Industry board highlight prune potential to help UK retailers respond to consumer demand for value, convenience and health credentials
US industry body the California Prune Board (CPB) has encouraged UK retailers and importers to make the most of Californian prunes entering the UK at a zero per cent tariff.
The UK government decided to extend an import tariff suspension on California prunes in October 2024. The UK does not produce commercial prunes domestically, meaning the previous eight per cent import tariff did not protect any domestic producers.
With orchards across the Sacramento and San Joaquin valleys, California is the world’s largest producer of premium prunes.
The CPB cites consumer interest in value and convenience, as well as product versatility and nutritional content as key draws to Californian prunes.
Esther Ritson-Elliott, director of international marketing and communications for the CPB, said: “California Prunes offer strong nutritional credentials, a long shelf life and considerable versatility, while the current zero per cent tariff provides an added commercial reason for the UK trade to look again at California origin.
“California Prunes are also backed by year-round reliability of supply, consistency in taste and an elevated flavour profile,” she added.
Eaten as a snack or used as an ingredient across breakfast or sweet and savoury baking, the CPB urged retailers to position them beyond the traditional dried fruit fixture.
Highly fibrous, and containing vitamin K, potassium, copper and manganese, the board pointed to the prune’s health credentials in supporting gut, bone and cardiovascular health.
Furthermore, they can be kept in the pantry for up to a year when stored in a cool, dry airtight container, giving consumers greater flexibility over when and how they are consumed, reducing the risk of waste. According to environmental NGO Wrap, UK households throw away 4.4 million tonnes of edible food each year, costing the average household £1,000 annually.
Ritson-Elliott added: “The opportunity is not simply to sell more packs of prunes, but to give consumers more reasons and more ways to use them.
“We would welcome conversations with UK retailers, importers and category partners interested in exploring the role high-quality California Prunes could play within their ranges,” she said.
