Writing for On-line and Broadcast                                        Due Friday, Feb. 9

Write a 250- to 300-word on-line version (print style), as well as a :20-:25 TV reader.

Story: Raisin Taste Tests

Basic Facts

Who: Researchers at the University of California-Davis

What: Taste test with 120 raisin eaters (people who eat raisins at least once a week). Tested preferences for raisins using two different drying methods -- dried on paper trays (the traditional industry method) or dried on the vine. Results: Grapes dried on the vine were fruitier, softer, lighter in color; grapes dried on trays were chewier, stickier, gritty, larger wrinkles.

When: (not relevant for this story)

Where: University of California-Davis campus

Why: Raisin industry looking for new marketing tools, after record low prices from 2000-2003 because of large crops and low demand; looking at feasibility and appeal of different drying methods.

Additional information

Raisin industry stats: California produces nearly all of U.S. supply, approx. 40% of world supply; south San Joaquin Valley has 4,500 raisin growers; yearly harvest -- average of 350,000 tons, worth $333 million.

-- In 2005, approx. 20% of raisin crop was dried on the vine. As proportion increases, so do questions about the quality of raisins dried by various methods. 

-- Sun-Maid Growers, one of the largest producers, offers a small supply of vine-ripened raisins on the online company store.

Background:

-- Grapes on the vine take approx. 1 month to dry; those on paper trays, approx. 10 days

-- Dried-on-the-vine experiments began approx. 40 years ago, but that method does not work well for the Seedless Thompson variety, which 90 percent of growers use.

Quotes

Hildegarde Heymann, wine expert at UC-Davis: "The differences were fairly pronounced."

Heymann: “On average, the consumers don’t care. But a market for those with the distinct preferences might be developed. Raisin growers might be able to distinguish their product by targeting a market that wants their raisins dried one particular way or another.”

Farmer Earl Rocca, 78, raisin grower in Fresno since 1950. Preferred tray-dried raisins.

"I think a raisin should have a certain amount of sweetness and caramel. The (dried-on-the-vine) raisins have the sour tannin flavor that you catch in some wines. I don't care for it."

Matthew Fidelibus, University of California agricultural researcher: "I could see someone doing raisin tasting at Whole Foods, or a recipe calling for a certain kind of raisin based on taste."

For even more information: http://news.ucanr.org/newsstorymain.cfm?story=738