Annual Report February 2011

CALIFORNIA DRIED PLUM NEWS
Annual Report
No. 157
No. 175
February 2008
February
2011
This Annual Report was developed in accordance with
This
Annual Report was developed in accorthe Agricultural Marketing Act of 1937 to provide you with
dancewiththe AgriculturalMarketingActof1937
a summary of California Dried Plum Board activities for the
toprovideyouwithasummaryofCaliforniaDried
2009/10 marketing year. Special recognition should go to the
Plum Board activities for the 2006/07 marketing
members and alternates of the Board and Committees shown on
year.Specialrecognitionshouldgotothemembers
page 8 and the various subcommittees who have devoted many
and alternates of the Board and Committee shown
hours to California prune industry matters during the course of
onpage8andthevarioussubcommitteeswhohave
the year. devoted many hours to California prune industry
mattersduringthecourseoftheyear.
PRODUCTION AND SUPPLY
PRODUCTION AND SUPPLY
Prune Acreage
Prune
Acreage
100
90
86
86
90 86
83
8080 83
74
74
72Bearing
B
i 70
7070
67
6060
5050
4040
Non-Bearing
26
3030
22
Non-Bearing15
20
20
11
9
10 11
10
0
9
8
7
7
0
'98
'99
'00
'01
'02
Bearing
70
65
'04
62
7
'05
65
61
61
8
8
7
7
65
67
65
8
'03
4
'06
5
5
'07
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Prunetreesales,reportedbynurseries,increasedby
60%to431,719treesin2007.Theprojectionfor
Sources: CASS thru 2007, Handlers 2008 on
2008saleswas445,000trees,whichwouldreprePrune tree sales reported by nurseries decreased
senta3%increaseandthehighestsalestotalsince
by 5% to 308,000 trees in 2010. The projection for
1997.
2011 is 285,000 trees which would represent an 8%
Prune Tree Sales
decrease.
Trees
(000)
Trees (000)
215
101
90
160
71
70
120
Prune Tree Sales
450
445
450
432
432
400
400350
325
320
3 0
384
300
297
315
350300
324
230
270 308
315
300250
285
297
200
270
250
230
150
173 162
200100
173
162
150 50
0
100
'98 '99
'00 '01 '02 '03 '04 '05 '06 '07 '08
Projected
0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Projected
189
175
172
10364
142
85
86
168
69
34
48
30
40
'98
52
80
93
50
80
'99
'00
'01
26
'02
'03
2.0
2.4
1.6
2.2
2.3
2003
2004
2007
Average2005
Bearing2006
Acre Yield
2002
22
'04
'05
'06
.7
1.4
2.8
2008
'07
1.2
Projected 2010
2009
2009
production
28%
to
The
2006prune
carry-in
of 22,140increased
tons was by
15%
lower
166,114
tons with the bearing acre yield increasing
thanthe2005carry-inof25,931tonsand74%lower
from
2.1 to 2.7 dried tons per acre. The
thanthereported86,075ton2007car
ry-in.2010 crop
is projected by packers to reach about 125,000 tons,
Inventory
which wouldCarry-In
be a 25% year-to-year
decline, and 5%
Tons (000)
lower than the previous 5-year average of 131,900
130
tons. 126
101
110
Total Production & Yield
90
70 (000)
Tons
50
200
30
71
65
60
168
160
10
'98142 '99
120
500500
50
130
Tons (000)
10 1.2
2001
72
Carry-In Inventory
Total Production & Yield
Tons (000)
110
200
A California prune processor survey showed
bearing
prune acreage unchanged at 61,000 acres in
Bearingpruneacreageremainedunchangedat65,000
2010. Non-bearing
acreage wasacreage
unchanged
at 5,000
acres in 2007. Non-bearing
remained
at
7,500acresin2006.
acres.
Acres (000)
Acres
(000)
Acres
(000)
100
2006pruneproductionincreasedby102%to188,804
The 2010 inventory carry-in of 84,856 tons was
62%
higher than the 2009 carry-in of 52,364 tons and
tonsasthebearingacreyielddoubledto2.8dried
more
than double the desired inventory level based
tonstotheacre.The2007cropisprojectedbypackupon
a 12-week shipment average. erstoonlyreachabout80,000tonswhichwouldbe
41%belowthe5-yearaverageof134,748.
69
64
189
D
Desired
i d
175
'00
86
'01
'02
'03
Carry in
C
i
80
93
26
'04
22
166
'05
'06
'07
130
Desired
D
i d
125
83
When combined 48
with 2006 production of 188,804
40
tons,thetotalsupplywas210,944tons,whichwas
2001larger
2002 than
2003 the
2004 2005
2005 supply.
2006 2007 The
2008 projected
2009 2010
77%
1.6
2.2
2.3
.7
1.4
2.8
1.3
21%decreasefrom2006.
Average Bearing Acre Yield
2.1
2.7
2.0
Projected
Combining the carry-in with 2009 production
of 166,114 tons, the total supply was 218,478 tons,
which was 33% higher than the 2008 supply. The
projected 2010 supply of 209,856 tons would
represent a 4% decrease from 2009.
CALIFORNIA DRIED PLUM NEWS
Tons (000)
Tons (000)
310
310
290
Natural
Supply
NaturalCondition
Condition Supply
tons were 30% higher than 2005 shipments which
SHIPMENTS
had
been abnormally low due to inventory limitations.Domesticshipmentsincreasedby10%while
Total 2009 shipments of 132,458 processed
exports increasedby 59%. Exports as a percent of
condition tons were 12% higher than 2008 shipments. totalshipmentsreboundedbyover9pointstoamore
Domestic shipments increased by 13% while exports
typical49.7%.
increased
Total
Shiby 11%. Domestic and export shipments
for the first quarter
the 2010 marketing year
Total of
Shipments
Tons (000)
have
increased by over 30% despite the economic
200
Total
178
recession
in the
173U.S. and major export markets and
180
167
173
continuing
low-priced South American
competition.
160
268
8
290
270
250
270
230 226
250
210236
230
190 226
210
170
190
150
170
130
150
110
130
PAGE 2
'98
236
239
226
225 239
211
218
211
169
116
'99
'00
'01
116
110
2001
'02119 '03
210
166
119
164
'04
'05
'06
'07
$
$
1325
1,525
1225
1,425
1470
1390
1125
1,325
1025
1,225
925725
825
'98
98
'98
726
99
725
2001
861
810
775 726
'99
810
16
165
2002
'00
'01
203772 135
2003
'02
'03
'04
'05
'06
16
168
47
93
18
185
2004
2005
2006
Salable
Production
47
168
2007
2008
189
93
2009
130
135
162
The
average
return per bearing acre83increased166
by
89%duetothedoublingoftheyieldperacre.
The average return per bearing acre increased by
vera
Returns
5%Average
acre due /to Bearing
the increaseAcre
in yield
$ to $3,327 per
3906
$ acre. The average return per bearing acre for
per3800
the3500
2004-2009 crop years of $2,574 was 67% higher
3200
2900 the previous 6-year average of $1,536.
than
90
81173
77
88
67
155
'99
99
95
87
86
46
'00
00
'01
01
63
69
49
'02
02 137'03
03
68
43
144
'04
04
'05
05
'06
06 132
Shipments
2002 2003 2004– Whole
2005
2008 2009
Shipments
- Whole
W2006 &2007Pitted
& Pitted
2001
Tons ((000))
200
Prune
178
180
Total
imports
into the U.S. decreased by 64%
173
167
to
1,143
tons
in
2009
and have173decreased by an
160
163
137
155
additional
140 Pitted 77% through the first five months of the
113
112
120
110tons. These
2010
marketing
year98to only
totals
104
101
1 235
95 106
100
88
do not include prunes in brine. Virtually all imported
80
68
67
69
66 have come from Chile and
63
prunes
Iran.
60
49
772
162
92
106
118
Shipmentsofpittedprunesincreasedby30%versus
106
Domestic
100 90
95
year ago while
prunes increased
by 28%.
88 86 whole
78
80
Pittedprunesaccountedforover74%ofexportsand
69
87
63
71
63
77
67
68
54%ofdomesticshipments.
60
66
49
61
55
46
43
40 Export
1226
764
E
Export
t
120
1496
1450
76
Total
140
1395
1500
Total Shipments
87
82
167
40
1470
1,625
1425
1,025825
60
160
Average Grower Returns/Ton
1500
1525
1,125925
180
80
137
155
Domestic
120
Tons (000)
96
100
2002
2003
2004
2005
2006
2007
2008
2009
2010
Theaveragegrowerreturnpertondecreasedby5%
Projected
to$1,395pertonfor2006accordingtotheCalifornia
The average grower return per ton as reported by
AgriculturalStatisticsService.Theaveragepricefor
CASS
decreased by 18% to $1,226 per ton for 2009. the2004–2006cropyearswas84%higherthanthe
The
average price for the 2004-2009 crop years of
previous5-yearaverageof$789.
$1,422 was 80% higher than the previous 6-year
vera
average
of $790. Grower Returns/Ton
Average
1625
163
140
Projected
130
40
20
59
Whole
'98
Tons
'99
60
54
4
38
28
U.S.
Prune
Imports
'00
'01
'02
2
'03
'04
'05
'06
Salable Production
2600
2300
2000
Average Returns / Bearing 2064
Acre
$
1700
1860
1722
1100
3,500
800 917
3,200
2,900 '98
'99
2,600 1.2
2.0
2,300
2,000
1782
1,700
1,400
1162
1,100
1047 3327
3172
'00
'01
'02
'03
'04
'05
'06
2.4
1.6
2.2
2.3
.7
1.4
2.8
2064
Salable Yield
1776
SHIPMENTS
1945
1047
800
Total2006shipmentsof136,876processedcondition
2001
2002
2003
2004
2005
1.6
2.2
2.3
.7
1.4
2006
Salable Yield
2.8
2007
2008
2009
1.3
2.1
2.7
U.S. Prune Imports
10000
1,000 508
9000
0
8000
3892
1776
1162
U. 4,000
S. PRUNE IMPORTS
3,000
Tons
2,000
1782
1400
3,800
10,000
TheincreasingavailabilityofCaliforniaprunesledto
9,000
8,808
a76%dropinUSpruneimports(excludingprunes
8,000
in7,000
brine) last year to 1,260.0 tons. For the first four
monthsthisyearimportsdroppedanadditional97%
6,000
5,150
5,000
to35.3tons.
7000
6000
5000
4000
3000
2000
1000
2001
203
2002
8,807.8 1,260
32
2003
2004
2005
2006
3,196
1,143
411
2007
2008
5,149.8
2009
Imports of unfermented prune juice (including
prune concentrate converted to single strength juice)
declined by 18% in 2009 to 19,973 KL1,260.0
(the equivalent
507.8
of about
7,108
tons
of
N.C.
prunes). For35.3the first
257.5 268.3
203.0
03 0 31.9
31 9
0
five months this year 9,980 KL (about 3,552 tons)
1999 2000 2001 2002 2003 2004 2005 2006 2007
have been imported, an increase of 12%. Virtually
all imports have been from Chile and France.
4 Months
Virtually all imports have been from Chile and
The California Dried Plum Peak Performance Pl
CALIFORNIA
DRIED
PLUM
NEWS
PAGE 3
France.have been from Chile and
featuredNatalie
Coughlinasspokesperson.Nata
all imports
The California
Dried Plum Peak
Performance Plan
won11 medalsintheBeijingandAthensOlympi
featuredNatalie
Coughlinasspokesperson.Natalie
Prune Juice
entiated
benefits and encourage large-scale
ImportsU.ofS.unfermented
pruneImports
juice (including
andwillcompeteintheLondonOlympicsin201
(
)
Olympics
and
will
compete in the London Olympics
U.S. Prune
Juice
Imports
acceptanceofCaliforniadriedplums.
won11 medalsintheBeijingandAthensOlympics
SheisaCalifornianative,passionateaboutcooki
(Unfermented)
KL
in
2012. She
is
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California
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 Research:Marketresearchfor
increasedby31%lastyearto25,928kiloliters(the
andwillcompeteintheLondonOlympicsin2012.
(Unfermented)
KL
andnutritionandafanofCaliforniaDriedPlums.
cookingmeasurement;productionresearchto
and nutrition and a fan of California Dried
equivalentofabout9,260shorttonsofN.C.prunes).
SheisaCalifornianative,passionateaboutcooking
30000
26,005
25,928 10,176.6 KL (about
For the first four months this year
Plums. improve grower efficiency; nutrition
26,005
24,659
24,276 andnutritionandafanofCaliforniaDriedPlums.
25,928
Natalie was featured in a satellite media to
researchtoidentifypositioningopportunities
3,635shorttons)hasbeenimported(primarilyfrom
25000
24,659 26,005
24,276
20000
andvaluemessages.
Chile),anincreaseof19%
25,928
highlighting
her healthy
lifestyle
andtour
dried plu
Natalie
was featured
in a satellite
media
19,973
19,763
20000
24,659
24,276

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Protecttheinterestsofthe
Natalie
was
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19,973
19,763
cookingher
tips.
Television
highlighting
healthy
lifestyle and
and radio
dried stations
plum acro
15000
Californiapruneindustryglobally.
U.S. Prune Juice Imports
highlighting
her
healthy
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and
dried
plum
15000
thetips. U.S.Television
interviewed
forstations
their news
cooking
andher
radio
acrossprogram
19,763
n ermente
 Issues Management:Protectthehealthof (Unfermented)19,973
10000
cooking
tips.
Television
and
radio
stations
across
the
U.S.
interviewed
her
for
their
news
programs. A
Atheindustry.
radio commercial featuring Natalie was al
KL
7,716
10000
7,716
radio
commercial
featuring
Natalie
was
also released
the
U.S.
interviewed
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for
their
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released
to
the
four
major
networks.
A full-col
6,705
5000
30000
4,756
6,705
5000
tocommercial
thefull-page
four majornewspaper
networks. A
full-color,
full-page
feature
highlighted
A radioThemostcriticalissuesfacingtheCaliforniaprune/
featuring
Natalie
was
also Natali
25,928.0
4,756
7,716
24 658 5
24,658.5
0
25000
newspaper
feature
highlighted
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dried
plum
industry
the next A
fivefull-color,
years plum
were
driedplumrecipesandcookingtips.
releaseddried
to the
four
majorover
networks.
0 2001
6,705
2002
2003
2004
2005
2006
2007
2008
2009
19,762.8
recipes
and
cooking
tips.
identified
as:
200002001 2002 2003 2004 2005 2006 2007 2008 2009full-page
newspaper feature highlighted Natalie's
 Shrinkingdemand
A New York City media
15000
driedplumrecipesandcookingtips.
2002
2003
2004
2005
2006
2007
2008
2009
Aevent
Competitionfromexports
New
York
Cityheld
mediain
event
was held in January
10,176.6
,
was
January
DOMESTIC
MARKETING
DOMESTIC
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10000
7,715.5

Increasedproductioncosts
6,704.5
2010 2010
teaming
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teaming
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Difficulty
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2,092.9
PUBLIC
, RELATIONS
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with York
Leslie
Leslie
Bonce,
event was
held in Dietitian,
January Registered
0
TIC MARKETING
Registered
Dietitian,
Pittsburgh
Thepublicrelationsgoalsfor2009/10wereto:
The 1999
public
DOMESTIC
MARKETING
2000relations
2001 2002goals
2003 for
20042009/10
2005 2006were
2007 to:
2010 teaming
Natalie
with Steelers'
Pittsburgh
Steelers’
Nutrition Advisor and author
RELATIONS
of California
DriedDried
Plums Leslie
as
Bonce,
Registered
Nutrition
Advisor
and
•● drive
driveawareness
awareness
of California
Plums
Public
of Relations
a new book on sports
aasaSensationalSuperfruitandto
Sensational
Superfruit and to
STRATEGIC
PLAN
author
of a new Steelers'
book on
Dietitian,
Pittsburgh
ublicrelationsgoalsfor2009/10wereto:
nutrition. Top-tier lifestyle
● maximize media attention and stimulate
sports
nutrition. TopThepublicrelationsfocusintheU.S.continuedtobe
Nutrition Advisor
and author
• maximize media attention and stimulate
journalists
learned peak
The California
Dried Plum
Board
completed a
demand. ive awareness
of
California
Dried
Plums
onpositioningdriedplumsasthe#1fruitfordigestier lifestyle
journalists
demand.
of
a
new
book
on
sports
ComprehensiveIndustryStrategicPlan(CISP)about
performance
tips
and fiber,
theantioxidants
Leslie Bonci
tive
health
to their
sorbitol,
aSensationalSuperfruitandto
learned
peakdue
performance
This was achieved by
nutrition.
Top-tier
lifestyle
18monthsagothroughthefacilitationofMs.Mary
benefits
of
California
Dried
This
positioning
extends beyond
This
was star
achieved
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and
the benefits
of
leveraging
power by and
aximize
media
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and
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Moos
of Gordian
Marketing,
Inc.the
Representatives
journalists
learned
peak
consumers’
traditional
association
of prunes with
Plums.
leveraging
the star
power of California
Dried Plums. of Olympic
Champion
mand.fromallfacetsoftheindustryaswellasCDPBstaff,
laxationtoencompasslifestyleandwell-being.
performance
tips and the
Leslie Bonci
Olympic
swimmer
swimmer Champion
Natalie Coughlin
agencyandconsultantresourcesmetforthreework
Delta
Airlines
benefits ofDelta
California
Dried
This wasNatalieCoughlintodramatize
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ran ran an in-flight video featuri
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dramatize the
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Dried
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leveraging thethe
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and an in-flight video featuringwhy
globalstrategicplanthatwould:
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explaining
whyPlums a
positioning
andof
broaden the
Dried Plums are the essential superfruit in
appeal swimmer
of California
Dried of California
broaden
the appeal
Olympic Champion
 theessentialsuperfruitinhertrainingplan.
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 NatalieCoughlintodramatize
Supportthelong-termhealthoftheindustry
Delta
Airlines
ran an in-flight video featuring
plan. Plums. InDried
addition,
we In her training
digestivehealthamongourtargetaudiences:
California
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 Representareasofcommoninterest
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healthandnutritioninfluencers.
 DriveawarenessthatDriedPlumsarethe
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dnutritioninfluencers.
asthenumberoneresourceforinformation
were
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ondigestivehealth
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in
California
Dried Culinology
Plums'
ingredient
benefitsFoods
were
bulletine-maildistribution,theBoard'swebsiteand
Product
Design,
and
Prepared
offreshplumjuiceinamousecellmodelthrougha
Food
Product
Design,
Culinology
and Prepared
communicated
through
trade Institute
advertising
in the
Food
exhibits
at the trade
American
Meat
magazines,
publicity
releases,show,
electronic
no-costextensionofhispreviousworkontheroleof
Foods
magazines,
trade
publicity
releases,
electronic
Product
Design,
Culinology
and
Prepared
Research
Chefs
Association
conference
and Foods
the
bulletine-maildistribution,theBoard'swebsiteand
driedplumsonmeasurementsofcognitiveandmotor
bulletin
e-mail
distribution,
the
Board’s
website
magazines,
trade
publicity
releases,
electronic
ValueCutSummit.
exhibits at the American Meat Institute show, the
behaviorinagingrats.
bulletine-maildistribution,theBoard'swebsiteand
and
exhibitsChefs
at the Association
American Meat
Instituteand
show,
Research
conference
the
exhibits
at
the
American
Meat
Institute
show,
the
the
Research
Chefs
Association
conference
and
the
ValueCutSummit.
Research
Chefs Association conference and the
Value
Cut Summit.
ValueCutSummit.
PAGE 5
New
projectsconducted
approved by
the
in 2006/07
Research
atUniversity
theBoard
University
of
were:
Research conducted
at the
of ArkansasArkansas-Fayetteville Food Science Department,
Fayetteville
Food
demonstrated
that
the at the University of
Research
conducted
Science
Department,

Satiety,weightmanagementanda
addition
of
dried
plum
Arkansas-Fayetteville Food Science Department,
demonstrated
that
the
healthful
diet
Mark Kern,
PhD, RD,
Research
mixtures
can beconducted
a –good
demonstrated
that
the at the University of
SanDiegoStateUniversity
addition
of dried
plumFood Science Department,
Arkansas-Fayetteville
substitute
addition
offor
dried the
plum

Shortandmid-termeffectsonsatiety
mixtures
can
be
athe
demonstrated
that
phosphatescurrentlybeing
mixtures
can be a good
innormalweightindividuals–Antonis
good
substitute
for the
addition
of dried
plum
usedinpoultryprocessing.
substitute
for
the
Zampelas,PhD,UniversityofAthens,
mixtures
can currently
be (dried
a good
phosphates
All
plum
products
phosphatescurrentlybeing
Greece
substitute
being
used dried
in for
poultry
plum
prunethe
usedinpoultryprocessing.
 fiber,
Treatmentofadultswithconstipation–
phosphatescurrentlybeing
processing. All
powder,
plum
juiceplum
conAll plum
products
(dried
SatishRao,MD,PhD,UniversityofIowa
usedinpoultryprocessing.
products
(dried
plum centrate,
or a 1:1
mixprune
of
plum fiber,
dried
All
plum
products
(dried
fiber, dried prune
plum
fiber
and
prune
TheCDPBalsosupportedNutritionAdvisoryPanel
powder, plum juice conplum
fiber,
dried
prune
powder,
plum
powder)
produced
more
chicken
member,
Dan
Gallaher,
PhD,
who
spoke breast
at the
centrate,
or ajuice
1:1aconmix
oftender
powder,
plum
juice
conInternational
Symposium
on
Human
Health
Effects
centrate,
or
a
1:1
mix
of
plum
fiber
and
prune
powder)
fillet
than
did
the
traditional
phosphate
mixture.
plum fiber and prune
centrate,
a 1:1
of tender
ofFruitsandVegetables.
Consumers
found
nomix
difference
in the
treatments
produced
more
tender
chicken
breast
fillet
thanbreast
did
powder)aor
produced
a
more
chicken
plum
fiber
and
prune
whencomparedtothephosphatecontrol.
the
traditional
phosphate
mixture.phosphate
Consumersmixture.
found
fillet
than did
the traditional
produced
a more
tender
chicken
Industrial
Program
Consumers
found
no
difference
in
the treatments
nopowder)
difference
in
the treatments
when
compared
tobreast
the
fillet
than
did
the
traditional
phosphate
mixture.
Theresultsofthisstudyunderscoreresultsfrom
whencomparedtothephosphatecontrol.
phosphate control.
The
2006/07
industry
program
focused
Consumers
found
nomarketing
difference
in the of
treatments
prior
university
research
on the efficacy
dried
dried
plum
benefits
on
naturally
extending
product
whencomparedtothephosphatecontrol.
plumsto
naturallybindmoistureinanimalproteins.
Theresultsofthisstudyunderscoreresultsfrom
The
results of this study underscore results from
shelflifeandshelfstabilityinfoodproductslike:
The
ability
of dried
plums
to
function
in
this
prior
university
research
the
efficacyof
ofdried
dried
prior Theresultsofthisstudyunderscoreresultsfrom
university
research
ononthe
efficacy
mannercanbeattributedtothe
highlevelsoffiber
plumsto
naturallybindmoistureinanimalproteins.
plums
naturally
bind moisture
in efficacy
animal proteins.  to
Processedfreshmeatandpoultryproducts
prior
university
research
on the
andsorbitolthatnaturallyoccurinthe
fruit. of
The
ability
of
dried
plums
to
indried
this
The
of dried plums to functionfunction
in this manner
ability
Precookedmeatandpoultryproducts
plumsto
naturallybindmoistureinanimalproteins.
mannercanbeattributedtothe
highlevelsoffiber
beability
Fresh/frozenprepareddinnersandentrees
can
attributed
to the
high levels
of fiberinand
The
of dried
plums
to function
this
INTERNATIONAL
MARKETING
andsorbitolthatnaturallyoccurinthe
fruit.

Bakedgoods(freshandfrozen)
sorbitol
that naturally occur in the highlevelsoffiber
fruit.
mannercanbeattributedtothe
 Selectedbakedandextrudedsnacks.
TheCaliforniaDriedPlumBoardwasgrantedthe
andsorbitolthatnaturallyoccurinthe
fruit.
INTERNATIONAL
MARKETING
equivalentof$3.6 millioninMarketAccessProgram
INTERNATIONAL MARKETING
Programobjectiveswereto:
(MAP)
and Emerging Markets
Program (EMP)
TheCaliforniaDriedPlumBoardwasgrantedthe
INTERNATIONAL
MARKETING
support
USDA’sDried
Foreign
Agricultural
in
equivalentof$3.6
Theby
California
Plum
Board was Service
granted the
millioninMarketAccessProgram
TheCaliforniaDriedPlumBoardwasgrantedthe

Increaseawarenessofdriedplumsasafood
2009/10.
equivalent
of $3.6
million inMarkets
Market Access
Program
(MAP) and
Emerging
Program
(EMP)
ingredient
equivalentof$3.6
millioninMarketAccessProgram
support
by USDA’s
Foreign
Agricultural
(MAP)
and
Emerging
Markets
ProgramService
(EMP)in
 Demonstratedriedplums’ingredient
(MAP)
and Emerging Markets Program (EMP)
TheMAPprogramagainincludedbrandfunding
2009/10.
support
by USDA’s Foreign Agricultural Service in
effectivenessinextendingproductshelflife
support
by USDA’s
Foreign
Agricultural
Service
in
established
Western
European
markets
within
2009/10. andshelfstability
2009/10.
participatingpackerscontributingatleast50%ofthe
TheMAPprogramagainincludedbrandfunding
cost
Achieveadoptionofdriedplumsinexisting
total
of advertising
and promotion
for their
in
established
Western
markets
with
The
MAP program
againEuropean
included brand
funding
andnewproducts.
TheMAPprogramagainincludedbrandfunding
brands.
participatingpackerscontributingatleast50%ofthe
inin
established
Western
markets
with
established
WesternEuropean
European
markets
with
total
cost
of
advertising
and
promotion
for
their
Strategiesemployedwereto:
participating
packers
contributing
at
least
50%
of
participatingpackerscontributingatleast50%ofthe
Japan
Genericspottelevisionadvertisingusing
brands.
the
total
cost
of
advertising
and
promotion
for
their
total
cost
of of
advertising and promotion for their
the
Piece
"A Communicatedriedplumproductfeatures
brands.
brands.
Moisture"
Japan
- Genericspottelevisionadvertisingusing
and benefits
to the industrial and
commercial
andof
the "A
Piece
foodservicechannels
Japan- -Generic
Genericspottelevisionadvertisingusing
Moisture"
publicitygenerated
Japan
Useexistingandnewevidenceasproofof the
"A
Piece
of
spot
television
retail
prune
sales
commercial
and
driedplums’performance
Moisture"
advertising
using
increases
and led
publicitygenerated
 Supportdriedplumhandlerindustrialsales
commercial
and
the
“A
Piece
to
Japanandmarketingactivitiesthroughthe
regaining
retail
prune
sales
its
position
as
theled
ofpublicitygenerated
Moisture”
useofaconsultingchef
increases
and
retail
prune
sales
#1
market.
commercial
and
toexport
Japan
regaining
increases
and
led
The
program’s
shifted
to sandwiches
Television
Commercial
POS
materials
publicity
generated
its position
as focus
the was
to
Japan
regaining
whicharethenumber1dinnerandbreakfastentrée.
supported
in-store
promotions in both supermarkets #1 export
market.
retail
prune
sales
its
position
as
the
Television Commercial
POS andmaterials
increases
led to
#1
export
market.
supported in-store promotions in both supermarkets
Television Commercial
POS
materials
CALIFORNIA DRIED PLUM NEWS
Dried plums can extend
Japan regaining its position theshelflifeofthethree
as the #1 export market. and drug stores. School lunch seminars educated
POS materials supported in-store
promotions in comboth
primary
nutritionists about preparing
prunesandwich
recipes and the
supermarkets
and drug
stores. School
lunch
seminars
ponents:
bread,
protein
and
School
lunch
educated
nutritionalattributesofCaliforniaprunes.
anddrug
drugstores.
stores.
School
lunchseminars
seminars
educated
and
toppings
(sauce,
educated
nutritionists
about
preparing
prune
recipes
nutritionists
nutritionistsabout
aboutpreparing
preparing prune
prunerecipes
recipesand
andthe
the
condiments,
produce,
and
the
nutritional
attributes
of
California
prunes.
nutritionalattributesofCaliforniaprunes.
China - Nutritionseminarsandpregnantwomen
nutritionalattributesofCaliforniaprunes.
cheese, etc). Most of
salons educated consumers about the benefits of
these
components
are
China
- -Nutritionseminarsandpregnantwomen
eating
China
- Nutrition
seminars
andand
pregnant
women
California
prunes.
manufactured
Chef
baker
seminars
China
Nutritionseminarsandpregnantwomen
in
a
food
salons
educated
consumers
about
benefits
salons
educated
about
thethe
benefits
ofof
emphasized
the consumers
quality
and
versatility
of
California
salons
educated
consumers
about
the
benefits
of
plant
with
final
assembly
eating
California
prunes.
Chef
and
baker
seminars
eating
California
prunes. Chef
and
baker
seminars
prunesandretailbakerypromotionsshowcasednew
eating California prunes.by
Chef
and bakeroperaseminars
a foodservice
emphasized
quality
versatility
of
California
emphasized
thethe
quality
and
versatility
of
California
prune
bakery
products.
and
Trade
seminars
and
emphasized
the
quality
and
versatility
of
California
tororconsumer. shows
prunesandretailbakerypromotionsshowcasednew
prunes
and
retail
bakery
promotions
showcased
resulted
in new brands of California
prunes new
being
prunesandretailbakerypromotionsshowcasednew
prune
bakery
products.
Trade
seminars
and
shows
Trade
Ad
prune
bakery
products. Trade
seminars
and
shows
introducedatretail.
prune
bakery
products. California
Trade
seminars
and
shows
Dried
Plums’
resulted
in
new
brands
of
California
prunes
being
resulted
in
new
brands
of
California
prunes
being
resulted
new brands
of California prunes
ingredientinbenefits
were communicated
throughbeing
trade
introducedatretail.
India
Television
advertisinginFoodProductDesignandCulinology,
introducedatretail.
introduced
at retail.
advertising, advertorials
tradepublicityreleases,exhibitingattheInstituteof
India
- Television
and
in-store
India
Television
FoodTechnologistsconventionandResearchChefs
India
- - promotions
Television
advertising,
advertorials
AssociationconventionandtheBoard’swebsite.
increased
awareness
of
advertising,
advertorials
advertising,
advertorials
and
in-store
promotions
California
prunes
in
India.
and
in-store
promotions
and
in-storeawareness
promotions
increased
of
INTERNATIONAL
MARKETING
A
new generic
sample
increased
awareness
of
increased
awareness
of
California
prunes
in
India.
packwasdevelopedforan
California prunes in India.
California
prunes
inDried
India. A
The
California
Plum
A
generic
sample
on-pack
with
A new
newpromotion
generic
sample
new
generic
sample
pack
was
Board
was
granted
the
equivapackwasdevelopedforan
Kellogg's
Muesli that
packwasdevelopedforan
developed
for
an on-pack
lent
of
$2.8
million
Market
on-pack
promotion
with
increased
userintrial
on-pack new
promotion
with
AccessProgram(MAP)support
promotion
with
Kellogg’s
Kellogg's
Muesli
that
and
retail
sales
of
Kellogg's
Muesli
that New Sample Pack
byUSDA’sForeignAgricultural
Muesli
that new
increased
new
increased
user
trial
Californiaprunes.
increased
new
user
trial
Service
2006/07.
Due
to
user
trialin
and
retail
sales
of
and
retail
sales
of
and
retail
sales
of
New
NewSample
SamplePack
Pack
the
inroads
made
by
Chile
and
California
prunes.
Californiaprunes.
United
Kingdom
The
Board
worked
closely
Californiaprunes.
Argentina during California’s
with
health-oriented
specialty
retailers
to
tailor
ininventory
shortages,
promoUnited
Kingdom
The
Board
worked
closely
tional
United
Kingdom
The
Board
worked
closely
store
promotions
to-focused
their
stores
and
customers.
United
Kingdom
- The
Board
worked
closely
activities
were
on
the
benefits
of
with
health-oriented
specialty
retailers
to
tailor
with
health-oriented
specialty
retailers
to
tailor
in-inSamplingandnutritionmaterialsweredistributedat
with
health-oriented
specialty
retailers
to
tailor
inbuying California prunes rather than prunes from
store
promotions
to
their
stores
and
customers.
female-oriented
events
like
Sports
Relief,
Taste of
store
promotions
their
stores
and
customers.
store
promotions
to to
their
stores
and
customers. otherorigins.
Samplingandnutritionmaterialsweredistributedat
London,
National
Childbirth
England
Samplingandnutritionmaterialsweredistributedat
Sampling
and
nutrition
materialsTrust
wereand
distributed
female-oriented
events
like
Sports
Relief,
Netball(theUK'smostpopularwomen'ssport).
female-oriented events
events like
Taste
of
Japan
at
female-oriented
like Sports
Sports Relief,
Relief,Taste
Tasteof
London,
National
Childbirth
Trust
and
England
London,
National
Childbirth
Trust
and
England
of London, National Childbirth Trust and England
Netball(theUK'smostpopularwomen'ssport).
Spot
television
adverItaly
Generic
promoted
California
Netball(theUK'smostpopularwomen'ssport).
Netball
(the- UK’s
mostactivities
popular
women’s
sport).
tising snack
emphasizing
through
prunes as a healthy and versatile
Italy
- - Generic
activities
promoted
California
the
importance
of
leaflets
andPOSmaterials.Thepopularelectriccar
Italy
Generic
activities
promoted
California
Italy - Generic activities promoted California
prunes
as
a
healthy
and
versatile
snack
through
California
prunes
in
roadshow
sporting
events
continued
to
prunes
as
amajor
healthy
and
versatile
snack
through
prunes
asandPOSmaterials.Thepopularelectriccar
aathealthy
and
versatile
snack
through
the
diet
for
health
and
leaflets
generate
sampling
and
publicity
opportunities.
leaflets
andPOSmaterials.Thepopularelectriccar
leaflets
and at
POS
materials. The
popular
beauty
ran
in electric
Tokyo,
roadshow
major
sporting
events
continued
to
Promotions
and
product
sampling
were
held in
roadshow
at
major
sporting
events
continued
to
car
roadshow
at
major
sporting
events
continued
Osaka
and
Nagoya
generate
sampling
and
publicity
opportunities.
retail
storessampling
and leading
resorts in
Northern
generate
andspa
publicity
opportunities.
toPromotions
generate sampling
and publicity
opportunities. in March
and Aprilin
and
Italy.
Promotions
andproduct
productsampling
samplingwere
wereheld
held in
Television
Commercial
Promotions
and
product
sampling
were
held
in retail
2007.
The
translation
retail
retailstores
storesand
andleading
leadingspa
sparesorts
resortsin
inNorthern
Northern
oftheDoctors’HandbookonPruneswascompleted
stores
and leading spa resorts in Northern Italy.
Italy.
Greece
Italy. - Genericactivitiesemphasizedthesuperior
anddistributiontothetradeandhealthandmedical
quality of California prunes and their nutritional
professionalsbegan.Amini-CaliforniaPruneBook
attributes.TheresultsofaGreeksatietystudywere
Greece- -Genericactivitiesemphasizedthesuperior
- Generic activities emphasized the
Greece
Greece
Genericactivitiesemphasizedthesuperior
was
developed
with
nutrition
facts
and recipes
for
superior
quality
of communications
California
prunes
and
their
quality
of
California
prunes
and
their
nutritional
included
in
health
to
nutritionists
quality
of
California
prunes
and
their
nutritional
consumers. Sampling and literature distribution
nutritional
attributes. The
resultsMenopause
of a Greek Society
satiety
attributes.TheresultsofaGreeksatietystudywere
attributes.TheresultsofaGreeksatietystudywere
were
conducted
at The Japan
included
health
communications
to
study
were in
included
in
health Red
communications
to
included
in
health
communications
tonutritionists
nutritionists
Conference
and
Yokohama
Cross
Blood
nutritionists and scientific opinion leaders. Ms. Eleni
PAGE 6
Donationsites.
Petroulaki, gym owner and
andscientificopinionleaders.
media celebrity, again served as
China
Ms. Eleni Petroulaki, gym
our
brandand
ambassador. andscientificopinionleaders.
owner
media celebrity,
andscientificopinionleaders.
Aagain
nutrition
seminar
featuring
Dr. Maoshing Ni, a
Ms.
Petroulaki,
gym
served
as our
brand
Ms. Eleni
Eleni
Petroulaki,
gym
California
Doctor
of Chinese
ambassador.
Russiaand
The
BoardMedicine, was held
owner
celebrity,
owner
and- media
media
celebrity,
inOctoberwiththeShanghaiNutritionSociety.A
exhibited
at
the
World
Food
again
served
as
our
again served as our brand
brand
bakery
promotion
was
conducted
in Shanghai to
ambassador.
Moscow
and
St.
Petersburg
trade
Russia
The
Board
ambassador.
Eleni Petroulaki
familiarize
bakers,
chefs
and
journalists
with the
shows
and at
heldthe
trade
seminars
exhibited
World
Food
useofCaliforniaprunesasaningredient.
Over 50
Russia
- - buyers
The
toMoscow
educate
prune
about
and
St.
Petersburg
tradeEleni
shows
and held
Russia
The Board
Board
Petroulaki
Eleni
Petroulaki
magazine
and
newspaper
articles
were
generated
exhibited
at
the
World
Food
trade
seminars
tobuying
educate
prune buyers about the
exhibited
at of
the
Worldfrom
Food
the
advantages
bytheBoard’smediacampaign.In-storesampling
Moscow
and
St.
Petersburg
trade
shows
and
advantagesofbuyingfromCalifornia.
Moscow
and
St.
Petersburg
trade
shows
andheld
held
California.
promotions
were
conducted
in
Beijing,
Shanghai,
trade
seminars
to
educate
prune
buyers
about
trade seminars
to educate
buyers
aboutthe
the
Guangzhou
and Shenzhen
to prune
introduce
consumers
advantagesofbuyingfromCalifornia.
European
Union
In
response
to
the
dramatic
advantagesofbuyingfromCalifornia.
European Union - In response to the dramatic
toCaliforniaprunes.PregnantSalonswereheldin
tighteningofofregulations
regulationscontrolling
controllinghealth
healthand
and
BeijingandGuangzhoutoeducateexpectantmothers
tightening
European
Union
- -European
In
response
to
the
dramatic
nutrition
claims
in
the
Union,
the
CPB
European
Union
In
response
to
the
dramatic
about
the benefits
of the
eating
California
prunes.
nutrition
claims
in
European
Union,
the CPB
tightening
of
regulations
controlling
health
responded
by
taking
the
lead
in
a
Global-Based
tightening
of
regulations
controlling
healthand
and
responded
by
taking
the
lead
in
a
Global-Based
nutrition
claims
in
the
European
Union,
the
CPB
Initiative
(GBI)
to
develop
a
process
for
obtaining
nutrition
claims
in
the
European
Union,
the
CPB
India
Initiative
(GBI) to
develop alead
processafor
obtaining
responded
EuropeanFoodSafetyAuthorityapprovalofhealth
respondedby
bytaking
takingthe
the leadin
in aGlobal-Based
Global-Based
European
Food
Safety
Authority
approval
of health
Initiative
(GBI)
to
aainitial
process
for
and
nutrition
claims
with an
MAP
funding
Initiative
(GBI)
todevelop
develop
process
forobtaining
obtaining
Areversetrademissionbroughtfourdriedfruitand
and
nutrition
claims
with
an
initial
MAP
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communications
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product
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have
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emphasize
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TheKingdom
California Dried Plum Board is a recipient of
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The
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Plum
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California
prunes
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The
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recipient
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USDA’s
Foreign
Agricultural
Service.
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for
This
sponsorship
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Agricultural
Service.
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Department
all
its women.
programs
and
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the
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The
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Department
of
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(USDA)
prohibits
pling
at
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televiofopportunities
Agriculture
(USDA)
prohibits
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inin
color,
national
origin,
gender,
religion,
age,
of Agriculture (USDA) prohibits discrimination
all
its
programs
and
activities
on
the
basis
of
race,
disability,
political
beliefs,
sexual
orientation
and
siondiscrimination
coverage
and
access
to
UK
schools
that
receive
in
all
its
programs
and
activities
all its programs and activities on the basis of race,
color,
national
origin,
gender,
religion,
age,
marital
or
family
status.
(Not
all
prohibited
bases
Skills
Awards.
Media
relations
position
California
on
the basis
of race,
color,
national
origin,
color,
national
origin,
gender,
religion,
age,
disability,
political
beliefs,
sexual
orientation
apply
to
all
programs.)
Persons
with
disabilities
who
prunesasthebestpruneavailablebasedonitssupedisability,
political
beliefs, sexual
orientation
and
gender,
religion,
age, disability,
political
beliefs,and
marital
ororfamily
status.
(Not
prohibited
bases
require
alternative
means
for all
communication
of
riortasteandconsistentquality.
Retail
support
marital
familyand
status.
(Not
allfamily
prohibited
bases
sexual
orientation
marital
or
status.
apply
totoall
programs.)
Persons
with
disabilities
who
program
(Braille,
large
print,
apply
allinformation
programs.)
Persons
with
disabilities
who
included
in-store
sampling
in
74to
Sainsbury’s
stores
(Not
all
prohibited
bases
apply
all programs.)
require
alternative
means
for
communication
ofof
audiotape,
etc.)
should
contact
Richard
Peterson
at
alternative
means
for communication
andPersons
arequire
national
promotion
featuring
CPB
logos
on
with information
disabilities who
require alternative
program
(Braille,
large
print,
(916)
565-6232.
program
information
(Braille,
large print,
special
packages,
leaflet
distribution
and sampling
in
means
foretc.)
communication
of
program
audiotape,
should
contact
Richard
Peterson
atat
audiotape,
etc.)
should
contact
Richard
Peterson
500information
Holland
&
Barrett
stores.
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CPB
exhibited
(916)
(Braille, large print, audiotape,
(916)565-6232.
565-6232.
atcateringandrestaurantshowsandlaunchedanew
etc.) should contact Richard Peterson at (916)
foodservice brochure promoting California prunes
565-6232.
CALIFORNIA DRIED PLUM NEWS
asPRODUCTION
a quality, healthyRESEARCH
and versatile ingredient in fine
PRODUCTION
RESEARCH
dining.
The CaliforniaRESEARCH
Dried Plum Board funded a
PRODUCTION
production
research
2009/10a
variety
The of
California
Dried
Plumprojects
Boardinfunded
Theas
California
Dried
Plum
Board
funded
a
Italy
as
well
membership
in
the
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Crop
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variety
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research
projects
in 2009/10
2009/10
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research
projects
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as
asasmembership
in
Minor
Crop Farmer
Farmer
Samplingcontinuedthroughthetravelingroadshow
aswell
well
membership
inthe
the
Minor Crop
cost
ofand
$237,676.
Joe
Turkovich
served
as
Alliance
the
Pesticide
Policy
Coalition
at
a total
followingtheGirod’Italiabicycletour,oneofItaly’s
AllianceandthePesticidePolicyCoalitionatatotal
ChairmanoftheResearchSubcommitteeandGary
cost
of $237,676. Joe
Turkovich
served asserved
Chairman
mostpopularsportingevents.Ourbrandedelectric
cost
of $237,676.
of
Joe Agricultural
Turkovich
as
Obenauf,
President
Research
of
the
Research
Subcommittee
and
Gary
Obenauf,
carhasattractedexcellentmediapublicityanddrawn
ChairmanoftheResearchSubcommitteeandGary
Consulting,coordinatedallresearchactivities.For
spectators
who
are given
consumer
President
ofPresident
Agricultural
Researchnew
Consulting,
Obenauf,
of samples,
Agricultural
Research
reports
onthesepruneresearchprojects,contactthe
leaflets
and
an
opportunity
to
enter
the
CPB’s
national
coordinated
all research activities. For reports
on
Consulting,coordinatedallresearchactivities.For
Boardoffice orvisit http://ucanr.org/sites/driedplum/
.
competition.Pressmaterithese
prune
research projects, contact the Board
reports
onthesepruneresearchprojects,contactthe
als position California
office
or visit http://ucanr.org/sites/driedplum/. Boardoffice
orvisit http://ucanr.org/sites/driedplum/.
prunes as the highest
quality prunes available
because they are natural,
healthfulandthebesttasting. In-store promotions
were successfully tested
in a few hypermarkets in
North Italy and more will
Electric Car
bescheduled.
INTERNATIONAL PRUNE ASSOCIATION
Greece
NEWS
INTERNATIONAL
PRUNE
ASSOCIATION
INTERNATIONAL
PRUNE
ASSOCIATION
NEWS
TheInternationalPruneAssociation(IPA)held
Greek
journalists who visited California last April
The International Prune Association (IPA) held
wrote
six
articles
in their
womens’
magaitsits12thWorldCongressinCapetown,SouthAfrica
12th
World
Congress
in popular
Capetown,
South Africa
TheInternationalPruneAssociation(IPA)held
zines.MediacelebrityandspaownerEleniPetroulaki
in
October
2010,
marking
the
IPA's
20th
inits12thWorldCongressinCapetown,SouthAfrica
October 2010, marking the IPA’s 20th Annivergenerated
press
and
broadcast
Anniversary. on
Reports
on
industry trends
were
sary. Reports
industry
trends
the
in October
2010,
marking
the given
IPA's by20th
media
coverage
through
her were
givenbytheUnitedStates,Chile,France,Australia,
United
States, Chile,
France, Australia,
South
Africa
Anniversary.
Reports
trends
were
appearancesasCaliforniaprune
South
Africa and
Italy. on
Theindustry
IPA projects
that
by
and
Italy. The IPA
that by 2012 a worldwide
givenbytheUnitedStates,Chile,France,Australia,
spokesperson.
projects
Consumer
2012
aworldwidepruneoversupplyof66,000tons
prune
oversupply
ofItaly.
66,000
tons
existthat
unless
South
Africa
andstepsaretakentoreduce
The
IPAmay
projects
by
samples
and brochures
were
may
existunless
acreage
distributedonAthens’beaches,
steps
taken to reduce acreage and production.
2012are
aworldwidepruneoversupplyof66,000tons
andproduction.
tomidwivesandgynaecologists
may existunless stepsaretakentoreduce acreage
onInternationalMidwivesDay
The next IPA Conference
andproduction.
Thebenext
and through popular womens’
will
heldIPA
in Conference
the Davis/
The
next
IPA
Conference
will
be
held
in
the Davis/ magazines.Samplingwasalso
Sacramento area May
2012.
will
be
held
in
the Thiara
Davis/
conducted in over Sacramento
30
area
May
2012. IPAretail
President
Gary
Eleni
Petroulaki
Sacramento
area
May
2012.
storesintheAthensarea.
IPA
President
Gary Thiara
welcomes
suggestions
on
IPA President
Gary
welcomes
suggestions
on
presentation
topics
andThiara
tours
welcomes
suggestions
on
presentation
topics
and
toursis
forthisimportantconference.
Please note that the California
Dried
Plum
Board
presentation
topics
and tours
a recipient of Marketfor
Access
Program
(MAP)
funds
this important
conference.
from USDA’s Foreign forthisimportantconference.
Agricultural Service. The U.S.
DepartmentofAgriculture(USDA)prohibitsdiscriminaGary Thiara
tioninallitsprogramsandactivitiesonthebasisofrace,
FRANCHISE
TAX
BOARD
NOTICE
Gary
Thiara
color,
national
origin,
religion,
age, disability,
FRANCHISE
TAX gender,
BOARD
NOTICE
politicalbeliefs,sexualorientationandmaritalorfamily
IfyoupayCaliforniasourceincometononresidentsof
FRANCHISE TAX BOARD NOTICE
status.
If (Not
you allpay
California
source
income
to
prohibited
bases apply
to all
programs.)
California,theFranchiseTaxBoard(FTB)wantstomake
IfyoupayCaliforniasourceincometononresidentsof
Persons
with
disabilities
who
require
alternative
means
nonresidents
of
California,
the
Franchise
Tax
Board
youawarethatunlesscertainexceptionsapply,youmust
forcommunicationofprograminformation(Braille,large
California,theFranchiseTaxBoard(FTB)wantstomake
withhold
andsendtoFTBseven
(FTB)
wants
to make you awarepercentofall
that unless payments
certain
print,audiotape,etc.)shouldcontactRichardPetersonat
youawarethatunlesscertainexceptionsapply,youmust
thatexceed$1,500inacalendaryear.
exceptions
apply, you must withhold and send to FTB
(916)565-6232.
withhold andsendtoFTBseven percentofall payments
seven
percent
of all payments that exceed $1,500 in a
thatexceed$1,500inacalendaryear.
calendar year. PAGE 7
California source income may include, but is not
PRODUCTION
RESEARCH
limitedto: source income
California
may include,
but is not
California source income may include, but is not
limited
to:
•
Paymentstobeekeepersandtechnicalexperts.
limitedto:
The
California
Dried Plum Board funded a variety
●• Payments
to beekeepers
andto technical
Other non-wage
payments made
those who
ofproductionresearchprojectsin2006/07aswellas
• experts.
Paymentstobeekeepersandtechnicalexperts.
servicethefarmingindustry.
membershipintheMinorCropFarmerAllianceand
Othernon-wage
non-wagepayments
paymentsmade
madetotothose
those
who
●• Other
who
theImplementationWorkingGroupatatotalcostof
servicethefarmingindustry.
For
withholding
procedures,
information, or FTB
service
the farming
industry.
$246,448.JoeTurkovichservedasChairmanofthe
forms:
ResearchSubcommitteeandGaryObenauf,President
For withholding procedures, information, or FTB
of
Agricultural
Research
Consulting,
coordinated
For
withholding
procedures,
information,
or FTB
• Visit their
website at
ftb.ca.gov
and
search
for
forms:
all
research
activities. For a report on these prune
withholding.
forms:
Visit their
website
atBoard
and
for
research
projects,
contact
the
office.
Review
Publication
1017,
Resident
and
●•• Visit
theirFTB
website
at ftb.ca.gov
ftb.ca.gov
andsearch
search
withholding.
NonresidentWithholdingGuidelines.
for
withholding.
• Call
Review
FTB
Publication or
1017,
Resident (not
and
•
them
at Publication
888.792.4900
916.845.6262
● Review
FTB
1017,
Resident and
NonresidentWithholdingGuidelines.
toll-free)
• Nonresident
Call them atWithholding
888.792.4900Guidelines.
or 916.845.6262 (not
[email protected]
● Call
them
at
888.792.4900
or 916.845.6262
toll-free)
Withholding
in
the
subject
line.
This
is not a secure
(not toll-free)
[email protected]
email
address. Please do not send confidential
Withholding
in the
subject
line. This is not a secure
Email
them
atstatement
[email protected].
Type
information.
The
2006/07
Board
of income
andconfidential
expenses
is
email
address.
Please
do
not
send
Nonresident
Withholding
the subject
line. in
This
shown
below. These
represent in
audited
figures verified
the
information.
2009/10
BOARD INCOME & EXPENSES
2006/07 BOARD INCOME &
EXPENSES
Board’s
audit
by Hood
and Strong,
is not aannual
secure
email
address. PleaseCertified
do notPublic
send
Accountants.
confidential
information.
The 2009/10
Board
statement
of income and
2009/10
BOARD
INCOME
& EXPENSES
expensesisshownbelow.Theserepresentaudited
INCOME:
Theverified
2009/10
Board
statementannual
income
figures
in
the
Board’s
auditand
by
2009/10
BOARD
INCOME
&ofEXPENSES
expensesisshownbelow.Theserepresentaudited
CarryoverFunds
$727,576
Hood
and Strong LLP,
Certified Public
Accountants.
The 2009/10
of income
figures
verified Board
in the statement
Board’s annual
auditand
by
Production(Assessabletonsonly)188,804
Hood is
and
Strong
Certified
Public
expenses
shown
below. These
represent audited
AssessmentRateperton
LLP,
34.00
INCOME
:
AssessmentIncome
5,812,634
Accountants.
figures
verified
in the Board’s
annual audit by Hood
Misc.Income(Interest,etc.)
26,355
CarryoverFunds
$ 1,528,058
and
Strong: LLP, Certified Public Accountants.
INCOME
Production(Assessabletonsonly)
166,114
TOTAL
INCOME
$ $ 1,528,058
6,566,565
CarryoverFunds
INCOME:
AssessmentRateperton
$
27.00
Production(Assessabletonsonly)
166,114
Carryover
Funds
$
1,528,058
AssessmentIncome
4,491,405
EXPENSES:
AssessmentRateperton
27.00
Misc.Income(Interest,etc.)
332
Production
(Assessable tons only) $ 166,114
AssessmentIncome
4,491,405
TOTAL
INCOME
OperatingExpenses
$200,462
Assessment
Rate per ton
$$ 6,019,794
27.00
Misc.Income(Interest,etc.)
332
ConsultingServices129,876
Assessment
Income
4,491,405
EXPENSES:
TOTAL INCOME
$ 6,019,794
CropEstimatingServices
Misc. Income (Interest, etc.) 32,000
332
ProductionResearch&Coordination324,308
OperatingExpenses
$
220,307
EXPENSES:
PublicRelations
1,264,441
TOTAL
INCOME
$ 6,019,794
ConsultingServices
125,927
OperatingExpenses
$ 220,307
Advertising
0
CropEstimatingServices
5,000
EXPENSES:
ConsumerResearch
ConsultingServices 103,112
125,927
ProductionResearch&Coordination
332,578
SalesPromotion
77,100
CropEstimatingServices
5,000
Operating
Expenses
$ 947,048
220,307
PublicRelations
InternationalMarketDevelopment1,768,416
ProductionResearch&Coordination
332,578
Consulting
Services
125,927
Nutrition Research
73,602
Administration
443,379
PublicRelations
947,048
Crop
Estimating
Services
5,000
DomesticMarketing
399,687
Nutrition
Research
73,602
Production
Research & Coordination
332,578
TOTAL
EXPENSES
$
4,343,094
InternationalMarketDevelopment
1,593,880
DomesticMarketing
399,687
Public
Relations
947,048
Administration
499,355
InternationalMarketDevelopment
FUNDS
CARRIED
2,223,471
ProcessorCredit-Back
645,812
Nutrition
ResearchOVER$ 1,593,880
73,602
Administration
499,355
Domestic
Marketing
$ 4,197,384
399,687
TOTAL
EXPENSES
ProcessorCredit-Back
645,812
International Market Development 1,593,880
TOTALCARRIED
EXPENSESOVER
4,197,384
Administration
$$ 499,355
FUNDS
1,176,599
Processor Credit-Back
645,812
FUNDS CARRIED OVER
$ 1,176,599
TOTAL EXPENSES
$ 4,197,384
FUNDS CARRIED OVER
$ 1,176,599
ADDRESS SERVICE REQUESTED
ADDRESS SERVICE REQUESTED
ADDRESS
SERVICE REQUESTED
3840
RosinCourt,Suite170
3840RosinCourt,Suite170
Sacramento,CA95834
3840 RosinCourt,Suite170
Sacramento,CA95834
CDPB(916)565-6232
Sacramento,CA95834
CDPB(916)565-6232
PMC(916)565-6235
CDPB(916)565-6232
PMC(916)565-6235
FAX(916)565-6237
PMC(916)565-6235
FAX(916)565-6237
E-mail:[email protected]
FAX(916)565-6237
E-mail:[email protected]
www.californiadriedplums.org
Website:
E-mail:[email protected]
WebSite:www.californiadriedplums.org
TheCaliforniaDriedPlumNews
ispublished
Website: www.californiadriedplums.org
by theCaliforniaDriedPlumBoard(CDPB)
TheCaliforniaDriedPlumNewsispublishedby
ispublished
& TheCaliforniaDriedPlumNews
thePruneMarketingCommittee(PMC)
theCaliforniaDriedPlumBoard(CDPB)&
by theCaliforniaDriedPlumBoard(CDPB)
thePruneMarketingCommittee(PMC)
JonLavy,Chairman,CDPB
& thePruneMarketingCommittee(PMC)
TimSmith,Chairman,PMC
JonLavy,Chairman,CDPB
TimSmith,Chairman,CDPB
RichardPeterson,ExecutiveDirector,CDPB&PMC
TimSmith,Chairman,PMC
Jon
Lavy, Chairman, PMC
RichardPeterson,ExecutiveDirector,CDPB&PMC
RichardPeterson,ExecutiveDirector,CDPB&PMC
CALIFORNIA DRIED PLUM NEWS
PAGE 8
2009/10 MARKETING YEAR
2006/07
MARKETING
YEAR
2009/10
MARKETING
YEAR
CALIFORNIA DRIED PLUM
BOARD
PRUNE
MARKETING COMMITTEE
2006/07
MARKETING
YEAR
DISTRICT/
CALIFORNIADRIED
DRIEDPLUM
PLUM BOARD
CALIFORNIA
AFFILIATION
MEMBERS
FLOATINGBOARD
CALIFORNIA DRIED PLUMALTERNATES
BOARD
DISTRICT/
PRODUCERS
AFFILIATION
MEMBERS
FLOATING ALTERNATES
1 DISTRICT/VernVereschagin
PRODUCERS
AFFILIATION
MEMBERS
FLOATING
2
SukhrajPamma
KeithLarrabeeALTERNATES
(c)
1
VernVereschagin
PRODUCERS
3
NeillMitchell
JimEdwards
2
SukhrajPamma
KeithLarrabee
(c)
VernVereschagin DanBozzo
4 1
KenLindauer
32
NeillMitchell
JimEdwards
RonGiovannetti
KeithLarrabee(c)
5
JonLavy (a)(c)
GurnamPamma
4
KenLindauer
DanBozzo
Jaswant Bains
NeillMitchell
6 3
RanvirSingh
Jim Demetriff
(f)
54
JonLavy
(a)(c)
GurnamPamma
Ken Lindauer
Dan Bozzo
7
ToddMendonca(d)
65
RanvirSingh
Jim Demetriff
(f)
JonLavy(c)
AlLengtat
AtLarge
RichardConte
76
ToddMendonca(d)
Ranvir Singh
7
Chris Steggall
Co-op
BobAmarel,Jr.
AtLarge
RichardConte
Co-op
RenFairbanks
Co-op
BrendonFlynn(e)
MaryMcGowan(g)
Co-op
BobAmarel,Jr.
Co-op
Brendon Flynn
Bob Amarel, Jr.
Co-op
BobKolberg
PhilFilter
Co-op
BrendonFlynn(e)
MaryMcGowan(g)
Co-op
Bob
Kolberg
PhilFilter
Co-op
TimSmith (c)
JohnRehermann
Co-op
BobKolberg
PhilFilter
Co-op
Hans(b)(c)
Smith
John Rehermann
Co-op
GaryThiara
Co-op
TimSmith
(c) (a) (c)
JohnRehermann
Co-op
Tim
Smith
Vacant
Co-op
JoeTurkovich
Co-op
GaryThiara
(b)(c)
Co-op
GaryThiara(b)(c)
PROCESSORS
_ Co-op
JoeTurkovich
Co-op
Joe Turkovich (d)
Co-op
MarkDalrymple
SteveHarris
PROCESSORS
_ _
PROCESSORS
Co-op
ArthurDriscoll
(c)
AnaKlein
Co-op
MarkDalrymple
SteveHarris
Co-op
Arthur
Driscoll
(c)
Mark
Dalrymple
Co-op
DaneLance
HaroldUpton
Co-op
ArthurDriscoll
(c)
AnaKlein
Co-op
DaneLance
Steve Harris
Independent
JaswantBains
JoeSerger(h)
Co-op
DaneLance
HaroldUpton
Co-op
Harold Schenker
Harold Upton
Independent
DonSoetaert
AlanGreene(i)
Independent
JaswantBains
Independent GeorgeSousa,Jr.(c)
George Sousa, Jr. (c) MarkMariani
(e)JoeSerger(h)
Mark Mariani (f)
Independent
Independent
DonSoetaert
AlanGreene(i)
Independent RichardWilbur
Don Soetaert
David Mazzola
Independent
III
ChrisSteggall
Independent
GeorgeSousa,Jr.(c)
MarkMariani
Independent
Kent Mannee (c)
Dennis Serger
PUBLIC
MEMBER
___ _
Independent
ChrisSteggall
Independent RichardWilbur
Richard R.III
Wilbur
Rick G. Wilbur
KarenBerke
ShirleyHumphrey
PUBLIC
PUBLICMEMBER
MEMBER
___
____ _
PRUNEMARKETING
MARKETINGCOMMITTEE
COMMITTEE
ALTERNATES .
PRUNE MARKETING COMMITTEE
PRUNE
MEMBERS
PRODUCERS
.
MEMBERS
ALTERNATES .
KeithLarrabee (c)
VernVereschagin
PRODUCERS
MEMBERS
ALTERNATES.
.
SukhrajPamma
GurnamPamma
KeithLarrabee (c)
VernVereschagin
PRODUCERS
NeillMitchell
GeneBains
SukhrajPamma
GurnamPamma
KeithLarrabee(c)
VernVereschagin
KenLindauer
(b)
DilysWohletz
NeillMitchell
GeneBains
RonGiovannetti
W.C. “Buzz” Sowden
JonLavy (c)
DanBozzo
KenLindauer
(b)
DilysWohletz
NeillMitchell
Jagdeep Bajwa
RanvirSingh
BrienSmith
JonLavy
DanBozzo
Ken(c)
Lindauer (b)
Dorothy (k)
Lindauer
ToddMendonca(d)
Lucille Demetriff
RanvirSingh
BrienSmith
JonLavy(a)(c)
Dan Bozzo
RichardConte
JimEdwards
ToddMendonca(d)
LucilleBrien
Demetriff
Ranvir Singh
Smith(k)
Lucille Demetriff
Jim Demetriff
BobAmarel,Jr.
(e)
PhilFilter(j)
RichardConte
JimEdwards
RenFairbanks
BrendonFlynn
Vacant Vacant
BobAmarel,Jr.
(e)
PhilFilter(j)
Brendon
Flynn
Vacant
BobKolberg
JohnRehermann
BrendonFlynn
VacantPhilFilter
Bob
Kolberg
TimSmith (a) (c)
MaryMcGowan(l)
BobKolberg
JohnRehermann
Hans(c)Smith
John Rehermann
GaryThiara
DaveLoquaci(m)
TimSmith
(a) (c) (c)
MaryMcGowan(l)
Tim
Smith
Vacant
JoeTurkovich
PaulPaulin(m)
GaryThiara
(c)
DaveLoquaci(m)
GaryThiara(c)
Bob Amarel, Jr.
PROCESSORS
_ .
JoeTurkovich
PaulPaulin(m)
Joe Turkovich (d)
Vacant
MarkDalrymple
BruceNorton
PROCESSORS
_ . _ .
PROCESSORS
ArthurDriscoll (c)
HaroldUpton
MarkDalrymple
BruceNorton
Mark Dalrymple
Bruce Norton
DaneLance
SteveHarris
ArthurDriscoll
(c)
HaroldUpton
Arthur Driscoll (c)
Harold Upton
DonSoetaert
AlanGreene(i)
DaneLance
SteveHarris
Harold Schenker
DaneLance
GeorgeSousa,Jr.(c)
MarkMariani
DonSoetaert
AlanGreene(i)
George Sousa, Jr. (c) (e) KentMannee
Mark(c)
Mariani (f)
JohnTaylor
GeorgeSousa,Jr.(c)
MarkMariani
Don Soetaert
David Mazzola
RichardWilbur
III
ChrisSteggall
JohnTaylor
KentMannee
(c)
Dennis Serger
Joe Serger
PUBLIC
MEMBER
__
.
RichardWilbur
III
ChrisSteggall
Richard R. Wilbur
Rick G. Wilbur
KarenBerke
ShirleyHumphrey
PUBLIC
MEMBER
PUBLIC
MEMBER __ . __ .
.
(a) Chairman,(b)
(f)replacedLucille
KarenBerke ViceChairman,(c)ExecutiveCommitteeMember,
ShirleyHumphrey (d)replaced MarkShepard,(e)replacedRenFairbanks,
KarenBerke
ShirleyHumphrey
Karen(g)
Berke
Vacant
Demetriff,
replaced Brendon Flynn, (h) replaced Kent
Mannee, (i) replaced WayneKaren
Duty,Berke
(j) replaced Bob Amarel,Vacant
Jr., (k) replaced Jim
(a) Chairman,(b) ViceChairman,(c)ExecutiveCommitteeMember, (d)replaced MarkShepard,(e)replacedRenFairbanks, (f)replacedLucille
Demetriff,(l)replacedPaulPaulin,(m)filledvacantposition
(a) Chairman, (b) Vice Chairman, (c) Executive Committee Member, (d) Replaced Don Vossler, (e) Replaced Mark Mariani,
Demetriff, (g) replaced Brendon Flynn, (h) replaced Kent Mannee, (i) replaced Wayne Duty, (j) replaced Bob Amarel, Jr., (k) replaced Jim
(f) Replaced George Sousa, Jr.
Demetriff,(l)replacedPaulPaulin,(m)filledvacantposition