ROSEVILLE, CA - The California Prune Board (CPB) is deepening its investment in consumer engagement with the return of its annual “Show Us What You’re Cooking with California Prunes” recipe contest. This activation reflects CPB’s broader strategic approach to position California prunes as surprisingly delicious and naturally good for you.

Now in its fourth year, the contest exemplifies CPB’s ongoing efforts to ignite discovery and inspire new ways to use prunes in both elevated and everyday cooking. This year’s contest is grounded in recent consumer research that identified a growing segment of food and cooking enthusiasts — health-conscious home cooks eager to experiment with ingredients that balance indulgence and nutrition.

“In today’s food landscape, consumers are looking for ingredients that do more — offering flavor, function and versatility,” said Kiaran Locy, Director of Brand & Industry Communications, California Prune Board, in the recent release. “California prunes deliver on all three, and this contest helps people rediscover prunes as a dynamic, nutrient-rich ingredient that belongs in their kitchens every day.”

The contest again partners with longtime collaborator Teri Turner of @nocrumbsleft, whose creative approach and trusted voice resonates deeply with home cooks. Last year’s contest garnered more than 500 recipe submissions and over 6 million impressions across Instagram and TikTok, showcasing California prunes’ versatility in everything from vibrant salads and sauces to baked goods and beverages.

Running Oct. 27 through Nov. 17, this year’s contest invites consumers to share their favorite prune-forward dishes on Instagram or TikTok, tagging @caprunes and @nocrumbsleft for a chance to win a $500 Made In gift card, among other prizes.

The contest underscores CPB’s broader effort to move prunes from “snack only” to a go-to culinary ingredient, increasing awareness and driving trial to increase household penetration. Through this multi-layered strategy, CPB is not just sparking creativity — it’s strengthening the foundation for long-term demand growth and premium positioning for California’s prune industry.

For additional information about California prunes, visit californiaprunes.org, and for full contest rules, click here.