California Prunes exports to the UK have shown an extraordinary growth, with a 99 per cent increase in volume and a 132 per cent increase in value when compared to 2019/20.
This is a reflection of the ongoing rise in the demand for California Prunes worldwide, with year-on-year increase also being seen in the key markets of Italy, Canada, China and Hong Kong, and Japan.
The increase has been lauded by the California Prune Board (CPB) that represents about 800 cultivators and handlers across within the US state. Esther Ritson Elliott, Director of the CPB’s global marketing and communications stated: “Sales of California Prunes have been growing steadily in Europe and other markets over recent years, with the UK market’s value more than doubling since 2018”.
“The UK, like Germany and Italy, is an important market for California Prunes, with the UK category growing by five per cent in the last year. California Prunes are valued by our UK and European trade partners because of their size, consistent quality, and premium taste. The California Prune industry is also underpinned by excellence in agricultural methods and advanced inventory management, which enhances our reliability as a trading partner.”
The exponential growth for California Prune exports around the world is predicted to continue through 2022 as growing numbers of people are influenced by the pandemic – search for healthy foods that provide benefits and a variety of uses has increased. Prunes have a variety of minerals and vitamins that are beneficial to bone and digestive health, and nutrients that play an important part in maintaining a healthy immune system.
With UK retailers facing ongoing supply chain issues and shelf-stable items are expected to be popular with shoppers. California Prunes can be stored at a safe temperature in the pantry for at least a year and can be used as an ingredient for snacking. Furthermore, its a savoury and sweet qualities makes prune even more appealing.
Food security and traceability are important to many people, as Ritson-Elliott says: “Our research has revealed that nearly half of international consumers singled out California/USA as the origin they would prefer to buy when shopping for prunes”.
“The Californian climate, farming expertise honed from generations of families, and sophisticated harvesting techniques result in consistently premium prunes, making California the world’s trusted producer.”
Her conclusion is “California Prunes also benefit from the Board’s global marketing programmes, and our investment into everything from sustainable farming methods through to research into the health benefits associated with prunes. When combined with consumer desire for natural, shelf-stable products, we believe the popularity of our prunes will continue to grow into 2022 and beyond.”
