When I first saw those California Raisins singing and dancing to Marvin Gaye's "I Heard It Through the Grapevine," my first reaction was jealousy. I wanted to be one of those raisins -- and to be having that much fun. My second reaction was that I was witnessing some very good advertising that was about to change the way food boards and associations would be promoting their products. Well, it's taken a few more years than I thought (or hoped), but finally we are seeing a glimmer of change ...

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