A decade ago, the Dancing Raisins captivated consumers. But in this era of tighter household budgets and increased competition at the grocery store, that approach doesn't sell raisins — if it ever did.
These days, the raisin industry is taking a more practical approach to market one of the San Joaquin Valley's top crops, offering sobering advice about its nutritional benefits instead.
Valley raisin growers also are following a trend in the food industry by using social media to reach consumers.
Admittedly, the task of selling raisins — a $309 million crop in 2008 — has never been easy. Unlike other fruits or nuts that entice consumers with their sweet aroma, appealing color or juicy taste, raisins are small, dark, dry and wrinkled.
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