The January 26 edition of the AgNet News Hour focused on a crop that helped build the Central Valley—but is now fighting for survival: California raisins. Hosts Nick Papagni and Josh McGill welcomed legendary raisin industry leader Kalem Barserian, former CEO of the Raisin Bargaining Association, for a blunt, behind-the-scenes look at why raisin consumption is falling, why growers are struggling, and what it will take to keep the industry alive.
Barserian, who’s spent 65 years in the raisin business, explained that California used to dominate the world raisin market. But today, the state has dropped to fourth globally, and he warned it could slide even further. The biggest issue isn’t just foreign competition—it’s demand. “People aren’t eating dry grapes,” Barserian said, pointing to changing consumer habits since COVID, more snack options on grocery shelves, and a major lack of domestic advertising.
The numbers paint a stark picture. In 2016, California shipped about 320,000 tons of raisins. Last season, that total fell to around 170,000 tons—nearly cut in half in less than a decade. Production this year is expected to land near 180,000 tons, which means if sales don’t increase, surplus inventory will keep growing and prices to growers will stay weak.
Barserian also emphasized how rapidly raisin grape acreage has collapsed. He said California once had about 280,000 acres of Thompson Seedless raisin grapes in 2000—but now that number is down to roughly 70,000 acres, with another 20,000 acres in newer overhead drying systems. He predicted that within ten years, traditional Thompson vineyards could be nearly gone, replaced by newer varieties and drying methods that are fully mechanized and more reliable in unpredictable weather.
A major focus of the episode was a critical meeting in Washington, D.C., where raisin industry leaders were meeting with USDA to request additional government support. Barserian said USDA has already committed to purchasing $20 million worth of raisins, and the industry is pushing for another $70 million to support school lunch and food assistance programs. If approved, that could remove roughly 15,000 tons from the supply chain and help stabilize the market.
Nick and Josh also debated the marketing problem—especially how to get kids eating raisins again. With milk and other products using colorful packaging and fun messaging to reach young consumers, Papagni argued raisins need that same energy, even suggesting the return of the classic “Dancing Raisins” campaign. Barserian agreed that the old campaign worked, but stressed that private-label dominance makes generic advertising difficult unless the industry unites behind a bigger effort.
The takeaway from this episode was clear: raisins aren’t just a snack—they’re part of California’s farming identity. But if growers are going to survive, the industry needs stronger demand, stronger support, and a path forward that rewards farming families instead of pushing them out.
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