California Raisin Marketing Board
California Raisins Expect Successful 2008
Marketing Activities and Healthy Crop Estimate Pair for a Promising Year
FRESNO, Calif. (December 10, 2007) – California raisin growers are expecting a balanced 2007 crop, the California Raisin Marketing Board (CRMB) announced today. Yield for all raisins is projected at 300,000 tons or very close to last year’s 308,976 tons according to Ron Worthley, President of the CRMB and General Manager for the Raisin Administrative Committee (RAC).
“We expect strong demand for California Raisins to continue into 2008,” Worthley emphasized. “This healthy crop estimate, coupled with the solid marketing activities we have planned, will make 2008 a great year for California Raisins.” A strategic combination of advertising, public relations and trade activities directed by the CRMB marketing team, will continue to surround consumers and influencers with California Raisins’ messaging to spur increased use of California Raisins.
Continuing her involvement after the successful “Wise Choices” campaign in 2006, celebrity fitness trainer Valerie Waters will serve as the consumer spokesperson for California Raisins. This fall, Waters launched the CRMB “Back to School” program with her tips for getting kids “back-on-track” with health and fitness while promoting California Raisins as a natural, easy, wise choice for healthy snacking.
In late December, responding to the top consumer New Year’s resolution for getting fit, CRMB will launch a “New Year, New You” program, with Waters delivering California Raisins’ healthy messages to millions of consumers during a satellite media tour. A training session with Waters, herself, is the prize for the consumer sweepstakes sponsored by the Marketing Board as part of this campaign.
The California Raisin Marketing Board was created by a State Marketing Order in 1998 and is 100 percent grower funded. Its mission is to support and promote the increased use of California-grown raisins and sponsor crop production, nutrition and market research. To learn more about California Raisins and the California Raisin Marketing Board, visit www.LoveYourRaisins.com.