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Table Grape Ads Feature Growers

California Table Grape Ads Feature Growers

By Charmayne Hefley, Associate Editor

Kathleen Nave, California Table Grape Commission president

In an effort to shed a more positive light on agriculture and the growers who cultivate the food we eat, some advertising campaigns are focusing on bringing growers to the forefront. Kathleen Nave, president of the California Table Grape Commission, said this is exactly what the Commission’s campaign has been doing, and it has been receiving positive feedback. “The heart of the global campaign the Commission is fielding,” Nave said, “is very much about California table grapes and the heritage that growers bring to the table—the years of understanding the art and the science that go into growing table grapes.”

The California Table Grape Commission has generated commercials that focus on the family aspect of California’s grape growers and can be seen on Food Network television. “The heart of the campaign of table grape ads,” said Nave, “is basically branding California and the growers of California table grapes. We’ve portrayed our brand this way, in this particular campaign, for about eight years, and it really resonates. A National Consumer research study of the four advertising commercials we are currently fielding on the Food Network revealed very high marks.”

Nave explained the commercials help to create trust between consumers and growers by showing consumers the faces behind their food. “The two commercials that feature growers’ families interacting with one another, one set in a vineyard and another at home, resonated the highest with consumers,” Nave said. “Consumers have a huge amount of trust for growers. There is a hunger among consumers—not only in the U.S., but in other parts of the world as well—to understand who is growing the food they bring home to their own families. So showing consumers a California table grape ad that features the grower, the grower’s family, and their vineyard, really resonates. So the campaign is working well. I think it’s a campaign that we will be continuing.”

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Links:

California Table Grape Commission

Grapes from California “Family Dinner” tv commercial

Grapes from California “Generations” tv commercial

Patrick Cavanaugh2016-05-31T19:27:07-07:00October 13th, 2015|

California Table Grape Commission

Kathleen Nave on the Table Grape Commission

By Charmayne Hefley, Associate Editor

Before the California Table Grape Commission was established in 1968, only 1.7 pounds of grapes were consumed per person annually, according to Kathleen Nave, president of the organization. She said the Table Grape Commission began at the request of growers working with California’s legislature to better promote grapes. Today’s annual consumption rate is 8 pounds of grapes per capita.

“I had talked to some of the founding fathers back in the late 50s, early 60s,” Nave said. “They told me there were so many changes happening in the world and in the retail environment at that time, they were afraid of losing the land their families had immigrated to from around the world. So they wanted to come together and pool a little bit of money from every box of grapes they sold to be overseen by the state of California and a board of table grape grower directors to increase demand for their product. “To this day, the Table Grape Commission is still governed by growers who are nominated by their peers in each district in which grapes are grown in the state,” Nave said, “and it is all overseen by the California Department of Food and Agriculture.”

While the Table Grape Commission continues to promote table grapes and to create a domestic demand for them, Nave said the Commission is reaching beyond this basic consumer base, to foreign consumers. “Everything we do is designed to create demand,” Nave said, “to get that retailer to put more California grapes on the shelves, to promote and advertise them more often, to encourage that importer to bring grapes in, and to get consumers to go into their grocery stores and ask, ‘Where are the California grapes?’”

Patrick Cavanaugh2016-05-31T19:27:07-07:00October 12th, 2015|

Outlook on California Poultry

Bill Mattos: Outlook for California Poultry Industry

By Charmayne Hefley, Associate Editor

California’s poultry industry has a positive outlook for the coming year despite the recent outbreak of the highly pathogenic avian influenza plaguing the rest of the nation’s poultry industry. Bill Mattos, president of the California Poultry Federation, said the coming year will see chicken overtaking beef.

“We’re learning from a lot of economists that we are going to have an exciting year for poultry next year and into the future,” Mattos said. “It looks like chicken is taking over beef next year, and all of poultry will be ahead of the red meats. We love our beef and pork friends, but we’re passing them. It looks like the healthfulness of chicken and the capacity to grow locally—everything in California—is looking good for the poultry industry. And we’re excited. We think the chicken and turkey industries will have a good year coming up.”

And although the price of corn is still higher in California versus nationally, Mattos said this industry is still doing well. “We still pay about a dollar or more a bushel for corn in California. But prices are outstanding compared to what they were two or three years ago, so our companies are making some money.”

With the flyways, or bird migration, coming back this fall, Mattos said the California poultry industry is prepared with increased biosecurity on their farms and ranches to prevent an avian influenza outbreak. Mattos said, “It’s very important that we make sure our companies are locking down their facilities—keeping visitors off and maintaining a biosecurity that’s first in the nation—because any type of bird flu that could invade here and spread would devastate the marketplace.”

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California Poultry Federation

Patrick Cavanaugh2016-05-31T19:27:07-07:00October 9th, 2015|

Food Security – Inspections on Imports, Part 2

Rachel Martin on Food Security – Inspections on Imports, Part 2

By Charmayne Hefley, Associate Editor

This is the final segment of a two-part series with national chairman of Homeland Security for the National Federation of Republican Women, Rachel Martin on food security – Inspections on imports into the United States.

Due to budget cuts, as reported in Part 1, the Department of Homeland Security inspects only 1 in every 60 containers arriving in the U.S. This ratio brings up two issues, according to Martin: (1) the threat of terrorism and (2) concern over food safety. Failure to properly inspect imported containers exposes American citizens to toxins in imported goods that don’t meet the same regulatory standards as food products produced in the United States.

“When you’re doing things en masse,” Martin said, “and the [containers with imported food] are not being inspected, many dangers can come into the country that can kill people—especially the elderly and kids because we know they are more susceptible to bacteria and chemical toxins.”

While she is aware of the potential for accidents and mistakes in food safety, Martin said risking the safety of our country and citizens by inspecting only a limited number of imported containers to save money is more harmful than helpful. “Accidents are going to happen with any food,” Martin said, “even with when I cook for myself in my own kitchen. I may undercook my meal, and there is a possibility I can get food poisoning that way.”

Martin said the Obama administration’s budget cuts have hurt Homeland Security’s inspection rate on food imports. “Number one, it’s not right, there are so many regulations here that we have to deal with,” Martin said. “And number two, it’s wrong that these containers are not inspected because people can become very ill and be killed by food toxins that come into the country in the absence of inspection. ‘Not to mention, the terrorists, bombs, weapons and anything else that is dangerous that could be on those containers.”

Patrick Cavanaugh2016-05-31T19:27:08-07:00October 5th, 2015|

Import Food Safety, Part 1

Import Food Safety: Only 1 in 60 Containers Is Inspected

By Charmayne Hefley, Associate Editor

This is the first in a two-part series with Rachel Martin, the national chairman of Homeland Security for the National Federation of Republican Women, on import food safety in the United States.

Food safety is a crucial element in the production of food, and many government regulations exist to keep our food safe for people to eat. Yet, Martin explained, those regulations don’t necessarily reach imported food. Specifically, she said, “Due to budget cuts under the Obama administration, only 1 in 60 containers arriving in the U.S. is inspected by Homeland Security.”

Martin’s initial reaction to this statistic was to consider the possibility that terrorists could smuggle in weapons, chemicals and themselves into the United States.

“The second thing that came to mind was food safety,” Martin said because as we grow less food domestically, we import more food. “We’re already overregulated here in California—not only in the United States, but it’s worse here—with mandated inspections, regulations on our food and regulated chemicals, spraying, pesticides and so forth. Yet when food enters the United States, the majority of it isn’t even inspected.”

Martin said her own daughter has been affected by the risks of importing food that is not inspected by or grown under strict U.S. standards set for the United States.

“My daughter’s first job was at a local water park when she was 17-years-old, slicing limes to make juice for the kids there,” said Martin. “The limes were imported from Mexico. My daughter developed a rash on her arm from chemicals that were applied to the limes that looked like she had third-degree burns. It went away in a couple of months, but to this day—she’s now 23—it returns on a random basis.”

Patrick Cavanaugh2016-05-31T19:27:09-07:00October 1st, 2015|

Armyworms Invade Rice

Luis Espino: Armyworms Invade Rice

By Charmayne Hefley, Associate Editor

Larva of the armyworm, Mythimna unipuncta.
Photo by Jack Kelly Clark, UC IPM.

Farmers face many threats to their crops on a daily basis. Luis Espino, rice farm advisor UC ANR Cooperative Extension, Colusa County, said rice farmers are on the lookout for two caterpillar infestations during the year when armyworms invade rice fields. “The first one occurs sometime in June,” Espino said. “At that time all they do is just eat the foliage, and you can usually see it when you walk into a field. Nevertheless, the rice has a very good capacity to recover from that type of injury.” Espino’s UC Rice Blog explains it is difficult to accurately estimate yield losses due to early armyworm damage because it can reduce tillering, delay the crop, and cause uneven maturity.

“Heading” occurs when the rice plant prepares to enter its reproductive phase. The first sign, called the ‘booting’ stage, is when the leaf stem that conceals the developing panicle bulges. Then the tip of the developing panicle emerges from the stem and continues to grow. Rice is said to be at the ‘heading’ stage when the panicle is fully visible. Flowering begins a day after heading has completed. As the flowers open they shed their pollen on each other so that pollination can occur. Flowering can continue for about 7 days. (Source: Rice Development, Ricepedia.)

“The second infestation usually occurs in mid- to late-August when the rice is heading out,” Espino said. “At that time, armyworms can feed on the panicles, [causing the kernels to dry before filling], resulting in blanks [without kernels to harvest] on the panicles and broken panicle branches. That’s when armyworms are more important.”

Espino said that the first infestation this year was relatively large, making it harder for the treatments to control the armyworms as they devastated the rice fields. “There were some areas in fields where the rice was down to the waters,” Espino said. “so all the foliage was consumed, and sometimes only a little stem was left standing.”

During the second armyworm infestation, however, Espino said the rice fields were not as badly affected as they had been in the first attack. “We did see some fields with armyworm injury,” Espino said,“ and some farmers had to treat their fields. The numbers were just so big that the treatments were not controlling them.”

Resources:

UCANR/CA Rice Blog, “Estimating armyworm injury.”
Ricepedia

Patrick Cavanaugh2016-05-31T19:27:09-07:00September 30th, 2015|

Water and Nitrogen Use Research

Andre Biscaro on Water and Nitrogen Use Research

By Charmayne Hefley, Associate Editor

Many jobs exist solely for the improvement of agriculture. Andre Biscaro, agriculture and environmental issues advisor at the UC Division of Agriculture and Natural Resources, Cooperative Extension, Los Angeles and Ventura Counties said his job is to find ways to improve water and nitrogen use in fertilizing crops such as strawberries and celery.

“We’re measuring how much nitrogen the plant takes in and at what time,” Biscaro said, “so we can make more accurate recommendations for nitrogen fertilizers. It’s the same for water. We’re monitoring the crop growth of the strawberry plants—how deep the roots go and how the canopy develops—so we can make more accurate water recommendations. We’re assessing fields in Santa Maria and we are implementing the second phase here in Ventura County, Santa Maria and Watsonville.”

Biscaro is researching in strawberries and celery how to push salts in the soil beyond the root zone, the point beyond which plants will generally seek water unless they are stressed. “It’s essential to install soil moisture sensors at the end of your root system,”Biscaro said, “to make sure the soil is saturated every time you irrigate and then you need to push the water down. And it’s also really important to calculate the amount of water you’re applying because a lot of growers are irrigating without knowing how much water they are applying.”

“We calculate the leaching fraction [the portion of irrigation water that infiltrates past the root zone] based on the sensitivity of the crop to salinity and to the salinity of the water,” Biscaro explained. “And by only knowing how much water you’re applying, you can add a certain leaching fraction to your crop,” Biscaro said.

Patrick Cavanaugh2016-05-31T19:27:09-07:00September 29th, 2015|

Table Grape Nutrition

Kathleen Nave on Table Grape Nutrition

By Charmayne Hefley, Associate Editor

As consumers have demonstrated a consistent desire to eat more healthfully, food marketing campaigns are increasingly focused on the nutritional benefits of their products. Kathleen Nave, president of the California Table Grape Commission, said the Commission has launched a global campaign to remind consumers about the versatility of grapes, table grape nutrition and why we love them.

“The campaign we are fielding in the U.S. is the same campaign we are running in 25 markets around the world,” Nave said. “And if you watch the campaign on the television, you will see it portrays the familiar beauty, simplicity, versatility and healthfulness of eating grapes. Everything we do is designed to remind consumers around the world why they love grapes and how easily grapes fit in a healthy diet.”

“Grapes have significant antioxidants and nutrients,” she continued. “And most importantly, families love them. It’s easy to serve grapes either as a snack or as an addition to favorite dishes like salads, pizza, sauces and yogurt. There are lots of ways you can have grapes in addition to eating them fresh out of hand,” Nave said.

Patrick Cavanaugh2016-05-31T19:27:09-07:00September 25th, 2015|

Celery Management Research

Andre Biscaro on Celery Management Research to Improve Water and Nitrogen Use

By Charmayne Hefley, Associate Editor

Ongoing research continually improves the agriculture industry. Andre Biscaro, agriculture and environmental issues advisor at the University of California, Division of Agriculture and Natural Resources, Cooperative Extension, Los Angeles and Ventura Counties, described current trials in celery management research, sponsored by the California Celery Research Advisory Board.

“We’re monitoring water and nitrogen use based on best management practices,” Biscaro said. “We evaluate ‘best management’ practices using the soil nitrate quick test. That gives us a really good estimate of how much nitrogen is in the soil, and we can accomplish the test in just about an hour.” The trial also incorporates data from weather stations to calculate the amount of applied water.

“This trial and research actually monitors the amount of water and nitrogen we’re using and how much yield we’re getting under various best management scenarios,” Biscaro said, “and compares our practices to what the grower usually does.” Ultimately, the trial will help determine the yield of a celery field using best management practices, and how much water and nitrogen are required to achieve that yield.

Biscaro said the grower he has been working with to conduct the trial was already highly successful with soil and water management in the specific celery field under study. “He really knew what he was doing, and the nitrogen management was quite decent as well. So I believe there are opportunities for improvement in the industry, but the grower was actually doing quite well in this particular field I monitored.”

Patrick Cavanaugh2016-05-31T19:27:09-07:00September 25th, 2015|

Heat Streak and Leafy Greens

Frank Ratto on Heat Streak and Leafy Greens

By Charmayne Hefley, Associate Editor

With a high spike in temperatures in the Central Valley, growers of leafy green vegetables are concerned about the quality of their products. Frank Ratto, vice president of marketing for Ratto Bros., a diversified century-old vegetable operation based in Stanislaus County, said that although the heat streak can cause internal burns in leafy green vegetables, he is confident that, with proper management, their leafy greens will be all right.

“The summer leafy green vegetable supply is always pretty good,” Ratto said, “so prices are very stable going into the fall. But, two or three days of a heat wave like the one we’re having right now can cause tremendous damage and escalate the price of our products. That may happen and we could be a victim or we could be a beneficiary.”

Given the heat wave, Ratto said Napa cabbage growers, in particular, are facing some difficulties. “Napa cabbage does not like heat,” he said, “because it will suffer from a lot of internal burns. Many coastal growers are having issues with it, so demand is tight and supplies are very low.”

Regarding vegetable prices, Ratto said that the price of cilantro was as high as $50 per box for the last three weeks, “but now it’s coming down to the $25 zone. Mexico had some supply issues, but it looks like they’re catching up, and supplies are improving, and the price is going down.”

Other leafy greens such as leaf lettuces, according to Ratto, are in good supply and quality right now.

Ratto said Ratto Bros. has expanded their organic products to include red and La Cinato kale; red, green, and rainbow Swiss chard; leaks; and collard and mustard greens,” among others.

“We’re trying to expand our organic offerings as more people look for organics in the store,” Ratto continued. “As growers, we know that both conventional and organics are healthy and nutritious—and we don’t really see a difference—but we give the consumer what they want. As long as everybody gets healthy, nutritious food, that’s all we care about.”

Patrick Cavanaugh2016-05-31T19:27:10-07:00September 21st, 2015|

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