Jeff Smutny Part 2: Reinventing California Raisins for a New Generation

On today’s episode of the AgNet News Hour, Jeff Smutny, president and managing director of the Raisin Administrative Committee (RAC), returned for Part 2 of his conversation about the future of California raisins. This time, the focus turned toward rebuilding demand through innovation, modern marketing and reaching a new generation of consumers.

Smutny believes innovation will be critical. Raisins are no longer competing only against other traditional dried fruits. Today's snack aisle is crowded with new products, making packaging, flavors and new uses increasingly important.

He pointed to efforts such as sour-flavored raisins and other product innovations as examples of how the industry can make an established commodity relevant to younger consumers.

"There's room to grow in that space and maybe even expand our category overall," Smutny said.

Schools could also play an important role. Smutny called the school lunch program "huge" for the industry and said introducing children to raisins as an all-natural snack could help develop consumers at an early age.

Meanwhile, California growers themselves may need to continue changing.

Converting older vineyards to newer trellis systems can cost approximately $20,000 to $22,000 per acre, according to Smutny. However, newer varieties and production systems have the potential to dramatically increase yields while reducing dependence on expensive labor. The industry is also researching varieties that mature earlier, resist mildew and produce four to five tons per acre.

Marketing may ultimately be just as important as production.

Smutny said social media offers an opportunity to specifically reach parents and families through chefs, dietitians, nutritionists and other digital creators. He also wants the industry to increase its presence at trade shows to reach food manufacturers, school lunch decision-makers and other major buyers.

California raisins also face growing competition from Turkey, South Africa and South America. Smutny said the industry is examining ways to ensure imported raisins entering the United States face appropriate grades and standards comparable to requirements placed on California producers.

Despite the challenges, Smutny remains optimistic.

His goal is to reverse declining acreage, increase global and domestic demand, encourage adoption of higher-yielding varieties and find new ways to put California raisins in front of consumers.

Listen to Part 2 of the full interview below or on your favorite podcast app.