Richard Matoian Manager

The CFAB has been active in implementing changes on what we do and how we look.  Last Fiscal Year the CFAB adopted a new organizational logo, developed a new informative website and released an “entertaining brochure” featuring a number of new, innovative recipes.  A new “fig baking” brochure is also nearing finalization and a new nutritional brochure is in the works.

The CFAB also completed 3 recipes releases throughout the last year, two with Ferrari-Carano wines and one with Clabber Girl Baking Soda.  These releases were picked up by newspapers throughout the nation resulting in incredible exposure for our commodity.  The success of these recipe releases are measured by the circulation of the newspaper and the equivalent amount of ad space that it would cost to get such exposure.  In all, these recipe release resulted in placement in over 775 newspapers, resulting in an advertising equivalent of over $265,000.

In the area of research, last year the California Fig Advisory Board began a new research project at Loma Linda University to examine the effect of fig consumption on lowering serum cholesterol levels.  This is a very promising study that can tout the health attributes of figs.  Results from that research will be available in July, 2006.

Joint promotion efforts continue with Kraft/Nabisco.  They have put a significant amount of time and resources into promoting Fig Newtons’ and the benefits of figs!  Sponsorship at the Boston Marathon and at a number of triathlons, including the Ironman Triathlon has jointly given figs and Fig Newtons’ exposure to additional audiences throughout the U.S.  The public relations effort climaxed during Fig Fest with proclamations signifying National Fig Appreciation Week during August.

And if Fig Fest and Fig Appreciation Week weren’t enough, on August 15, 2005 figs went live nationwide!!  A live satellite broadcast from a fig orchard featured triathlete, Heather Golnick; Registered Dietician, Jackie Newgent; and myself.  Via a live satellite feed, we presented information to national television and radio audiences regarding the healthy, natural and nutritional virtues of figs and Fig Newtons’.

Also, Kraft/Nabisco’s addition of 100% whole grain Fig Newton’s, has met with very positive acceptance by consumers nationwide.  The 100% whole grain Fig Newtons’ are available in both bar and cookie form.  There are a number of other positive developments coming from Kraft/Nabisco on the Fig Newtons’ line that I will discuss in the future.

In December 2005, USDA announced another purchase of figs.  USDA’s purchased 6,000,000 pounds of dried figs.  USDA’s ability to help alleviate surplus product is beneficial in stabilizing supply and demand factors within our industry.

In our worldwide marketplace, we have many worthy competitors’ of figs.  In order to compete in this worldwide marketplace, we must continue to market the advantages of California figs.  This includes our rigorous grade and quality standards, our two mandatory inspections as well as our ongoing food safety standards.

We hope that you have found this website a useful tool in increasing your knowledge and appreciation of our unique, nutritious and wonderful fruit.  And remember to make California figs a part of your life, whether it be for snacking, appetizers, main dishes or desserts.

Richard Matoian

Manager