Rename Prune Festival? Chamber says it's unlikely
Grower's board wants name of event changed to 'Dried Plum Festival'
By Erin Mayes
Perhaps the word "prune" has lost its appeal, if it ever had any. The definition of prune is simply "a dried plum," which is exactly what the California Dried Plum Board, formerly the Prune Board, wants the meaty little fruits to be called from now on.
Dried Plum Board Executive Director Richard Peterson says the new name is more "appealing to new, younger users," than the shameful and embarrassing "prune."
The Sacramento-based board changed its name officially in November 2000, and the Food and Drug Administration has even approved the name change.
Campbell Chamber of Commerce Executive Director Betty Deal says the city was, at one time, the No. 1 exporter of prunes in the world. She says she's not hot on the idea of changing the name.
Deal says Campbell's annual Prune Festival will not be changing its name to the Dried Plum Festival, as the board wishes, partly because the prunes that were originally produced in Campbell were just a little different.
"It may be a member of the dried plum family, but it's a prune-plum," she says. "You can change a lot of things, but you can't change our heritage."
Even though the California Dried Plum Board has asked the Chamber to change the name of the festival, Deal says it will retain its identity as one of only two prune festivals in California. The other festival takes place in Yuba City.
The "dried plum" moniker is being tested out in different areas, Deal said, and the board's website confirms this.
"Activities, such as celebrity chefs showcasing dried plum usage, media appearances with respected culinary professionals, sampling events in various markets across the country, and outreach to opinion leaders in food and nutrition, will continue to spread the word that dried plums are a convenient, great-tasting snack and ingredient," according to www.prunes.org.
So, why is the board so concerned about the image that is conjured up by the word "prune?" It could be a matter of self-preservation. According to its site, California produces 99 percent of all the dried plums in the United States--approximately 70 percent of the world's supply--so, if the prune industry shrivels up, so does the board.
This year marks the 23rd anniversary of Campbell's Prune Festival, which will take place May 19 and 20, along E. Campbell Avenue and Civic Center Drive.
Campbell, California
