“California Raisin Advisory Board”的意思、由来-开放百科全书

The California Raisin Advisory Board (or CalRAB) was a California state marketing commission based in Fresno, California that was created in the mid-1900s to coordinate the regulation and promotion of the state's raisin crop.^[1] The group became most noted from 1986 to 1994 for developing an international advertising campaign using The California Raisins claymation characters.^[1] The California Raisin campaign was funded by an initial grant of US$3 million from the United States Department of Agriculture.^[2] Although popular with the public, the California Raisin campaign eventually failed because its production cost the raisin growers almost twice their earnings.^[2] CALRAB was closed on July 31, 1994 due to disagreements with raisin producers over the fairness of required payments to the organization.^[3] In 1998, the California Raisin Marketing Board, funded by raisin growers, was established to replace CALRAB as the promotional organization for the raisin crop.^[1]

References

1. ^¹²{{cite news|url=http://westernfarmpress.com/california-raisins-moving-consumption-ladder-once-again|title=California raisins moving up consumption ladder once again|last=Cline|first=Harry|date=April 9, 2008|work=Western Farm Press|accessdate=9 January 2014}}
2. ^¹{{cite book|last=White|first=Michael D.|title=A Short Course in International Marketing Blunders|year=2009|publisher=World Trade Press|isbn=9781607800088|page=160}}
3. ^{{cite news|url=http://articles.latimes.com/1994-07-28/food/fo-20641_1_california-raisins|title=Something We Ate: Used to Hear It Through the Grapevine|last=Perry|first=Charles|date=July 28, 1994|work=Los Angeles Times|accessdate=9 January 2014}}

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