In 2001, California Prunes rebranded to California Dried Plums in the hopes of reminding consumers of the prune’s origins as the far less maligned plum. Instead, she explains, “prunes have always had an awareness problem.” Which is to say, people often forget about them altogether. But Kiaran Locy, the California Prune Board’s director of brand and industry communications, says that’s not as much of a hurdle as you might imagine. I theorized that the prune’s reputation was perhaps being undone by its association with stubborn bowels.
So what’s the issue, then? Why have the likes of kale and cauliflower, lauded for their health benefits, each managed to secure a place of honor in our current food landscape, while the prune - high in fiber, antioxidants, and bone-supportive nutrients like boron, potassium, and vitamin K - lingers humbly under our radar? Goldilocks would be thrilled with prunes. They’re not too sweet, not too sour, not too sticky, and not too dry. They have a subtle sweetness tempered by a rich, earthy tang and a gorgeous jammy texture. Because prunes, it turns out, are incredibly tasty. But unlike basically every other food I’ve started eating for health reasons, I didn’t stop. Prunes, I am here to tell you, deserve a makeover.Īdmittedly, when I first introduced prunes into my daily eating habits, I did so because I was taking iron supplements, which have a notorious reputation for causing constipation. They hold so much potential, and we’re squandering it. Forget dates, or raisins, or dried cranberries: Given the choice, I will always take a prune. Because prunes are, without a doubt, actually the best of the dried fruits. But I won’t stand for it a moment longer. Even their mere mention is guaranteed to turn up many a wrinkled nose.
For too long, prunes have been relegated to the health food aisle, paraded out only as a solution to immovable bowels.
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