How the CEO of Sun-Maid came up against the ‘raisin mafia’ when he tried to modernize the raisin industry

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Sun-Maid golden raisins. Photo credit: Willis Lam/CC BY-SA 2.0, via Flickr

Millennials get blamed for killing a lot of things: napkins, marriage, department stores. The raisin has been inching closer to that kill list. So a couple of years ago, the new CEO of Sun-Maid tried changing the fortune of the lowly American raisin, which come exclusively from the Central Valley. He ended up getting harassing phone calls, intimidating letters, and even a few death threats from what he describes as the “raisin mafia.”