The California Prune Board has welcomed the EU/U.S. tariff agreement announcement, which is set to improve market access for selected American agricultural and fishery goods – including prunes and prune juice – from today (1st July 2026). It follows the Council of the European Union’s formal adoption of the tariff-related elements in the August 2025 EU-US Joint Statement.
Europe is a key region for U.S. origin prunes, supported by long-running trade partnerships built on the reliability of supply and the quality and consistency of product, together with the investment in marketing support that the California prune industry is known for.
With the legislation signed and published in the Official Journal of the European Union[1] yesterday (30th June 2026), the 0% tariff on U.S. origin prunes and prune juice/concentrate is now in effect. The preferential rate is applicable to prunes and prune juice/concentrate arriving from the U.S. from 1st July 2026 onwards. The move gives European trade partners easier access to high-quality California Prunes and is also set to expand choice for consumers at a time when interest in natural and healthy foods is increasing.
According to a Nomisma survey conducted for the Coop Report 2025[2], 66% of Italian consumers say they prefer healthy foods and intend to increase their consumption of fruit and vegetables while reducing their intake of sweets, cured meats, and red meat. At the same time, demand for simple, natural products made with recognisable ingredients continues to grow, highlighting the increasingly important role that wellbeing plays in Italians’ food choices.
Given that fibre intake in Italy remains below recommended levels, with most adults consuming an average of around 18 grams per day compared with the recommended 25-30 grams[3], improved access to US-origin prunes could help increase the availability of a naturally fibre-rich food. Prunes are a source of fibre and vitamin K and provide a range of vitamins and minerals. They also benefit from an authorised European health claim stating that prunes contribute to normal bowel function when consumed at a daily intake of 100 grams.
The premium quality, culinary versatility, and nutritional profile of California Prunes are at the heart of the California Prune Board’s global communications and promotional activities, including its ongoing programmes in Italy. These initiatives are designed to engage both trade stakeholders and consumers, highlighting the opportunities California Prunes offer across a wide range of consumption occasions and applications.
“We welcome this significant step between the U.S. and the EU, and would like to thank the U.S. Administration, the European Commission, the European Parliament and the Council of the European Union for working together on this landmark agreement. It removes existing tariff barriers, levels the playing field and gives importers easier access to high-quality California Prunes, and we are delighted for the opportunities this will give not only our EU trade partners but also consumers” comments Esther Ritson-Elliott, Director of International Marketing and Communications for the California Prune Board. “As a versatile and naturally nutritious product, California prunes offer strong potential for food manufacturers as an ingredient in sweet and savoury products, and in commercial bakery. Retailers can also benefit from their appeal across snacking and health food categories.The distinct, concentrated sweetness and size of California prunes, coupled with their recognised health benefits, makes them a simple, nutritious snack and ingredient for European consumers ”, concludes Ritson-Elliott.
[1] https://eur-lex.europa.eu/eli/reg/2026/1455/oj
[2] GDO e nuove abitudini alimentari: l’indagine Nomisma per il Rapporto Coop, Febbraio 2025
[3] Dietary patterns of adults in Italy: Results from the third Italian National Food Consumption Survey, INRAN-SCAI – June 13, 2025