Lance said Sunsweet’s market studies show that “we’re getting much more traction in the 15 to 25 age group, and “Sunsweet Ones,” individually wrapped pitted prunes, are extremely popular in the 25 to 35 age group. Among the multiple prune juice jokes Carson made as his on-air character Carnac the Magnificent: “What do you call a drink made with un-cola and prune juice?” “Unleash.”

That also provided material for 1960s to ‘70s-era comedians, including Johnny Carson. Much of that was linked to prunes’ high fiber content, making them a natural laxative. Lance is quick to note that prunes, and especially Sunsweet’s popular prune juice brand, were long regarded as products for older consumers. “It’s something that’s absolutely natural, preservative free … and the healthy attributes are known in a time frame where people are looking at ways to manage their health.” “I think for most of us, it’s the underdog fruit,” said Dane Lance, Sunsweet’s president and CEO.

The nearly 300-grower entity also touts itself as the largest dried fruit cooperative in the world. That’s only part of the story of Sunsweet Growers, marking its centennial this year in Yuba City, where its headquarters includes 1.2 million square feet under roof - the largest plum-processing center on the planet and employing more than 700. You watch your product go from being perceived as a staple for senior citizens to an emerging go-to snack for health-conscious millennials. Your prunes can seem lost amid California’s massive agriculture industry, but a 21st century surge boosts annual sales to around $325 million.

You can lose your biggest export market in the run-up to World War II, yet rally in the postwar era to see almost half of your product shipped abroad. A lot can happen in the prune business over 100 years.

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