What's in a name?

Does “dried plums” sound more appealing than “prunes”?

Cecelia Blalock

Jan 31st, 2000

The California Prune Board thinks so. Hoping to promote increased consumption of its product, the Board petitioned FDA to allow a name change on packages of prunes and products containing prunes. According to a Board spokesperson, market research found that women in particular responded more favorably to the name dried plums than to prunes. Under the petition, the process would begin with dual labeling and gradually move toward a single name. The Board is hoping to win FDA approval by March, when a major marketing campaign promoting the nutritious fruit is set to kick off.

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