I Prefer Prunes

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Text on Button I PREFER PRUNES
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Did you know that prunes are made up of chlorogenic acids, phenolic acids, and select flavonoids that help reduce bone loss? No wonder these healthy fruits were popular and consumed regularly in the early 1900s. However, much to the dismay of California farmers, prune consumption began to decline in the 1940s. This decline continued steadily and, as of 2023, consumption of the fruit is still low compared to the early 1900s.

However, prunes had their moment in the 1980s, thanks to an increase in demand for fiber and intense advertising from the prune industry. While some laughed off marketing strategies such as passing out “I Prefer Prune” buttons in Grand Central Terminal, the strategies proved to be effective enough to increase prune consumption in the 1980s.


Alston, J. M., Carman, H. F., Chalfant, J. A., Crespi, J. M., Sexton, R. J., & Venner, R. J. (1998). (rep.). The California Prune Board’s Promotion Program:  An Evaluation (pp. 1–100). Davis, California. 

De Souza, M. J., Strock, N. C. A., Rogers, C. J., Williams, N. I., Ferruzzi, M. G., Nakatsu, C. H., Simpson, A. M. R., & Weaver, C. (2022). Rationale and study design of Randomized Controlled Trial of Dietary Supplementation with prune (dried plums) on bone density, geometry, and estimated bone strength in postmenopausal women: The Prune study. Contemporary clinical trials communications28, 100941. https://doi.org/10.1016/j.conctc.2022.100941

The New York Times. (1983, February 16). Topics; there’s a better way; the future fruit. The New York Times. https://www.nytimes.com/1983/02/16/opinion/topics-there-s-a-better-way-…;


Catalog ID AD1082