Social Media Critical To Reach Consumers

Animal Ag Alliance Promotes Social Media to Bridge the Gap Between Farm and Fork

By Mikenzi Meyers, Associate Editor

In the age of social media, facilitating the connection between producer and consumer is more accessible than ever. Casey Kinler, Communications Manager with the Animal Ag Alliance based out of Arlington, Virginia, is not only urging farmers to jump on board the social media craze but is also focusing on helping zealous educators develop their message.

“Now more than ever, it is really important for individual farmers and ranchers to be on social media,” Kinler said.

Although this may be foreign territory for some, she recommends beginning with only one platform such as Facebook because it offers the biggest reach of people

Bloggers Learning more About California Agriculture

To take it one step further, the Ag Alliance also works with college students, hosting an online scholarship competition where the goal is to teach them how to effectively communicate about animal agriculture. They just celebrated their 10^th anniversary of the competition, where over 430 individuals from more than 40 different states participated.

“It’s really important for farmers to get out there and share what they’re doing on their farm and make sure that people in their community know that they are a trusted source.”

California Ag Today2021-05-12T11:17:09-07:00December 3rd, 2018|

Facts Not Fear on Growing Produce

Understanding Salinas Valley Farming Practices

By Jessica Theisman, Associate Editor

Among the mix of registered dietitians conveying the accurate message, California Ag Today concluded our conversation about Facts Not Fear with Teresa Thorn, executive director of the Alliance for Food and Farming, located in Watsonville.

The Alliance hosted the second Facts Not Fear produce safety media tour, in conjunction with Markon Cooperative, for registered dieticians, health and nutrition writers, and bloggers last month in the Salinas Valley. Impacting the customer with the proper information is key.

Teresa Thorn

“We have a mix of writers and bloggers who again have that bullhorn to consumers,” Thorn said.

Social media was also used in conveying the message.

“They’re posting, and we’ve read it and retweeted a lot of their stuff so you can go to our social channels and see some of it,” she explained.

Speaking to growers was very important, and asking industry professionals to attend was vital to cultivating relationships.

“They loved being out in the field. We were always the last ones to get on the bus because they had so many questions,” Thorn said.

The group also does a roundtable discussion where they bring in scientists, shafts, regulators, farmers, and farming companies into the room at Markon’s Produce Expo.

“Building that network was really important,” Thorn said.

California Ag Today2018-10-10T16:43:27-07:00October 10th, 2018|

Farmers Launch New Health Advertising Campaign for Grapes

Ad Series Highlights Links Between Grapes and Healthy Heart, Brain, and Colon

News Release Edited By Patrick Cavanaugh

A new ad campaign from the farmers of fresh California grapes highlights how consuming normal amounts of grapes each day may contribute to long-term health by helping to maintain a healthy heart, brain, and colon.

Reaching consumers online and through print and broadcast, the campaign revolves around a series of ads focusing on the power of the whole fruit: grapes contain more than 1,600 documented natural plant compounds, including antioxidants and other polyphenols.

Each ad highlights key research from scientific study in the area of heart, brain, and colon health. Scientists believe it is the combination of natural plant compounds and daily consumption that provides benefit.

Kathleen Nave, California Table Grape Commission president

“Consumers have always loved grapes for their great taste, convenience, share-ability, and beauty. Through this campaign, consumers will learn that the health benefits grapes provide go beyond the basics of eating a favorite fruit as part of a healthy diet,” said Kathleen Nave, California Table Grape Commission president. “It is already established that grapes are a heart-healthy food, and now research in the areas of brain and colon health is emerging that suggests that grapes may have an even broader role to play in long-term health.”

Nave noted that research into these three areas of health, and numerous others, will continue.

The campaign will run in magazines and newspapers in both print and online, on health-related websites, on television and radio, and on social media.

California Ag Today2018-10-01T15:35:35-07:00October 1st, 2018|

Food Bloggers, Dietitians Learn More About Produce Safety in Salinas

“Facts Not Fear” Educates Participants on Vegetable Production

News Release Edited By Patrick Cavanaugh

The Alliance for Food and Farming, in conjunction with Markon Cooperative, hosted its second “Facts Not Fear” Produce Safety Media tour last week in the Salinas Valley.

“Our goal is for … [registered dieticians], health and nutrition writers and bloggers to see firsthand the care and commitment farmers have for producing safe and wholesome foods. We believe we met that goal. But, what we learn from our tour guests continues to be just as valuable,” said Teresa Thorne, Executive Director of the Alliance for Food and Farming, based in Watsonville.

In addition to farm and facility tours, the AFF and Markon facilitated a round table meeting where tour guests were joined by farmers and farming companies, scientists, regulators and chefs for a free-flowing discussion that encompassed food safety, farming practices, food waste, pesticide use, food safety regulations, new technologies, health and nutrition, and consumer outreach.

The RDs, bloggers, and writers attending the tour reported they enjoyed the chance to tour the farms one day and then discuss what they saw with these experts. They also appreciated the opportunity to share their information needs and concerns directly during the round table discussion.

And, what were some of our key takeaways from guests? Consumers want transparent and honest communication regarding food safety and food production practices. The RDs, bloggers, and writers share The Alliance for Food and Farming’s concerns about produce safety misinformation and appreciate and need access to scientists and experts that can assist them when addressing consumer questions and correcting misconceptions.

“And, they were very impressed with the technological advancements they saw in the harvesting and processing of produce,” said Thorne.

“While the importance of seeing the fields and harvest and touring processing facilities cannot be underscored enough, meeting and connecting with the people growing our food, directly sharing concerns with farmers and scientists in a group and one-on-one setting and the expansion of their produce industry network is of equal importance for our guests,” Thorne explained.

“Our sincere thanks to everyone who allowed us to visit their farms, watch the harvest, view their processing facilities as well as joined us for the round table discussion,” Thorne said. “And, our thanks and appreciation to our tour partner, Markon Cooperative, for making this tour possible as well as our tour sponsors Cal-Giant Berry Farms, the California Strawberry Commission and the Produce Marketing Association.”

Thorne also praised the 2017 and 2018 tour alumni.

“We will keep the conversation going and look forward to learning more from the attendees as we all work toward our shared goal of increasing daily consumption of organic and conventional fruits and veggies,” she said.

The host, The Markon Cooperative, supplies the food service industry fresh fruits and vegetables.

California Ag Today2018-09-06T16:01:40-07:00September 6th, 2018|

Bee Sweet Citrus Joins National Campaign to Support Healthy Eating

Bee Sweet Creates Everyday Healthy Eating Habits

News Release Edited By Patrick Cavanaugh

For the third consecutive year, Bee Sweet Citrus is eager to help kick off the Power Your Lunchbox Promise with Produce for Kids. The Power Your Lunchbox Promise, a national campaign, aims to encourage families and their children to eat healthier lunches, afterschool snacks and everyday dinners.

“Bee Sweet Citrus is very excited to take part in such an amazing, health-oriented campaign,” said Bee Sweet Citrus Director of Communications Monique Bienvenue. “For the past five years, Produce for Kids has done an amazing job of sharing healthy tips and recipes with families and educators. We’re eager to see how our combined efforts can help encourage healthy habits at home and in the classroom.”

The Power Your Lunchbox campaign ends on September 23rd. Throughout the campaign, families will be encouraged to take an online promise that supports healthy eating at home and at school. For every promise made, sponsors of the Power Your Lunchbox Promise will make a collective $1 donation to Feeding America programs that support families and children.

In addition to the online promotion, Produce for Kids will be marketing register dietitian-approved recipes and nutrition tips on their online and social media platforms. Supporters are encouraged to use the #PowerYourLunchbox hashtag throughout the campaign to help spread awareness on their own social media accounts as well.

“As we celebrate the 5th year of the Power Your Lunchbox Promise, and over 1 million meals donated to Feeding America through the program, we could not have made such an impact without the support of passionate partners like Bee Sweet Citrus,” said Amber Bloom, the digital marketing manager for Produce for Kids. “Together, we’re creating a healthier generation one promise, lunchbox and meal donated at a time.”

California Ag Today2018-08-20T16:31:29-07:00August 20th, 2018|

Dried Plums or Prunes? Name Debate Continues.

Important Research Continues on Dried Plums

By Jessica Theisman, Associate Editor

Gary Obenauf oversees the production research programs for the California Dried Plum Board. California Ag Today spoke with him recently about the work that he does with the fruit, also known as prunes.

Gary Obenauf, Production Research Manager

Obenauf helps with post-harvest issues in storage and handling. He also helps the industry with technical issues such as maximum residue limits, also known as MRLs.

“We ship to 135 different countries around the world,” said Obenauf. “We are the largest producer in the world of dried plums—most of the rest of the world still calls him prunes instead of dried plums.”

Obenauf said prunes are now being called dried plums due to a marketing issue about 10 to 15 years ago.

“We noticed that the younger millennials preferred dried plums over prunes, and we made the name change, but we are probably going change it back to prunes,” he said.

Obenauf said that insects, diseases, production cost, and pruning costs are some of the big challenges in the industry. “Essentially, 95 percent of our production is one variety; we need multiple varieties,” Obenauf said.

“We have an active breeding program, but we have not yet come up with good alternatives to the French prune,” he said. “The improved French prune is a good variety, and it is hard to find replacements, and that’s the problem we are having.”

California Ag Today2021-05-12T11:05:10-07:00August 6th, 2018|

Agritourism in California

UC Davis Experts Help Farmers, Ranchers Profit in Growing Trend

News Release Edited By Patrick Cavanaugh

Agritourism is growing in California, along with sales and production of much of the world’s fruits, vegetables, and nuts. More and more people are paying to enjoy the bounty and beauty of California’s farms and ranches by touring peach and cherry farms near Fresno, taking classes in beekeeping, attending festivals devoted to strawberries or attending a host of other activities offered by farmers and ranchers throughout the state.

Many farmers could benefit from agritourism and the added value it brings, but developing successful agritourism operations can be tricky. Experts at the Agricultural Sustainability Institute (ASI) at UC Davis are helping farmers and others in the agricultural community understand the regulations, permits, insurance, marketing and other considerations needed to succeed.

“Agritourism operations are more successful when they’re part of a supportive community of tourism professionals, county regulators, agriculture regulations and others,” says Gail Feenstra, ASI’s food, and society coordinator.

Feenstra and her team recently received a $73,000 grant from Western Sustainable Agriculture Research and Education, a U.S. Department of Agriculture program, to develop training, resources and peer support for farmers and ranchers considering agritourism. Feenstra is working with Penny Leff, ASI’s statewide agritourism coordinator and team project manager.

Leff led previous projects that offered agritourism education to groups of farmers, ranchers, and others involved in California agritourism. In this new project, Leff is providing comprehensive training to smaller, more targeted groups that will then offer training to others in their community.

“We’re helping farmers and ranchers assess their agritourism potential, whether it be U-pick farming, dinners on the farm, classes or even overnight lodging,” Leff says. “We help navigate everything from zoning ordinances to marketing plans.”

The project’s ultimate goal is to develop at least 24 clusters of vibrant agritourism operations in California that sustain producers, educate visitors and support the economic health of the entire community.

As Leff explained, “Agritourism is an exciting opportunity for farmers, and also for visitors who can learn about and enjoy what farm living has to offer.”

You can learn more about agritourism opportunities at the ASI agritourism website. For more information on upcoming workshops, contact Penny Leff at paleff@ucdavis.edu or call 530-752-5208.

California Ag Today2018-06-29T16:49:08-07:00June 29th, 2018|

Tracking Social Media To Understand Consumer Food Likes

Social Media is Helpful in Agriculture

By Jessica Theisman, Associate Editor

Reaching consumers is key to helping with food confusion. Tamika Sims, the director of Food Technology communications for the International Food Information Council Foundation, is using social media to aid consumers.

“We will follow what is happening in … social media—including Facebook, Twitter, LinkedIn and Pinterest—to get a feel for how consumers are talking about food,” Sims said.

Sims noticed that differences and similarities between organic and conventional crops are being discussed with consumers, emphasizing how safe both are.

“That’s the one that we can’t seem to get enough of,” she said.

They talk about the differences and similarities as far as organic and conventionally grown fruits and vegetables.

“We talk to consumers about how they’re equally safe and equally nutritious and that one is not superior to the other when it comes to food safety or nutrition,” Sims said. “If you have access to either, feel free to enjoy both in an equal way.”

Interested in learning more? You can go to the IFIC’s website to check out their resources.

California Ag Today2018-06-20T16:50:20-07:00June 20th, 2018|

Product Recall Awareness

Social Media Can Hurt a Company

By Jessica Theisman, Associate Editor

Product recall coverage has a publicity element. California Ag Today recently spoke with Caitlin McGrath, national product recall and contamination risk consultant with Lockton Insurance Brokers, about the importance of the topic.

Caitlin McGrath, with Lockton Insurance Brokers.

Product recall coverage’s publicity element can be adverse, with the accusation of contamination coming into play.

“The example I always use is a mom who puts online a food item that made her kid sick, and this gets shared 100,000 times. You get calls from your customers, supermarkets, and drug stores asking you to stop sending your product,” McGrath said.

If products are not selling, that can be a very significant loss.

“Most recalls are voluntary. They have to be reported to the FDA if they are going to cause bodily injury or property damage,” McGrath said.

She suggests having an internal communication and external communication setup. Be aware of what testing labs you are going to use, what PR companies you are going to use.

Many times, companies try to execute their recall and are not ready for the customer demands.

“Sometimes customers are coming to them and saying, ‘you owe us all this money,’ ” McGrath said. “It is important to have the plans for the whole logistics of the recall.”

California Ag Today2018-06-11T16:31:23-07:00June 11th, 2018|

Almond Alliance Advances Almond Issues

Alliance Advocates for Almond Industry

By Patrick Cavanaugh, Farm News Director

The Almond Board of California does many great things for the California almond industry, most notably marketing annually about two billion pounds of almonds—both domestically and internationally. But there is one thing the Almond Board cannot do, and that is lobby on behalf of this big industry.

Kelly Covello, president of the Almond Alliance

Enter the Almond Alliance of California (AAC) on August 1, 2016. Formerly known as the Almond Hullers and Processors Association (AHPA) and established in 1980, this renamed and revitalized trade organization is the only trade association fully dedicated to advocating for and protecting members’ investment in the almond industry. The AAC will represent and serve growers, hullers/shellers, handlers, processors and allied industry partners.

Kelly Covello, president of the Almond Alliance, said, “Over the last year, we’ve done some strategic planning with the Almond Board so that we can complement one another’s activities. The Almond Board cannot lobby or advocate, and the trade association—the Almond Alliance—can.” Nevertheless, Covello said, “the industry has invested in the Almond Board through their assessment and has great resources available in terms of expertise, data [and] research that we can use to support our policy positions.”

For nearly 100 years, the almond industry has been active in California without a dedicated political voice. “The trade association has always been able to advocate on issues when necessary. The industry has grown; we’re over a million acres now. With the increase in acreage, the number of issues, the visibility and the scrutiny of our industry has dramatically increased,” Covello said.

Ms. Covello currently serves on the Board of Directors for the Agricultural Council of California and serves on two Almond Board of California (ABC) committees: the Almond Quality & Food Safety Committee and the Technical and Regulatory Affairs Committee.

California Ag Today2016-11-23T17:02:09-08:00November 23rd, 2016|