Years ago I met a guy who worked for the California Prune Board — he was there in 2001 when the FDA gave them permission to use “dried plums” as an alternative to “prunes”. (Since then they’ve been called the California Dried Plum Board.)

Dried plums/prunes have long suffered from a stigma as an old person’s laxative-aiding fruit — an image which didn’t exactly endear itself with the under-70 crowd.

I remember him telling me how frustrating it was to work for the Prune Board, because they knew that if you gave prunes to 100 people who had never heard of their, um, intestinal powers, you’d get close to 100 people who would buy them — and promote them to others.

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