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With the raisin industry facing problems such as oversupply and foreign competition, The California Raisin Marketing Board in Fresno, Calif., wants to make sure food manufacturers and bulk-food purchasers specify California raisins when they order the dried fruits.
To spread the word, the CRMB enlisted the help of Evans, Hardy + Young, in Santa Barbara, Calif., which handles media buying and public relations for the board.
“We need to let [purchasers] know that not all raisins are from California,” said Judy Hiri goyen, vp of marketing for the board.
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