums to
Chile and Iran.
more people worldwide.
CDPB: To protect and support the health, growth
and integrity of the California dried plum/prune
industry.
It was agreed that the focus of the CDPB’s activities
should be:
 Generic Promotions: Communicate differ
PAGE 3
entiated
benefits and
encourage
large-scale
Imports
of unfermented
prune
juice (including
prune
acceptance
of California
plums.
concentrate
converted
to singledried
strength
juice) de Research:
Market
research
clined
by 7% in 2010
to 18,544
KLfor
(the equivalent of
measurement;
production
research
to this year
about 6,600 tons). For the first five
months
grower
nutrition
5,873 improve
KL (about
2,090efficiency;
tons) have
been imported,
research to identify positioning opportunities
a decrease of 41%. Virtually all imports have been
and value messages.
from Chile and France.
 Trade Policy: Protect the interests of the
California prune industry globally.
 Issues Management: Protect the health of
the industry.
The most critical issues facing the California prune/
dried plum industry over the next five years were
identified as:
 Shrinking demand
 Competition from exports
 Increased production costs
 Difficulty of marketing dried plums
DOMESTIC
MARKETING
DOMESTIC MARKETING
PUBLICRelations
RELATIONS
Public
The objectives of the 2010/11 program were to
The
public relations
in the U.S.
continued to
be
continue
to drive focus
awareness
of California
dried
on
positioning
dried plums Superfruit
as the #1 fruit
digesplums
as a Sensational
and for
maximize
tive
health
due toto their
sorbitol,
fiber, antioxidants
media
attention
stimulate
demand.
and potassium. This positioning extends beyond
Theassociation
strategy used
achieve
this
consumers’ traditional
of toprunes
with
objective
was
to
leverage
laxation to encompass lifestyle and well-being. the
star power of popular Olympian
Natalie
Coughlin
to broaden
Our communication goals
were
to:
the appeal and gain support
for about
California
dried plums
 Build awareness
the importance
of as a
superfruit
among
health/
nutrition
digestive health among our target audiences:
influencers.
Ms.old
Coughlin was
Women
25 – 54 years
Natalie –Coughlin
the
most
decorated
female
(universe of 63+ million)
athlete –
of the Media
2004 and 2008 Olympics and well on
her way–to theHealth
London
Games later this year 2012.
Professionals
She is passionate about cooking and living a healthy
lifestyle
and awareness
loves California
DriedPlums
Plums.are the
 Drive
that Dried
“essential”
solutionSatellite
to digestive
health
A Peak
Performance
Media
Tour with
Natalie demonstrating recipes featuring California
 plums
Position
theradio
California
Dried Plum
dried
and
news releases
on 4Board
networks
as athe
number
one resource
for information
reached
total
audience
of 30+ million.
on digestive health
The Tummywise.com digestive health website
was strategies
consolidated
into the nutrition
The
and programs
used to section
reach theof
californiadriedplums.org
website.
New
cooking
communication goals were:
videos of Ms. Coughlin were also added and an
online consumer
“Super Snacking Sweepstakes”
Dramatize
to Publicize
generated
30,000
The
media isover
hungry
for entries.
problem/solution stories so
we
demonstrated the impact of travel on digestive
New videos featuring Ms. Coughlin were added to
the website and key messages featured dried plums
(continued page 4)
CALIFORNIA DRIED PLUM NEWS
as a natural
substitute
for fat and
sugar, astravelers
well as a
health,
using real-life
experiences
of frequent
flavorareand
moisture
who
often
victimsenhancer.
of stress, poor diet (esp. lack
of fiber) and dehydration, which are disruptive and
The CDPB supplied sample packs for Iron Girls, a
debilitating to overall wellbeing.
women’s race event series reaching more than 20,000
registered race participants and more at the postWomen On the Go: Frequent Travelers Program
event Breakfast Cafes.
The CDPB partnered with CondeNet, a nationally
recognized
create a survey
A “Satisfy travelers’
a Snackresource,
Attack” tonewspaper
release
for
frequent
travelers
to generated
uncover the576
most
common
featuring
Ms.
Coughlin
news
articles
digestive
health
problems
experienced
that reached
over
18.8 million
readers. on the road.
An online advertising campaign promoted the survey
to
target consumers.
As an incentive for involvement,
NUTRITION
RESEARCH
all survey participants were entered into a sweepstakes
The Nutrition Research program discovers,
to win prizes such as an all expense-paid weekend
characterizes and quantifies nutrient and nonat a spa. The survey/sweepstakes results increased
nutrient components and health promoting functions
awareness
of the importance of maintaining good
of dried plums/products with a special emphasis on
digestive
health while traveling and highlighted
phytonutrients (phenolic compounds), potassium,
California
Dried Plums as the “essential” solution.
carbohydrates,
dietary
fiber andnationally,
sorbitol. The
program
The
results were
publicized
creating
leverages
research
findings
through
presentations
a dramatic news hook for the media - “travelers’
at professional
meetings and symposia; published
digestive
health distress.
manuscripts; and by providing the scientific basis for
communications
to health
professional and consumers.
Sell
the “Essential”
Solution
PAGE 4
California
Dried
Plums by
partnering
healthin
Japan
- The
earthquake
and
tsunami with
centered
clubs to Japan
provide
complimentary
California
Northeast
negatively
affected prune
salesDried
shortPlum
snack
packs
for
members.
term in this area. However, our television ad, that ran
in the Tokyo market after the earthquake, sustained
Pump
Volume
sales
atUp
8%the
above
the same period the previous year.
We increased
awareness
of the Digestive
Health
Some
of the increase
was attributed
to the run on
food
campaign
by
surrounding
consumers
with
information
and the added benefits of nutritional products, such as
about digestive
health
the “essential
role” of dried
California
prunes,
that and
did not
need refrigeration.
plums through multiple media channels.
The CPB sponsored a joint baking/chef seminar with
California
Almonds
in Tokyo, Kobe and Nagoya. And,
News Bureau
Program
for
the 20th consecutive
we participated
in the
A year-round
news bureauyear,
program
generated stories,
All
Japan
School
Nutritionists
Association
Conference
tips and usage ideas featuring California Dried Plums,
toespecially
educate school
future
consumers
during nutritionists
the holidaysand
when
consumption
about
was atthe
itsnutritional
highest. attributes of California prunes.
China - Billboard advertising campaigns on major
Opportunistic
transit
routes inProgram
Shanghai, Beijing and Guangzhou
The
CDPB proactively
carried California
prune health identified
messages. potential
A media
partnerships
and
spokespersons
that
aligned
with
tasting was held for key journalists in Shanghaithe
to
Digestive Health
targeted
encourage
them toOrganization’s
write articles about
themessages.
nutritional
New research uncovered by the CDPB’s Nutrition
attributes and cooking versatility of California prunes.
Advisory Panel, the DHO Advisory Board or media
Consumers
areprovide
lookinganforobjective,
quick, easy
fixes todatabase
solve
Its goal is to
scientific
their
health problems,
we madehealth
California
Dried
for consumer
public sorelations,
professional
Plums
and the “Digestive
Health Diet”emphasizing
the centerpiecethe
communications
and marketing,
of
a
problem/solution
discussion
regarding
digestive
awareness of dried plums’ role in digestive
health,
health.
bone health, heart health, satiety, immune function and
coverage
of emerging
experts
increased
these
India
- Television
advertising,
advertorials
and in-store
opportunities.
Thisawareness
program of
built
relationships
promotions
increased
California
prunes
keptAthe
CDPB
abreast
of emerging
and
inand
India.
new
generic
sample
pack was trends
developed
potential
spokespeople.
for
an on-pack
promotion with Kellogg’s Muesli that
increased new user trial and retail sales of California
Strengthen Credibility
prunes.
“Good Gut” Travel Spokesperson Program
projects:
AResearch
third-party
spokesperson, Leslie Bonci, Director
Dr. Nutrition
Bahram Arjmandi’s
researchof “Comparative
of •Sports
at the University
Pittsburgh
effects
of dried
and dried
on bone in
Medical
Center
and plum
the author
of apple
the American
postmenopausal
women”
was
published
in
the was
British
Dietetic Association’s Guide to Better Digestion,
Journal of Nutrition.
selected
to enhance the credibility of our messages.
• Dr. Maria Stacewicz-Saputlzakis’ literature review
Leslie has
helped
the solution”
by promoting
been“sell
accepted
for publication
in CriticalCDPB
Reviews
messages
viaScience
print, and
broadcast,
in Food
Nutrition. the Internet and
national
mediaand
vehicles.
• A satiety
weight loss study at Liverpool University
United
Kingdom
- Leading
health dietitians
food retailer
ambassadors
by educating
registered
and
Holland
&
Barrett
featured
California
prunes
in a
nurse practitioners about the importance of
California
spring
with nutrition/
Dried promotion
Plums in building
and maintaining good
recipe
booklets,
shelf
signs and
digestive health.
CPB Gold Standard stickers on
packages.
The Taste of London
Influencer Program
consumer
event
offered
55,000 on their own turf
We met with
health
professionals
visitors
product
samples
and
recipe
through participation at their
national conferences,
leaflets.
local meetings and in their publications.
reduction of oxidative stress.
continues.
•
digestive
health study
Leslie Aworks
extensively
with at Kings College in London
continues.
athletes to help them achieve
• Dr.
Bernard Halloran
peak
performance
and and
has Dr. Brenda Smith continued
their work on bioactive compounds in dried plums
developed the “Good Gut”
involved in bone health.
Travel Kit, which includes
“on-the-go” food solutions
INTERNATIONAL
including
California MARKETING
Dried
Plums.
The California Dried Plum Board was granted $3.2
Leslieand
Bonci
million in Market Access Program (MAP)
Emerging
Fitness
Enthusiasts’
Sampling
Markets
Program (EMP)
support by USDA’s Foreign
Program
Agricultural Service in 2010/11.
A product-sampling program was launched to educate
The MAP
included
funding
active
adultsprogram
about theagain
digestive
healthbrand
benefits
of
in established Western European markets with
participating packers contributing at least 50% of the
total cost of advertising and promotion for their brands.
The
CDPB
turned
health
professionals
into
Italy - Generic activities promoted
 American
Dietetic
California
prunes
as a healthy and versatile snack
A
s
s
o
c
i
a
t i o new
n
through leaflets and
POS materials with in(September
17-19,
store sampling promotions held in 65 Northern Italian
2006): The CDPB
hypermarkets.
staffed a booth on
Greece
- CPB floor
metand
with key retailers resulting in
the exhibit
California
prunes
replacing
sponsored an ADA
Yoga Session. France in a retailer’s private label
 A m e r i c pack.
a n California prune samples
Academy of Nurse
and a copy of California Prune
Practitioners (June
Ambassador ADA
EleniExhibit
Petroulaki’s
20-24): CDPBbook,
also exhibited
at
this
“Secret Guideconference
to Well
and distributed Being”,
Tummywise
werepamphlets
distributedand
atsnack
retail
packs.
stores.
Eleni Petroulaki
(continued page 5)
CALIFORNIA DRIED PLUM NEWS
Russia - The
CPB with
exhibited
at three
trade shows in
Leveraging
Assets
Influencer
Program
conjunction
withthe
trade
seminars
in Moscow
and St.
The
CDPB put
Digestive
Health
Organization
Petersburg.
at Fruit
Logistica
into
action andCPB
keptalso
webexhibited
site resources
up to
date viain
Berlin where
Russian,
Eastern
European
and Western
quarterly
conference
calls
with DHO
Advisory
Board
European New
driedresearch
fruit buyers
were in attendance.
members.
on Californian
Dried Plums
was posted on www.DigestiveHealthOrg.com.
European Union - An economic research study was
to demonstrate the negative economic
completed
CDPB Website
Resources: Both the DHO
impact of the 9.6% EU import duty on California
website for health professionals and www.
prunes
into EU. Additional
intelligence
on the
issue
Tummywise.com
for consumers
were
updated
wason collected
through
a
fact-finding
mission
a quarterly basis. We also redesigned www.to
Brussels.
CaliforniaDriedPlums.org.
Consumer research was conducted in Poland to
affects due to rebaggers
using “California-like” marketing claims on packages
The
CDPB Chilean
sponsors prunes.
nutrition This
and medical
containing
issue is research
currently
to
discover,
characterize
and/or
quantify
nutrient
being addressed by Polish officials.
Nutrition
Research
document the
misleading
and non-nutrient components and health promoting
functions of dried plums/products. The nutrition
PRODUCTION
RESEARCH
research
program works
directly with scientists at
major
research institutions
develop
the objective
The California
Dried PlumtoBoard
funded
a variety
research
database
on
which
to
build
credible
health
of production research projects in 2010/11 as
well
communications
public
programs
and
as membership and
in the
Minorrelations
Crop Farmer
Alliance,
marketing
efforts. Coalition and the Pesticide Policy
Crop Protection
Coalition at a total cost of $186,990. Joe Turkovich
Aserved
five member
Nutrition
Advisory
Panel
maintains
as Chairman
of the
Research
Subcommittee
the
integrity
and credibility
of the nutrition
andscientific
Gary Obenauf,
President
of Agricultural
Research
research
evaluates
current
research
Consulting,program,
coordinated
all research
activities.
For
activities,
helps
develop
the
research
agenda,
reviews
reports on these prune research projects, contact the
proposals,
assists
in dissemination
of research results,
Board office
or visit
http://ucanr.org/sites/driedplum/.
and helps identify key contacts to leverage research.
The CDPB was also awarded a $1,458,000 TASC
(Technical 2006/07,
Assistance for
During
Dr. Specialty Crops) grant
by USDA’s
Agricultural
Service (FAS) to
Christine
Wu,Foreign
University
of
research
“Low-emission
Methyl
Bromide
Fumigations
Illinois, Chicago, continued
for
Quarantine
and
Pre-Shipment
Uses”.
her study on the “Oral and
dental health benefits of
dried
plums”. Dr. Bahram
INTERNATIONAL
PRUNE ASSOCIATION
H. Arjmandi, Florida State
The California Prune Industry is pleased to host
University,
began his USDAthe 13th
Bi-Annual
Congress of the International
funded
clinical
trial “Dried
Prune
Association.
The
will be held at the
plum reverses bone lossCongress
in
University
of
California,
Davis
campus
May 21 – 25,
postmenopausal women”.
2012.
Theincludes
Congress
The
research
several Dr. Bahram Arjmandi
will
be
enhanced
by
measurements of oxidative
joint
presentations
stress funded by the Board. Dr. James Joseph, USDA
and field
tripsResearch
with Center on Aging at Tufts
Human
Nutrition
experts
on
prunes
who
University, assessed the anti-inflammatory activity
willfresh
be plum
attending
of
juice inthe
a mouse cell model through a
International
Society
forprevious work on the role of
no-cost
extension
of his
Horticultural
Science
dried
plums on measurements
of cognitive and motor
Conference
on
Plum
behavior in aging rats.
and
Prune
Genetics,
PAGE 5
New
projects
by the
the same
Board week.
in 2006/07
Breeding
andapproved
Technology
For
were:
more information on the conference program,
lodging, accompanying person activities, post Satiety,
weight
management
andtoa download
conference
Napa
Valley
wine tour and
healthful
diet – Mark
Kern,
RD, CDPB
registration
materials
please
goPhD,
to the
Sanat:
Diego
State University
website
http://www.californiadriedplums.org/
 Short and mid-term effects on satiety
growers-and-packers.
in normal weight individuals – Antonis
Zampelas, PhD, University of Athens,
2010/11
BOARD INCOME & EXPENSES
Greece

Treatment
of adults
with constipation
The 2010/11 Board
statement
of income– and
SatishisRao,
MD, below.
PhD, University
Iowa
expenses
shown
These of
represent
audited figures verified in the Board’s annual
The
CDPB also supported Nutrition Advisory Panel
audit by Hood and Strong LLP, Certified Public
member,
Dan Gallaher, PhD, who spoke at the
Accountants.
International Symposium on Human Health Effects
ofINCOME:
Fruits and Vegetables.
Carryover Funds
$1,176,599
129,510
Assessment Rate per ton
$22.50
The 2006/07 industry marketing program focused
Assessment
Income
$2,920,734
dried
plum benefits
on naturally extending
product
Misc.
Income
(Interest,
etc.)
28,000
shelf
life
and shelf
stability
in food products
like:
Industrial
Programtons only)
Production (Assessable
TOTAL INCOME
$4,125,333
 Processed fresh meat and poultry products
EXPENSES:
 Precooked meat and poultry products
Operating
Expenses
$ entrees
199,807
 Fresh/frozen
prepared dinners and
 BakedServices
goods (fresh and frozen)
Consulting
143,318
 Estimating
Selected baked
and extruded snacks. 5,000
Crop
Services
Production Research & Coordination 260,487
Public Relations 527,933
Nutrition
Research
130,273
 Increase
awareness of dried plums as
a food
Domestic
Marketing
70,017
ingredient
International
Marketdried
Development
1,753,135
 Demonstrate
plums’ ingredient
effectiveness in extending product shelf
life
Administration
532,994
and
shelf
stability
Processor Credit-Back
459,054
Program objectives were to:
 Achieve adoption of dried plums in existing
TOTAL
EXPENSES
and
new products.
$4,082,018
FUNDS CARRIED OVER
$
Strategies employed were to:
43,315
 Communicate dried plum product features
and benefits to the industrial and
The California Dried Plum Board is a recipient of Market
foodservice
channels
Access
Program (MAP)
funds from USDA’s Foreign

Use existing
newDepartment
evidence of
asAgriculture
proof of
Agricultural
Service. and
The U.S.
(USDA)
prohibits
discrimination
in all its programs and
dried
plums’
performance
activities
on the
basis
of race,
color,industrial
national origin,

Support
dried
plum
handler
sales
gender, religion, age, disability, political beliefs, sexual
and
marketing
activities
through
the
orientation and marital or family status. (Not all prohibited
use
of atoconsulting
chef
bases
apply
all programs.)
Persons with disabilities
who require alternative means for communication of
information
(Braille,
print, audiotape,
etc.)
Theprogram
program’s
focus
waslarge
shifted
to sandwiches
should
contact
Donn
Zea
at
(916)
565-6232.
which are the number 1 dinner and breakfast entrée.
ADDRESS SERVICE REQUESTED
3840 Rosin Court, Suite 170
Sacramento, CA 95834
CDPB
(916) 565-6232
ADDRESS
SERVICE REQUESTED
PMC (916) 565-6235
FAX
(916)
565-6237
3840
Rosin
Court, Suite 170
E-mail: [email protected]
Sacramento, CA 95834
Website: www.californiadriedplums.org
CDPB (916) 565-6232
The
California
Dried
Plum News is published
PMC
(916)
565-6235
by FAX
the California
Dried Plum Board (CDPB)
(916) 565-6237
& the
Prune
Marketing Committee (PMC)
E-mail:
[email protected]
Website:
www.californiadriedplums.org
Jon
Lavy, Chairman,
CDPB
Tim
Smith,
Chairman,
PMCNews is published
The California Dried Plum
Donn
Zea,
Executive
Director,
CDPB
& PMC
by the
California
Dried
Plum Board
(CDPB)
& the Prune Marketing Committee (PMC)
Jon Lavy, Chairman, CDPB
Tim Smith, Chairman, PMC
Donn Zea, Executive Director, CDPB & PMC
2010/11 MARKETING YEAR
CALIFORNIA
DRIED
PLUM
NEWS
CALIFORNIA
DRIED
PLUM
BOARD
DISTRICT/
AFFILIATION
PAGE 6
PRUNE MARKETING COMMITTEE
Dried
plums
can extend
Donation
FLOATING
ALTERNATES
MEMBERSsites.
.
2010/11
MARKETING
YEAR ALTERNATES
the
shelf
life
of
the
three
PRODUCERS
PRODUCERS
.
primary sandwich comChina
DRIED
PLUM BOARD
MARKETING
COMMITTEE
1 CALIFORNIA
Vern Vereschagin
KeithPRUNE
Larrabee
Vern Vereschagin
ponents: bread, protein
2
Sukhraj Pamma
Keith Larrabee
Sukhraj Pamma
Gurnam Pamma
DISTRICT/
and Jim
toppings
(sauce,
A nutrition seminar featuring
Dr. Maoshing Ni, a
3 AFFILIATION
Neill Mitchell
Edwards
Neill Mitchell
Gene Bains
MEMBERS condiments,
FLOATING
ALTERNATES
MEMBERS
ALTERNATES
.
produce,
California
Doctor
of
Chinese
Medicine, was held
4
Ken Lindauer
Dan Bozzo
Ken Lindauer (b)
Dilys Wohletz
PRODUCERS
PRODUCERS
cheese,
etc).Pamma
Most of
in October
Nutrition Society. . A
5
Jon Lavy (a) (c)
Gurnam
Jon
Lavy (c) with the Shanghai
Dan Bozzo
these
components
are
bakery
promotion
was Brien
conducted
in Shanghai to
VernSingh
Vereschagin
Keith
Larrabee
Vern Vereschagin
6 1
Ranvir
(c)
Jim Demetriff
Ranvir
Singh
(c)
Smith
in a food
familiarize
bakers, chefsLucille
andGurnam
journalists
Sukhraj
Pammamanufactured
Keith Larrabee
Sukhraj
Pamma
Pamma with the
7 2
Todd
Mendonca
Todd
Mendonca
Demetriff
final
assembly
3
Neill Mitchell plant with
Jim
Edwards
Neill
Mitchell
Gene
Bains
use
of
California
prunes
as
an
ingredient.
Over 50
At Large
Richard Conte
Richard Conte
Jim Edwards
4
Ken Lindauer by a foodservice
Dan BozzooperaKen Lindauer
Dilys Wohletz
magazine
and (b)
newspaper articles
were generated
Co-op
BobJon
Amarel,
Bob
Jr.(c) media campaign.
Phil Filter
5
Lavy Jr.
(a) (c) tor or consumer.
Gurnam Pamma
Jon Lavy
Dan Bozzo
by Amarel,
the
Board’s
In-store sampling
Co-op
Brendon
MaryJim
McGowan
Brendon
Flynn
Vacant
6
RanvirFlynn
Singh (c)
Demetriff
Ranvir
Singh
(c)
Brien
Smith
promotions were conducted in Beijing,
Shanghai,
TradeBob
Ad
Co-op
Kolberg
Phil Filter
Bob
Kolberg
Johnto
Rehermann
7
Todd
MendoncaCalifornia
Todd Mendonca
Lucille
Demetriff
Dried Plums’
Guangzhou
and Shenzhen
introduce
consumers
Co-op
Tim Smith
(c) communicated
John Rehermann
Tim Smith (a) (c)
Mary McGowan
ingredient
were
through trade
to California
prunes. Pregnant
At Large benefits
Richard
Conte
JimSalons
Edwardswere held in
Co-op
Gary
ThiaraConte
(b) (c)
Gary Richard
Thiara (c)
Dave Loquaci
advertising in Food Product Design and Culinology,
Beijing and Guangzhou to
educate expectant mothers
Co-op
Joe Turkovich
Joe Turkovich
Paul Paulin
Co-op
Amarel,exhibiting
Jr.
Bobthe
Amarel,
Jr. of eating
Phil Filter prunes.
trade
publicity Bob
releases,
at the Institute of
about
benefits
California
Co-op
Brendon
Flynn
Mary
McGowan
Brendon
Flynn
Vacant
PROCESSORS
.
Food Technologists PROCESSORS
convention and Research Chefs
Co-op
Bob Kolberg
Phil Filter
Bob Kolberg
John Rehermann
Association
convention
and
the
Board’s
website.
India
Co-op
Mark Dalrymple
Steve Harris
Mark Dalrymple
Bruce Norton
MEMBERS
Co-op
Tim Smith (c)
John Rehermann
Tim Smith (a) (c)
Mary McGowan
Co-op
Arthur
Driscoll
Ana Klein
ArthurGary
Driscoll
(c) (c)
HaroldDave
Upton
Co-op
Gary
Thiara(c)
(b) (c)
Thiara
Loquaci
A
reverse
trade
mission
brought
four dried fruit and
Co-op
Dane
Lance
Harold
Upton
Dane
Lance
Steve
Harris
Co-op
Joe Turkovich
Joe Turkovich
Paul Paulin
nut Soetaert
importers to California
inGreene
August and September
Independent Jaswant Bains
Joe Serger
Don
Alan
.
The
California
DriedPROCESSORS
Plum Alan Greene
Independent
Don Soetaert
George
Jr. (c)about the
Mark Mariani
2006 Sousa,
to PROCESSORS
learn
Independent
George Sousa,
Jr. (c)
Mark Mariani
John
Taylor
Kent
Mannee
(c)
Board
was
granted
the
equivaproduct
and our industry. Bruce Norton
Co-op
Mark Dalrymple
Steve Harris
Mark Dalrymple
Independent
Richard
Wilbur
David Mazzola (d)
Richard
Wilbur IIIHandbook on
David Mazzola (d)
lent
of
$2.8
million
in
Market
A
Doctors’
Co-op
Arthur Driscoll (c)
Ana Klein
Arthur Driscoll (c)
Harold Upton
Access
(MAP)
support
Prunes
was
PUBLIC
PUBLIC
MEMBER to Steve Harris
.
Co-op Program
Dane
LanceMEMBER
Harold Upton
Dane
Lancedeveloped
by
USDA’s
Agricultural
incorporate
all scientific
Karen
Berke Foreign
Shirley
Karen
Berke
ShirleyAlan
Humphrey
Independent
Jaswant
Bains
JoeHumphrey
Serger
Don
Soetaert
Greene
Service
in 2006/07.
Due to
studies
on health
and nutri- Mark Mariani
Don Chairman,
Soetaert
Alan
Greene Member, (d) replaced
George
(a)Independent
Chairman, (b) Vice
(c) Executive
Committee
ChrisSousa,
SteggallJr. (c)
theIndependent
inroads made
by Sousa,
Chile Jr.
and
tion.John
Exhibits
George
(c)
Mark Mariani
Taylor at high profile Kent Mannee (c)
Argentina
during
California’s
trade
shows
andIIIconsumer David Mazzola (d)
Independent
Richard
Wilbur
David Mazzola (d)
Richard
Wilbur
INTERNATIONAL MARKETING
inventory shortages, promofood shows have increased
PUBLIC MEMBER
PUBLIC MEMBER
.
tional activities were focused on the benefits of
awareness of the benefits of
Karen Berke
Shirley Humphrey
Karen Berke
Shirley Humphrey
buying California prunes rather than prunes from
buying California prunes.
(a) Chairman,
(d) replaced Chris
Steggallhave
other
origins. (b) Vice Chairman, (c) Executive Committee Member, Nutrition
seminars
also been held to tout the
Japan