The California Prune Board is to showcase at IFE a new cheese from Marks and Spencer that contains its quality fruit.

The board is keen to show the versatility of prune-based ingredients and alongside the cheese are energy bars and Waitrose’s Heston Blumenthal Christmas cake.

Visitors will be shown the range of potential uses for prunes from purée and chopped to concentrate.

Last year California prune exports to the UK rose by 31 per cent and total international exports grew year on year between 2009 and 2012.

The California Prune Board recently launched a new public relations and marketing campaign, which will see promotional, print and online media activity taking place internationally.

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