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.
Research from EIT Food shows that 51% of European consumers[2] say they want to eat more healthily. Meanwhile Innova Market Insights reports that clean-label and natural foods play an important role in healthy eating, with 30% of European consumers[3] choosing natural food for its inherent nutritional value.
With many European adults consuming less than the recommended levels of dietary fibre, improved access to U.S.-origin prunes could also support wider availability of a naturally fibrous food. High in fibre and vitamin K, and a source of a range of vitamins and minerals, prunes are subject to an authorised European health claim stating that dried plums/prunes can contribute to normal bowel function when 100g are consumed daily.
The health benefits, versatility and provenance of California prunes are key areas showcased by the California Prune Board through integrated marketing campaigns targeting existing customers and new audiences.
Esther Ritson-Elliott, Director of International Marketing and Communications for the California Prune Board, says: “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.”
Esther concludes: “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.”
