Don Curlee: Raisins fighting Craisin attack
In the food marketing arena, California's raisin industry is engaged in open warfare with the supplier of those wrinkled cranberries called Craisins. And the really big artillery is yet to be deployed.
Even with a substantial value of $531 million in 2011, the state's raisin industry is the David in this conflict, while corporate cranberry giant and conglomerate Ocean Spray is the Goliath. Raisin growers and marketers hope that the five smooth stones in their arsenal will be enough to win the battle.
Raisin industry leaders were taunted initially when the cranberry folks chose the Craisin name to describe their crinkled product. No doubt, somebody in the cranberry camp perceived that the traditional appeal of raisins might transfer to the cranberry snack if it appeared that the two were related. Raisins, Craisins, cousins perhaps. Others might assume that some of the natural goodness of raisins had found its way into the tart berries.
The California Raisin Marketing Board in Fresno is working with its marketing and communications battalion to set the record straight, pointing out that raisins and dried cranberries do not share the same sun-baked natural goodness and sweetness. They have found that some believe the cranberry product is a raisin infused with mouth-puckering tartness.
So, the fight is on. Raisin growers received reconnaissance direct from the battlefield when they attended the Grape and Raisin Symposium in January, an annual industry-wide event held in Easton in Fresno County, not far from the very heart of raisin production country. They seemed pleased to learn that the battle to protect the integrity and the profit of their lovingly grown product is fully engaged.
Ron Barber, one of the front-line generals from the raisin industry's advertising and public relations unit, gave them a taste of battle strategy and reminded them why the skirmish is so strategic. He reminded them how important it is for any product to retain or expand its market share.
Many growers, more familiar with plowshares than market share, listened intently. Barber convinced them that raisins dominate their category of the snack, breakfast food and cookie markets, but the crumbling cranberries keep attacking.
His most encouraging report concerned the latest weapon developed by his battle-wise associates. They have learned from focus groups that the term "sugar added" causes a severe reaction among most homemakers, something akin to a positive pregnancy test reading.
And the Craisin creators can't dodge the fact that the only thing between a dried cranberry and perpetual pucker is a generous helping of, you guessed it, "sugar added."
For now, that finding amounts to the largest and smoothest stone in the raisin industry's weapons holster. The front-line fighters are itching to fit it into their sling and twirl it forcefully at Goliath's helmeted head.
Marksmanship will be important. Oozing with the natural sugar that all raisins contain, the fruit itself will be the number one recruit. Of course, reserve troops such as versatility (for cookies, confectionery, pies, desserts and salad assignments) and a reputation for taste and healthful goodness will stand staunchly behind the lightly armed David.
It is well-known even among the Craisin crowd that the raisin raiders are in top shape, even though a few years separate them from that strenuous tour of duty when they served as some of the most captivating dancers in the world.
Of course, heroic David also performed some awesome dance steps as he publically celebrated one battle unclothed. So maybe it will come down to naked raisins versus naked cranberries. The bare truth must be in there somewhere, and that's worth fighting for.
CONTACT Don Curlee at agwriter1@sbcglobal.net
