24 Nov 2022 — The California Prune Board (CPB) welcomes the UK government’s recent decision to suspend UK import tariffs on dried plums. Effective January 1, 2023, the suspension provides for the 8% duty to be lifted until at least December 31, 2024. It is also following an application by the CPB through the Nut & Dried Fruit Trade Association (NDFTA) on behalf of its UK trade members.
“The lifting of the tariff gives our industry a level playing field and UK trade access to premium, better tasting plums that will appeal to consumers,” says Esther Ritson-Elliott, Director of International Marketing and Communications at CPB.
The CPB invests heavily in marketing to increase brand awareness of its plums in the UK through a range of promotional activities including PR, advertising and social media campaigns.
“The Board also leverages its brand ambassadors – Executive Chef and TV presenter Peter Sidwell and Registered Dietitian and Professional Dietitian Jo Travers – to further showcase the nutritional and flavor benefits of its products,” said Ritson-Elliott.
A California crop
CPB says the move gives UK dried fruit importers more choice.
It will likely be welcomed by importers looking for a premium quality backed by the reliability of delivery that California is known for.
California offers exceptional growing conditions, high agricultural standards, and sophisticated harvesting and drying techniques, all of which contribute to high-quality, naturally sweet plums, making the US the world’s largest premium producer.
Nutritional highlights for plums
The nutritional profile of gut-friendly California plums has received further spotlight in recent times thanks to the effects their consumption can have in supporting good bone health.
A recent study by the CPB found that the carbohydrates and polyphenols found in the fruit could also act as prebiotics.
Rich in vitamin K and a source of manganese that help maintain normal bones, California prunes recently earned the seal of approval from the Royal Osteoporosis Society, which gave the California dried fruit its coveted Bone Health Approved accreditation.
The California Prunes logo is also available free of charge and under license from CPB on packaging, providing further assurance of quality for health- and ancestry-conscious consumers.
Prunes can also reduce fat in baked goods by 24%.
Edited by Elizabeth Green
To contact our editorial team, please email us at [email protected]
If you found this article valuable, you may wish to receive our newsletters.
Sign up now to get the latest news straight to your inbox.