Exhibiting at Thaifex - Anuga Asia 2025

The Raisin Administrative Committee (RAC), operating under the USDA Federal Marketing Order, is the official representative and marketing body for the California raisin industry. With a regional hub in Singapore, RAC actively promotes California Raisins throughout Southeast Asia, positioning them as a premium dried fruit ingredient in retail, food service, and manufacturing sectors.

Core Business

RAC is responsible for the administration, promotion, and export development of California Raisins, which represent nearly all raisin production in the United States. As a federally mandated non-profit organization, it operates in collaboration with the U.S. Department of Agriculture (USDA) to manage marketing initiatives, enforce quality standards, collect and disseminate market data, and support industry development.

Product and Service Offerings

While not a commercial seller, the Raisin Administrative Committee provides an array of trade services and promotional tools for stakeholders across the value chain:

• Marketing & Promotion

  • Consumer education campaigns in Asia, including Singapore and neighboring ASEAN markets
  • Participation in international food expos and culinary competitions

• Trade Support

  • Industry statistics and market intelligence
  • Trade matchmaking services for importers and food manufacturers

• Educational Materials

  • Recipe development support
  • Nutritional data and health claims substantiation
  • Professional chef collaboration for foodservice innovations

• Digital Resources

  • Free downloadable brochures, promotional videos, and culinary content

These offerings are designed to elevate the profile of California Raisins as a healthy, versatile ingredient for both direct consumption and processed foods.

Specialisation and Core USP

The Committee’s unique position stems from its focus on a single commodity—California Raisins. Key strengths include:

• Backed by USDA regulatory oversight
• Funded by raisin growers and handlers in California’s Central Valley
• Access to exclusive industry data, including crop reports, pricing trends, and global demand forecasts
• Expertise in market-specific branding, with tailored campaigns for Asian culinary cultures

This deep commodity focus allows RAC to develop precise, research-backed marketing strategies that boost raisin demand worldwide.

Financials

As a USDA Marketing Order, RAC is publicly funded through assessments on raisin handlers, not through product sales. While it does not publish commercial revenues, its budget allocations and campaign scope indicate strong industry support. California's raisin sector has historically produced over 250,000 metric tons annually, valued at more than $400 million USD, with a significant portion supported by RAC marketing efforts.

Shipments and Export Data

According to USDA and RAC reports:

• California is the largest producer of raisins globally, supplying over 40% of the world’s raisins
• In 2023, the ASEAN region imported over 12,000 MT of California Raisins
• Major ASEAN importers include Singapore, Malaysia, Thailand, and the Philippines

RAC’s Singapore office plays a pivotal role in coordinating export strategies, regulatory navigation, and partnership development across Southeast Asia.

Target Market

RAC’s efforts cater to a broad audience across B2B and B2C sectors:

• Importers and distributors of dried fruits
• Bakeries and food processors seeking natural sweetening agents
• Retail brands and supermarkets offering healthy snack products
• Chefs and foodservice operators integrating raisins into local cuisine
• Health-conscious consumers seeking natural, iron-rich dried fruits

Their promotional messaging emphasizes health, natural sweetness, and culinary versatility.

Capabilities

RAC’s organizational infrastructure supports:

• Multi-lingual marketing teams across the ASEAN region
• Partnerships with nutritionists, food scientists, and culinary experts
• Active digital presence across social media and recipe platforms
• Collaborations with international schools, culinary academies, and trade events

These assets enhance their ability to shape raisin perception and drive sales regionally.

Certifications and Compliance

All California Raisins promoted by RAC are:

• Grown under USDA regulations, with controlled use of agricultural inputs
• Certified Kosher and Halal, depending on producer
• Compliant with FDA and international food safety standards

Their marketing campaigns highlight certifications to enhance trust among international buyers.

Customer Testimonials

While RAC is not a direct seller, endorsements from stakeholders reflect its value:

"California Raisins have helped us improve our clean-label bakery formulations—thanks to RAC's technical support."
– Bakery R&D Director, Singapore

"RAC’s ASEAN outreach has been vital in raising awareness and expanding the market for U.S. raisins."
– U.S. Agricultural Trade Officer, USDA FAS

Major Achievements

• Successfully increased California Raisin exports to Asia by 15% over the past five years
• Hosted annual California Raisin Culinary Competitions across ASEAN
• Recognized by international trade associations for excellence in agri-food promotion
• Developed extensive multilingual recipe libraries and educational content for food professionals

The Raisin Administrative Committee stands as a premier example of commodity-focused international marketing, bridging the gap between U.S. growers and Southeast Asian markets through data-driven promotion, nutritional advocacy, and trade facilitation.