Celebrating California Agriculture . . .

Celebrating California Agriculture . . .  An Ongoing Series

 

By Laurie Greene, Editor

 

Celebrating California agriculture is a refreshing perspective. Peterangelo Vallis, executive director of the Fresno-based San Joaquin Valley Winegrowers Association, has an astute viewpoint on California agriculture. Vallis said, foundationally, consumers loves farmers—unless those consumers have been exposed to oppositional or politicized messagingbut most have not been.

“You go talk to any random person in any city,” said Vallis. “If they’re not politicized, which most people aren’t, they are just trying to live their lives, eat their food and rear their children. And they love farmers because farmers make food,” Vallis said.

blue-diamond-a-can-a-week-is-all-we-ask

(Photo Source: Blue Diamond Growers)

“What have been some of the most effective agricultural campaigns in the country? Wendy’s ‘Where’s the Beef?’ Blue Diamond almonds, ‘A Can A Week, That’s All We Ask.’ These ads humanize who we are talking about.”

“How about the California Dancing Raisins? That was huge,” noted Vallis.  “Everyone in any part of the country remembers those raisins. That’s positive PR. That was positive recognition for Ag. We’ve got to be doing more of that.”

congress-created-dust-bowl Billboard on CA SR 99

Vallis advocates more positive PR, but says we need to take a different approach. “Instead of all these billboards running up and down [State Route] 99 that make us look like vigilantes with pitchforks, we need to take whatever money that took, buy some billboards in L.A. and San Francisco, Washington D.C., and New York with some happy kids, with a bowl full of veggies saying, “Thanks, mom! This was great!”

“This is basic, basic stuff because, realistically, we’re marketing the fact that we need help to make more food,” Vallis noted. “We’re making safe domestic food, but if we don’t engage with the people that are our customers, we’re never going to be able to get our ideas and our needs across, because we’re just not talking to the right audience.”

Statewide Drought Forces Californians To Take Drastic Measures For Water Conversation

“They’re not enough people here in the valley to move the needle. We’ve got to figure out a way to get San Francisco and L.A. appreciating our position, loving what we do, and trusting that we’re doing the very best job possible,” said Vallis.

2016-09-13T14:16:59-07:00September 13th, 2016|

Trinity Reservoir Releases Water

U.S. Bureau of Reclamation Releases Shared Water From Trinity Reservoir Despite Making Claims Of “California’s Historic Drought”

The San Luis & Delta-Mendota Water Authority (Authority) along with Westlands Water District, according to their press release, has filed a lawsuit in federal court to stop the Bureau of Reclamation (Reclamation) from releasing Central Valley Project (CVP) water from the Trinity Division to the Klamath River.
The U.S. Bureau of Reclamation said releases started Friday from Lewiston Dam on the Trinity River, the Klamath’s primary tributary, and would continue into late September.SLDMWA logo
Yesterday, Reclamation announced the release of up to 88,000 acre-feet of CVP water from Trinity Reservoir in the hope of aiding returning non-listed Chinook salmon with the optimism of diminishing the effect of a naturally-occurring disease endemic known as “Ich” (pronounced “ick”) to the Klamath River system to which the Trinity River is connected. This action, which is outside of Reclamation’s authorized place of use, is a repeat of a similar action taken last year with the intention to help avoid an outbreak which has only been documented to have occurred once in 2002. Since 2000, a significant supply of water has been set aside each year from the Trinity Reservoir for fishery protection purposes. Specifically, over the past four years, this has equated to more than 200,000 acre-feet of water lost that was literally flushed down the Lower Klamath River.
“As our state is faced with a water supply crisis affecting every sector of people, businesses, and communities, an action like this is unthinkable. This will cause irreparable damage to drought-stricken communities already facing water restrictions,” said Dan Nelson, executive director of the San Luis & Delta-Mendota Water Authority.
The CVP and State Water Project (SWP) provide water for more than 25 million Californians who depend upon a reliable water supply. In the 50-year history of the Projects, water deliveries have never been lower–the CVP is experiencing its second year of a zero water allocation and the SWP sits at a mere 20 percent water allocation.
Reclamation is once again choosing to ignore the harms of its actions through the issuance of a “Finding of No Significant Environmental Impact” (FONSI) that hasn’t been properly analyzed. Further, Reclamation’s decision to release 88,000 acre-feet of CVP water for the Klamath River is a sad irony given that Reclamation is currently unable to meet its legally-mandated obligations within the CVP and SWP.
 Westlands Water District_logo
“The hardworking people of the State of California have been directed by state and federal agencies to conserve water in the form of dying lawns, fewer showers, unplanted fields, trees uprooted or turning brown, and community wells drying up. Yet Reclamation, which has been unable to deliver any water to farmers, has decided to release tens of thousands of acre feet in an arbitrary manner that the courts have previously held to be unlawful.” said Tom Birmingham, general manager of the Westlands Water District. “The fact that 88,000 acre-feet can be casually released without regard to the potential impacts on the environment, including at risk-species in the Sacramento River and the Delta, is a gross mismanagement of the state’s water supplies. The action filed today is intended to compel Reclamation to comply with its mandatory duties,” said Birmingham.
“During a time when we are experiencing the worst water management challenges in decades, when communities and agriculture throughout the state are suffering severe impacts that have negatively affected our economy, the labor force and the environment, the decision by the Bureau of Reclamation to repurpose precious Central Valley Project water resources to augment Klamath flows for non-endangered fish, an action that is of questionable benefit, is both irresponsible and incomprehensible. While the needs of cities, family farms, and endangered species that rely on CVP resources continue to go unmet, the reallocation of the Project’s limited supply of water defies all logic,” said Jeff Sutton, general manager of the Tehama-Colusa Canal Authority, an organization that represents seventeen Sacramento Valley water districts that hold CVP water service contracts, that are also highly critical of the action being undertaken by the Bureau of Reclamation.
The water planned for release is enough to farm 31,000 acres of food, or to serve the domestic needs of more than 175,000 families for an entire year. The devastating effects of the drought will be felt for decades to come especially if arbitrary decisions like these continue.
2016-05-31T19:28:06-07:00August 21st, 2015|

False Data Abounds

California Drought Information Game:

False Data Out-Markets Ag

By Laurie Greene, Editor and Producer

 

At “The Truth About the Drought” forum, organized by Assemblymember Jim Patterson recently in Clovis, CA, moderator John Broeske, executive director of Families Protecting The Valley, said he thinks Ag is doing really badly on the information game.

“I think that we are getting out-marketed in messaging in the state of California,” said Broeske. “I think a lot of the people in the Central Valley know things that the people in Southern California and in the Bay Area, don’t know.”

Broeske continued, “I don’t blame those people for not knowing because they’re being told over and over again about the ‘80% number’ for Ag water use; and the ‘2%’ Ag contributes to the economy’. These are not real numbers, but people hear them repeatedly, so it’s not hard to understand they believe it.”

“I think the environmentalists want people to believe the 80% figure,” Broeske stated, “because it’s a lot easier to demand water from us if it appears we are using it all. But we’re not, and it’s hard for us to get the message out that these numbers aren’t true.”

Broeske did not know the best way to get the message out, but said he tries to correct people when they get it wrong. He suggested correcting online articles in the comment section to empower more people with the right numbers as ammunition for when they get into conversations. “You’ve got to fight back; if you let people use these false numbers over and over again, nothing is ever going to change.”

As false data out-markets ag in messaging, Broeske said water usage accountability is unequivalent. “Farmers are getting blasted for raising almonds and using too many gallons per almond,” said Broeske. “But, there’s no article about how many gallons it takes to raise a smelt. How many acre-feet for salmon? How many is too many? I think those questions have to be asked.”

“California is spending four million dollars of water per salmon!” Broeske declared. “Should there be some accountability there? How much water are we going to spend on one salmon? At least we get almonds at the end of the farming process. That’s what accountability means; we’ve got to create some rules about how much water is too much to save one fish.”

“I think the only way the public can demand accountability from the government and the scientists is to win elections,” he conjectured. “We are not winning the marketing war on these water usage numbers, so voters keep electing the same people who tell them the wrong numbers, and there’s nothing we can do if they keep getting elected. It’s a tough battle.”

“We are outnumbered,” Broeske said, “and I don’t know how we can overcome their marketing. They’re not even buying marketing, like billboards or advertising—just newspaper articles and news stories they are quoted in—so their marketing costs them nothing.”

“For us to win the market,” Broeske concluded, “we have to buy billboards and ads, and have enough money to do so.”

2016-09-13T14:11:41-07:00July 16th, 2015|

USDA ANNOUNCES WINNERS OF THE 2014 AGRICULTURAL OUTLOOK FORUM STUDENT DIVERSITY PROGRAM

Two California Collegians Win USDA Ag Outlook Forum Student Diversity Program

 

 

Posted TODAY, Agriculture Secretary Tom Vilsack announced the selection of 30 university students to attend USDA’s 2014 Agricultural Outlook Forum, titled “The Changing Face of Agriculture,” to be held Feb. 20- 21, 2014, at the Crystal Gateway Marriott Hotel in Arlington, Va. Twenty university juniors and seniors were chosen on the basis of their essays on “Agriculture as a Career,” and 10 graduate students were selected for their response to “The Greatest Challenge Facing Agriculture over the Next Five Years.”

 

“The future of agriculture and rural America depends on the upcoming generation of leaders in farming, ranching and conservation, and the students selected to attend the Agricultural Outlook Forum are among the best young leaders our country has to offer,” said Vilsack. “Participating in the Agricultural Outlook Forum will expose these students to a variety of perspectives on this country’s most pressing agricultural challenges and lay the groundwork for bright futures in food, fiber and forestry.”

 

The student winners from California are undergraduates:

 

Meredith Frisius, California Polytechnic State University and Ruben Sanchez, California State University, Bakersfield.

 

USDA’s Agricultural Outlook Forum Student Diversity Program is designed to introduce students to contemporary agribusiness, future trends, scientific research, and agricultural policy in today’s real world environment. The students are from land-grant, Hispanic-serving, and non land-grant agricultural and renewable resources universities.

 

Since the program’s start in 2007, annual sponsorship has been provided by CHS, Inc. and Farm Credit. USDA’s Economic Research Service, Agricultural Research Service, and Natural Resources Conservation Service also provide support. The University of Maryland Eastern Shore partners with USDA to make the program possible.

 

Registration for the public, two-day event is $375. Plenary speeches will be webcast after 6:00 p.m. EST on Feb. 21. Program details and registration information are available at www.usda.gov/oce/forum.

2021-05-12T11:06:02-07:00January 31st, 2014|
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