Press release

             Warsaw  , 7th of December 2016

      California Prunes the best in food industry

“The Friend from California” has been acknowledged the best public relations food sector campaign in Golden Clips 2016, leading Polish PR awards.

 The cold evening of December, 2 in Warsaw turned out to be remarkably hot for prune industry from the sunny California. During the final gala of the most prestigious Polish PR industry contest - Golden Clips, the best PR campaigns have been awarded. “The Friend from California”, conducted by California Prune Board to strengthen California Prunes market in Poland, received the highest award given by the Jury in food industry sector – the Silver Clip. In addition, the campaign was ranked within 3 best projects nominated in the important category of effectiveness.




















It is an honorable award. Last years of our activity in Poland have proved that local consumers love California Prunes. And this feeling is mutual! We are working with outstanding journalists and fast growing food blogosphere. Talented Polish chefs continually give prunes a new culinary face. We are focused not only on sending messages to the market, but also on listening to our target group and preparing content that can be – literally – consumed with great taste. Being a winner and a contest debutant at the same time is a great honor and we would like to thank the Jury for recognizing our efforts. The fact, that such superbrands as Coca-Cola and E. Wedel were nominated in our category, proves the highest level of the competition. – comments Esther Ritson–Elliott, European Marketing Director, California Prune Board (Europe).


On the Polish market, People PR firm has been in charge of campaign’s strategy and execution with the team of: Kamila Wardyn-Kopera, Ph.D. – Partner, Michał Kopera – Partner, Paulina Mizia – Junior Account Executive and California Prune Board (Europe)’s team: Esther Ritson-Elliott, European Marketing Director, Maxine Broderick – European Marketing Manager. Nutrition consultants are Jennette Higgs, RD and Barbara Dąbrowska-Górska.

List of all awarded campaigns can be found here:



Press contacts:
Michał Kopera | | +48 666 309 812

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About California Prune Board

Who are CPB? The California Prune Board, under the authority of the California Secretary of Food and Agriculture represents the entire 900 prune plums growers and 29 prune packers of California, which is the largest producer of prunes in the world and known to be the best quality due to the regions’ rigorous harvesting techniques and quality control assessments. The premium produce is supplied to 72 countries worldwide and the region contributes 43%  of the world’s prune supplies and 99% of the United States’ prune supplies.

The California Prune Board EU office is based in the UK, is responsible for the market development, advertising, public relations, sales promotion, education initiatives, market research and nutrition research.  California Prune Board has been working in the UK and Europe for the past 25 years, raising the profile of California Prunes as a healthy and nutritious commodity product. More information:

                                                                                                                                                          “Friend from California” – information about the campaign

“Friend from California” is the name of information campaign organized by California Prune Board in Poland. Its main aim is to familiarize the Poles with health benefits, quality and versatility of California Prunes. The “Friend from California” campaign will include a number of initiatives addressed to consumers, business partners and media such as for instance: publication of research, press briefings or cooking workshops. More information can be found under and