Why rebrand as dried plums?

The delicious, healthful prune has long had a cross to bear: It’s best known for making people poop. In the late 1990s, the California Prune Board set out on a quixotic mission to amend this sales-flattening reputation. It would attempt to rechristen this ancient fruit in the hopes the prune could one day be as unencumbered as an apricot, a raisin, or a fig. 

In a world where every product and person increasingly believes it’s one good rebrand away from changing how they are seen, the story of the prune’s attempt to become the “dried plum” is a telling tale about the impossibility of escaping who you really are—and the freedom that comes with self-acceptance. 

You’ll hear from Richard Peterson, retired Executive Director of the California Prune Board; food writer and chef David Liebovitz; lawyer and lobbyist Dan Haley; and Kiaran Locy, Director of Brand and Industry Communications at the California Prune Board.

This episode was written by Willa Paskin. It was edited by Evan Chung, our supervising producer. It was produced by Katie Shepherd. Decoder Ring is also produced by Max Freedman. Merritt Jacob is Senior Technical Director.

If you have any cultural mysteries you want us to decode, email us at DecoderRing@slate.com or leave a message on our hotline at (347) 460-7281.

Get more of Decoder Ring with Slate Plus! Join for exclusive bonus episodes of Decoder Ring and ad-free listening on all your favorite Slate podcasts. Subscribe from the Decoder Ring show page on Apple Podcasts or Spotify. Or, visit slate.com/decoderplus for access wherever you listen.

Sources for This Episode

Barry, Dave. Dave Barry Hits Below the Beltway, Ballantine Books, 2002. 

Brasher, Philip. “FDA Approves Prune Name Change,” ABC News, Feb. 1, 2001. 

Brasher, Philip. “Where's the beef? Kids give prune burgers the taste test,” Associated Press, Jan 29, 2002. 

Cimons, Marlene. “A New Wrinkle for the Prune Industry,” Los Angeles Times, Dec. 21, 1999.

Crespi, John M., Harry M. Kaiser, Julian M. Alston, and  Richard J. Sexton. “The Evaluation of Prune Promotion by the California Dried Plum Board,” The Economics of Commodity Promotion Programs: Lessons from California, Peter Lang USA, 2005. 

Davis, Glenn. “French History in Your City: San Jose, California - the Pellier Brothers,” Yale National Initiative, Sep. 2015. 

Fabricant, Florence. “In France, the Prune Holds a Noble Station,” The New York Times, Oct. 31, 2001.

Fabricant, Florence. “Responsible Party: Richard Peterson; Rejuvenating The Humble Prune,” The New York Times, Aug. 13, 2000. 

Fabricant, Florence. “Underapprecaited: The Humble Prune,” The New York Times, Oct. 12, 1983.

A Fortune In Two Old Trunks. Sunsweet, 1947.  

Fullan, Genevieve. “In Defense of Prunes,” Eater, Jun 21, 2022. 

Gellene, Denise. “New Wrinkle in an Old Story,” Los Angeles Times, Oct 16, 1997. 

Good Wrinkles. Sunsweet, 1951. 

Kamen, Al. “Sunday in the Loop: Plum Outta Luck,” Washington Post, Dec. 11, 1999. 

Koger, Chris. “Dried plums no longer: California prunes have new brand,” The Packer, Nov. 15, 2022. 

Lucas, Greg. “Who'd Have Thought? Pruneburgers / Juicy, tender and low-fat, they're surprising hits in school cafeterias,” San Francisco Chronicle, Aug. 9, 1999.

Martin, Ronda Beaman. “Stan Freberg—His Credits and Contributions to Advertising,” M.A. Thesis, Texas Tech University, Dec. 1986. 

McKay, Leonard. “Louis Pellier,” San Jose Inside, Sep. 25, 2006.

Morse, Rob. “Hold the prunes, hold the lettuce,” San Francisco Examiner, July 28, 1999. 

“Prune gets $10 million makeover -- as dried plum,” CNN, Sep. 13, 2000.

Rao, Tejal. “In Praise of the Prune,” The New York Times Magazine, Feb. 16, 2017.

Roach, Mary. “The power of prunes,” Salon, Nov. 5, 1999.

Waters, Michael. “When the Dried Plum Lobby Tried to Make Pruneburgers Happen,” Atlas Obscura, April 13, 2018. 

Zasky, Jason. “Prunes: Turning Over a New Leaf,” Failure Magazine, Apr. 16, 2002.

Hosted on Acast. See acast.com/privacy for more information.