A Prune by Any Other Name

The delicious, healthful prune has long had a cross to bear: It’s best known for making people poop. In the late 1990s, the California Prune Board set out on a quixotic mission to amend this sales-flattening reputation. It would attempt to rechristen this ancient fruit in the hopes the prune could one day be as unencumbered as an apricot, a raisin, or a fig. 

In a world where every product and person increasingly believes it’s one good rebrand away from changing how they are seen, the story of the prune’s attempt to become the “dried plum” is a telling tale about the impossibility of escaping who you really are—and the freedom that comes with self-acceptance. 

You’ll hear from Richard Peterson, retired Executive Director of the California Prune Board; food writer and chef David Liebovitz; lawyer and lobbyist Dan Haley; and Kiaran Locy, Director of Brand and Industry Communications at the California Prune Board.

This episode was written by Willa Paskin. It was edited by Evan Chung, our supervising producer. It was produced by Katie Shepherd. Decoder Ring is also produced by Max Freedman. Merritt Jacob is Senior Technical Director.

If you have any cultural mysteries you want us to decode, email us at [email protected] or leave a message on our hotline at (347) 460-7281.

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