Sacramento, California - The California Dried Plum Board is once again embracing “prunes,” 19 years after changing its name and the way the dried fruit was marketed.

Once again called the California Prune Board, the marketing order that promotes the fruit has launched a new website — — and brand that boosts a health message with the tagline: “Prunes. For life.”

“The world comes to California for prunes, and we take that seriously,” Donn Zea, executive director of the California Prune Board, Roseville, California, said in a news release. “California is the most reliable and consistent source in the industry for quality, size and taste.”

Much has changed since the brand change to dried plums, according to the group: gut health has gained more interest and relevance, new research shows eating prunes may support bone health, and the foodie culture has brought new interest.

The new brand, California Prunes, is being used globally and the board officially launched it at the recent INC World Nut & Fruit Congress in Boca Raton, Fla.

The board began exploring the new brand about two years ago.

“California Prunes have earned a premium reputation in global markets,” Zea said in the release. “The message of our new brand is clear: Choose California for prunes.”

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