California Raisin Growers Launch Educational Initiative

California Raisin growers have rolled out the “Let’s Keep It Real” educational campaign and website, with the aim of providing consumers with the information to help them make healthy food choices.

“Our goal is to provide nutrition education so shoppers can make wise choices about what goes in their grocery carts,” said Larry Blagg, SVP of marketing at the Fresno, Calif.-based California Raisin Marketing Board. “Ultimately, we are encouraging consumers to choose all-natural, whole foods like California raisins, while thinking twice about processed, sugar-added options.”

California Raisins are an all-natural, dried-in-the-sun, no-sugar-added fruit featuring fiber, potassium and antioxidants. They’re eligible to carry the Produce for Better Health Foundation’s (PBH) Fruit & Veggies — More Matters logo.

“During focus groups among moms, we learned how concerned they are about the amount of added sugar in their kids’ snacks,” added Blagg. In addition to viewing the focus groups online, consumers can sign up for the Healthy Snack Challenge on Facebook. Participants in the challenge pledge to enjoy all-natural, no sugar-added snacks for one week, and can win one of five California Raisins prize packs between now and July 31. Prize packs include $1,000 and other goodies to help participants snack wisely and well.

The California Raisin Marketing Board is 100 percent grower-funded. Its mission is to support and promote the increased use of California-grown raisins and sponsor crop production, nutrition and market research.