California Prunes Introduces New Logo Design

The California Prune Board (CPB) has launched “California Prunes”, a new brand – complete with new logo and website – that will promote the state’s famous dried fruit both in the USA and abroad.

Originally created in 1952, the CPB actively markets prunes through advertising and PR; it also conducts nutrition research, crop management and sustainability research, as well as issues management.

The organisation is said to represent nearly 800 prune growers and 28 prune, juice, and ingredient handlers under the authority of the California Secretary of Food and Agriculture.

“The new brand is a positive embrace of California Prunes for their premium nature and an expansive view of all their benefits. The new logo design transforms a statement of origin into a reflection of market leadership and a dual message emerges through the tagline ‘Prunes. For life.’ signifying that California Prunes are good for your life, at every stage of your life,” says the CPB.

“It moves prunes away from an occasional food choice to a daily pleasure. This is ideal since California Prunes are good for your gut, heart and bones,” adds the CPB’s current executive director, Donn Zea. “In addition to the nutritional benefits, market research has shown that the only thing holding people back from eating more prunes isn’t negative perceptions, but rather the simple need for more top-of-mind awareness.”

The new brand will be integrated into markets including the United States, Canada, the European Union, Japan, China, and South Korea.

Almost all prunes produced in the USA presently come from California, thanks largely to the state’s Mediterranean-like weather conditions.

Source: California Prunes