Richard Peterson
Retired Executive Director of the California Prune Board who led the industry's marketing efforts and recounts initiatives like the dried-plum rebranding and prune burgers.
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Feb 25, 2026 • 45min
A Prune by Any Other Name
Richard Peterson, retired director who led California prune marketing, shares the story of trying to rename prunes 'dried plums' and even creating prune burgers. The episode traces marketing stunts, FDA pushback, lobbying wins, and why the rebrand fizzled. It ends with a pivot back to celebrating prunes and what that teaches about identity and branding.
