California Raisin Advisory Board

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The California Raisin Advisory Board (or CALRAB) was a California state marketing commission based in Fresno, California that was created in the mid-1900s to coordinate the regulation and promotion of the state's raisin crop.[1] The group became most noted from 1986 to 1994 for developing an international advertising campaign using The California Raisins claymation characters.[1] The California Raisin campaign was funded by an initial grant of US$3 million from the United States Department of Agriculture.[2] Although popular with the public, the California Raisin campaign eventually failed because its production cost the raisin growers almost twice their earnings.[2] CALRAB was closed on July 31, 1994 due to disagreements with raisin producers over the fairness of required payments to the organization.[3] In 1998, the California Raisin Marketing Board, funded by raisin growers, was established to replace CALRAB as the promotional organization for the raisin crop.[1]

References[edit]

  1. ^ a b c Cline, Harry (April 9, 2008). "California raisins moving up consumption ladder once again". Western Farm Press. Retrieved 9 January 2014. 
  2. ^ a b White, Michael D. (2009). A Short Course in International Marketing Blunders. World Trade Press. p. 160. ISBN 9781607800088. 
  3. ^ Perry, Charles (July 28, 1994). "Something We Ate: Used to Hear It Through the Grapevine". Los Angeles Times. Retrieved 9 January 2014. 

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