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Dorothy Copus Brush Prunes or dried plums
-- Help! I'm surrounded by piles of paper, and
before I get squashed it is time to clean out that file marked
"this 'n that." Are you still finding prunes on your grocer's
shelf? That will change shortly. Prunes, by definition, are dried
plums. In this country prunes have been called prunes since the
prunier or plum tree was introduced to California farmers in
the 1800s. That tree became an important part of the state economy.
California produces 99 percent of all domestically grown prunes
and 70 percent of the world's supply. Several years ago someone on the California
Prune Board suggested a name change. This group represents 1,250
growers and 22 packers of the fruit. Quietly, research began
with the most likely grocery buyer, women. These studies revealed
that females from ages 35 to 50 agreed a name change would be
positive. The battle began to change prunes to "dried plums." Armed with their statistics, the board began
lobbying the U.S. Food and Drug Administration to allow the change.
Backed by a $10 million budget for advertising, education, promotion
and public relations they pulled out all the stops in a two-year
lobbying campaign. Their efforts were rewarded, and the FDA agreed
to a gradual transition. For two years labels will carry both
names, pitted prunes and dried plums. During that period the
public will be bombarded with advertising "fresh fruit goodness."
At the end of two years the name "prune" will disappear
from labels. The one exception is in the juice department where
the product will still be prune juice. That august body who started the whole thing
changed their name to the California Dried Plum Board. What silliness!
To me the word dried is a turn-off. * * * * * * There has been a long line of Smokey masqueraders
and for nine years they have competed in the College National
Mascot Championship. Auburn's Aubie usually took home the gold.
Then a year ago Smokey, portrayed by Andy DeVault, outdid 15
other contestants and brought first prize back to Knoxville.
He graduated that year and the suit was passed to Jason Vickers.
He, too, won the gold over 12 other mascots this year. Smokey
is on a roll! * * * |