PRESS KIT The California Cling Peach Board Backgrounder Purpose: The California Cling Peach Board (CCPB) was founded in May of 1996 to better serve the California Cling Peach growing community and to promote the consumption of processed Cling Peaches. History: The first Peach Program was made effective under the Marketing Act on August 4, 1937. The California Cling Peach Advisory Board reorganized to form the current group, the CCPB, in 1996. Philosophy: To represent the California Cling Peach industry’s interests effectively and efficiently. Goals: The CCPB aims to enhance both domestic and international markets for the California Cling Peach industry. Mission: The CCPB works to create an environment that enhances the use of Cling Peaches through promotion, advertising, consumer education, production and marketing research, establishment of grades and standards, and compilation of industry statistics. Strategies: In order to achieve its goals, the CCPB works to: Emphasize the nutritional benefits and ease-of-use of California canned Cling Peaches Promote California canned Cling Peaches as a deliciously convenient way to work towards satisfying the 5-a-day nutritional recommendation Provide easy access to recipes and information (including nutritional studies and research) on a new website Remind consumers and foodservice professionals of the importance of buying US products Increase national awareness of California Cling Peaches through a new public relations campaign Provide growers with information about current production, scientific studies, and other data Communicate with the grower community to ensure that the CCPB is achieving its goals Challenges: In working to enhance the global market for California canned Cling Peaches, the CCPB faces intense challenges from foreign competitors. California growers’ abilities to sell their Peaches have been severely limited by excessive European Union subsidies for European producers, specifically the Greeks. Additionally, exceptionally low production costs in China and South Africa have enabled growers in these two countries to capture large shares of traditionally US controlled markets. The CCPB must overcome these competitive advantages in order to accomplish its goals. Benefits: The California Cling Peach Board serves California growers by acting as a representative force which attempts to overcome the challenges of the current global market.
Contact:	Ginny Hair Echo Communications 510.654.5400 ginnyh@echopr.com
- or -	Jim Melban California Cling Peach Board 559.595.1425 jim@tabcomp.com