The California Prune Board (CPB) is sharpening its position in the global nutraceutical arena after securing support under the US Department of Agriculture’s Market Access Program (MAP), signalling a strategic push to elevate California Prunes from a dried fruit staple to a clinically backed functional ingredient.
Although MAP funding, administered by the Foreign Agricultural Service (FAS), is traditionally viewed through a trade lens, CPB’s export strategy increasingly centres on science-led health positioning.
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