The humble raisin: it’s hard to imagine that dried grapes are at the center of one of the longest running business wars in the United States. But with almost all of the country’s raisins coming from a small area in California’s Central Valley, it is a brutal and cutthroat industry. In the early 20th century a few wealthy raisin growers decided to form a collective called Sun-Maid. After the government mandated that 85% of growers join the collective, Sun-Maid executives used violence and intimidation to get farmers to join. The farmers who held out had little bargaining power and were forced to accept lower prices. But in the 1960s, the independent farmers banded together to fight back. They founded the Raisin Bargaining Association to negotiate higher prices, setting off a power struggle that would last for decades. Support us by supporting our sponsors! Quartz - Just go to QZ.com for 50% off membership and enter code BW. And our friends at LinkedIn are back with a new season of Hello Monday with Jessi Hempel. Listen wherever you listen to Business Wars. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In the midst of their heated negotiations over the price of raisins, the CEO of Sun-Maid and the head of the Raisin Bargaining Association face off, each making their pitch about the state of the raisin industry and the road forward. It’s the first time the two men have been able to appeal directly to the farmers themselves. The farmers must decide whether to follow Sun-Maid’s plan for a lower price for their raisins but a more robust market overall -- or stand by the R.B.A. and a higher price for raisins. Their choice will shape the raisin market for decades to come. Support us by supporting our sponsors! See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.