I recently collected insights from the California Prune Board about marketing in the post-pandemic world.
Here is a Q and A with Kiaran Locy, director of brand and industry communications for the California Prune Board:
The Packer: How has the pandemic changed the way you market your products?
California Prune Board: While COVID has presented challenges in the supply chain, pandemic-driven demand has led to opportunities in the marketplace to showcase the health and wellness profile of prunes.
The California Prune industry is committed to nutrition research and market promotion for the lifetime wellness and enjoyment of prunes at every stage of life. Our dedication to nutrition research, specifically in the areas of gut health and bone health, will continue to build our knowledge and strengthen our foundation as a food that consumers know and trust.
The Packer: One item that has sold especially well in the last year is....
California Prune Board: Whole pitted prunes. California prunes are mainly a CPG item and processors in California offer a variety of options from flavor-infused prunes to prunes with the added benefit of probiotics in a range of package sizes to let consumers experience new benefits.
The Packer: How would you recommend that retailers promote California prunes?
California Prune Board: Given that 72% of consumers eat prunes as a snack, retailers should be thinking about increasing their visibility beyond the center-store aisles. Prunes are an easy and nutritious snack, but also a versatile ingredient that pairs with sweet or savory. Displaying prunes in the produce section as a salad topper or in the deli and meat section to use as an ingredient for grazing boards or with grilled proteins is another way to increase sales and prioritizes the plant-forward eating trend. See our website at www.CaliforniaPrunes.com for prune recipes and inspiration.
Shoppers also want reassurance around food safety, quality, and point of origin, so displaying the California designation gives them peace of mind, while denoting quality and taste. 80% of consumers feel that the California origin of prunes is extremely/somewhat/or very important to them. Retailers can also educate shoppers on the nutrition profile and versatility of how prunes fit into flexible eating patterns. Get more information for prunes and prune juice at: https://californiaprunes.org/for-partners/foodservice/
The Packer: Has the increase in online grocery sales changed the way you pack or market?
California Prune Board: Our marketing efforts have turned digital across the board and messaging for the California Prune industry is focused on health and versatility. We know people are cooking and baking more at home and they’re looking for comfort foods with small incremental changes, so we’ve increased our content to feature the delicious flavor of prunes and their power to pair with a variety of ingredients, as well as their recognition globally fitting into a diverse array of cuisines. The increased awareness of prunes versatility serves as inspiration for consumers adding premium ingredients to their carts.
