California Prune Board Welcomes USDA MAP Funds to Boost Exports
February 19, 2026 | 3 min to read
The California Prune Board (CPB) has been awarded a share of funds by the U.S. Department of Agriculture’s Foreign Agricultural Service (FAS), as part of the 2027 Market Access Program. The Board welcomed the decision, noting that the award strengthens ongoing efforts to highlight the quality, versatility, and science-backed health benefits of California Prunes in key global markets.
FAS recently announced it had allocated more than $212 million in Market Access Program (MAP) and Foreign Market Development (FMD) funds to support U.S. food and agricultural exports. The funding comes as the U.S. Administration is stepping up efforts to ensure fair and reciprocal trade opportunities and enhance global competitiveness for growers, ranchers, and producers.
As the state-authorised organisation directing grower- and handler-funded investments on behalf of California’s prune industry, the CPB aligns research, innovation, and international market development to promote, protect, and grow the value of California Prunes in an increasingly competitive global marketplace.
Donn Zea, Executive Director of the California Prune Board, said: “The California Prune Board is delighted with the award, which allows us to continue building demand for California Prunes in priority export markets while stewarding industry resources responsibly and strategically.
“The global market for prunes is competitive, but California Prunes benefit from generations of craftsmanship, rigorous production standards, and trusted provenance. That combination delivers the consistent quality and concentrated sweetness consumers and trade partners value.”
The popularity of natural and nutrient-dense foods, in tandem with growing consumer interest in transparency of origin, continues to underpin the success of California Prune exports. Today, almost half of California’s annual prune harvest is shipped to nearly 80 countries worldwide.
These exports contribute meaningfully to California’s agricultural economy, supporting growers, processors, supply chain partners, and rural communities across the state. Maintaining strong, steady global demand is essential to long-term industry stability.
The California Prune Board’s MAP-supported global promotional programme emphasises premium positioning, highlighting clinical research on digestive and bone health, culinary versatility, and elevated flavour. Integrated campaigns use television advertising, social media campaigns, and brand ambassadors alongside activities that engage directly with trade buyers, who value the reliability of supply and quality delivered by the California Prune industry.
In Japan, television advertising continues to underpin consumer awareness and boost sales, with last year’s campaign reaching 80 million consumers. In Italy, the CPB has been leveraging the reach and influence of renowned chefs, lifestyle content creators, and athletes to demonstrate the nutritional benefits and quality of California Prunes. It is a strategy that is working, with the value of exports to the country increasing by more than a quarter in the last five years.
Donn adds: “We tailor our approach to each market, working with local trade stakeholders to demonstrate the added value California Prunes can bring to their respective businesses. Programs like MAP play a vital role in ensuring California Prunes remain well positioned abroad – this export growth translates into value back to our industry and the local agricultural communities. We would like to extend our gratitude to our global trade partners and recognise the pivotal role they play in bringing California Prunes to consumers.
“The Board welcomes the U.S. Administration’s concerted efforts to create new opportunities and break down trade barriers to enable growers to compete effectively and fairly on the global stage. We want to thank the FAS, USDA, Secretary of Agriculture, Brooke Rollins, and Under Secretary for Trade and Foreign Agricultural Affairs, Luke J. Lindberg, for their commitment to building demand for American agriculture.”
To find out more about California Prunes, visit www.californiaprunes.net
ABOUT THE CALIFORNIA PRUNE BOARD
The California Prune Board was established in 1980 to represent growers and handlers under the authority of the California Secretary of Food and Agriculture. California is the world’s largest producer of premium prunes with orchards across the Sacramento and San Joaquin valleys. Promoting a lifetime of wellness through the enjoyment of California Prunes, the organization leads the premium prune category with generations of craftsmanship supported by California’s leading food safety and sustainability standards. California Prunes. Prunes. For life.