Connecting with Consumers

AgChat Reaches Out to Consumers

 

By Laurie Greene, Editor

 

Jenny Schwiegert, AgChat Foundation chief executive director, spoke to Laurie Greene, California Ag Today editor, at the recent Bayer AgVocacy Forum about one of the biggest challenges to agricultural advocacy. “We’ve got excellent bloggers out there,” Schwiegert said, “however, the audience they [reach] tends to be other growers and ranchers. We do not want to be singing to the choir. We need to find other ways to connect with non-ag consumers.”

Schwiegert elaborated on some of the resources for non-ag readers posted on the AgChat website, “There’s a page under “Resources” that talks about different non-agricultural hashtags people can use when they tweet or use Instagram or Snapchat. We also have a post about people with whom we need to connect on Twitter who are not necessarily in the agricultural industry.”

Jenny Schiegert, AgChat executive director

Jenny Schiegert, AgChat chief executive director (Photo Source: LinkedIn)

To [farmers and Ag bloggers] who are trying to determine who their audience might be, Schwiegert advised, “There is more to you than just farming and ranching. You know, I like to do renovations at my home; I like photography; and I’m a baseball mom. When I began blogging, which I don’t do as much recently, my strategy was always to be incognito and not say, ‘Hey, this is what I do.’ I would only talk about farming.”

However, Schwiegert discovered that when she talked about those other topics that are not necessarily related to farming, her posts attracted a lot more of a mom-based or photographer-based audience. She suggested, “Find that spark, the other part of your life that is not related to farming and ranching, and explore and talk about it. Connect with other people [consumers] who have that same desire to have a hobby or whose kids are also in baseball, or whatever it might be.”

While connecting with people via a distinctly different interest can be constructive, Schwiegert held that consumers do trust and want to hear about agriculture from farmers and ranchers. She referred to a recent finding that while the majority of people do not know how to get in contact with a farmer, farmers are the people they want to talk to and get their information from.

“We have also experienced this on a personal basis,” Schwiegert shared. “While our operation is very small, we like to take people, and not necessarily adults. Sometimes we will bring our children’s friends out, show them the sheep, and take them to my in-laws’ dairy. My younger two sons have an egg business, so we’ll show them that too.”

“Ninety-nine percent of the time,” Schwiegert said, “someone will say, ‘Oh these are so much better than the store-bought, and the store-bought has been sitting on the shelves for months.’ That’s where I stop and say, ‘that is not necessarily true. Let me connect you with Katy who is in Iowa or let me connect you with Greg in Oregon, whose egg farm is producing 1.5M eggs a day.’”

“I like to connect people,” she explained, “to help them understand what modern agriculture is all about because we tend to have a [rustic] romantic, idealistic view of what a farm is, and that is what people want.” But, she contends, that may not match what farming really is in today’s world. “I think people really do want to talk to the farmers and ranchers,” said Schwiegert. “They just don’t know how to go about connecting with them.”

Schwiegert does not know if there is a definite ‘disconnect’ between this romantic view of the rustic farm scene with antiquated tools, and consumers who use the latest devices and apps. She said, “I am not sure how to re-connect that. For instance, why is it ok to use an antibiotic if you have pneumonia, but it is not ok to use it in chicken? And I’m not sure how we mend that because consumers are not trustworthy of statistics and science, so I guess that it is one of the million-dollar questions out there. You know, how is it OK for them to have a Fitbit, but our farmers can’t use GPS or auto-steer in their tractors or precision Ag drones?

“That is a huge disconnect, and we need to address it as an industry,” Schwiegert reflected. “I think a lot of people in agriculture are intimidated and scared to share their stories because there are folks out there who are ready to pounce. And especially if you have small children, you do not want to have those types of people on your property. So people are hesitant to share their stories.

“I have the same fears,” Schwiegert stated. “I don’t want people like that on my farm. But the more that we can share our stories out in public, using different methods—whether through social media or a farm-to-table type of event with a commodity group at a public location—the more likely we are to mend that disconnect.”

2021-05-12T11:00:54-07:00May 3rd, 2016|

Agriculture Science Recognition Awards, Part 3

Nick Wolfenden Honored With Fresno State Science Recognition Award

By Patrick Cavanaugh, Deputy Editor

Nick Wolfenden, a graduating senior at California State University, Fresno (Fresno State), who majors in animal science and livestock management was honored with three other Fresno State science students in mid-March.

“Nick has made it his mission to educate the ag community and the public about the growing spotlight on the importance of animal welfare,” said California Assemblyman Jim Patterson, who honored the Fresno State students, along with Sandra Witte, dean of the Jordan College of Agricultural Sciences and Technology at Fresno State and Lawrence Salinas, Fresno State’s executive director of government relations.

Fresno State Animal Welfare Club (Source: Facebook)

Fresno State Animal Welfare Club (Source: Facebook)

“Nick says his greatest achievement at Fresno State was starting the Animal Welfare Club,” said Patterson. “The club has made a great impact on his fellow students by giving them the facts and skills to teach each other about the focus on the health and welfare of animals in production agriculture.”

As the club’s founder and president, Wolfenden started a movement to get donations to update Fresno State’s school farm so the animal welfare practices used by students would reflect the visions, values and beliefs of Fresno State. These changes have benefited both the animals and the students who care for them.

For a broader perspective, Wolfenden interned with the American Humane Association and became a key player in their Farm Animal Welfare Program. His drive and his passion have been noticed by several organizations and companies across the country who would like him to oversee their divisions.

“In 2015, Nick was honored as both the Outstanding Poultry Science Student and Outstanding Equine Science Student at Fresno State, given by the faculty to the animal science department students who make an impact in their field,” noted Patterson. “He also is an advisor to the Poultry Science Club, member and student advisor to the Equine Science Club, and has been the Future Farmers of America (FFA) Field Day Contest chair in both equine and poultry.”

Wolfenden believes he has the drive and determination to continue to make a significant difference in the lives of farm animals and in the industry that raises them and brings them to market. And he wasted no time in getting a good job offer from Tyson Foods at their global headquarters in Springdale, AR, to begin after graduation. “I’ll be working in their sustainability department helping to oversee their animal welfare division,” Wolfenden said.

“I think every farmer and rancher has to be passionate about their animals’ welfare,” said the senior. “We are making huge steps and big leaps in improving animal welfare and we see that across all industries,” he noted.

2021-05-12T11:17:14-07:00April 5th, 2016|

Agriculture Science Recognition Awards, Part 2 – Meghan Loper

Agriculture Science Recognition Awards, Part 2 –

Meghan Loper Receives Fresno State Science Recognition Award

By Patrick Cavanaugh, Deputy Editor

Assemblyman Jim Patterson joined Dr. Sandra Witte, dean of the Jordan College of Agricultural Sciences and Technology at California State University, Fresno (Fresno State) and Lawrence Salinas, Fresno State’s executive director of Government Relations, at the 23rd Assembly District’s 2016 Agriculture Science Recognition Awards on March 17 at Fresno State.

California Ag Today will highlight each of four Fresno State students in the Fresno State Honoree series, Meghan Loper, Megen Morales, Elizabeth Mosqueda and Nick Wolfenden, who were selected from among several students nominated for their dedication to the future of agriculture in the Central Valley.

“These brilliant students represent the best of the best,” said Assemblyman Patterson. “Their devotion to making a difference in our agriculture science community is to be commended and I can’t wait to see what the future holds for them.”

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Meghan Loper, is a master’s student at California State University, Fresno (Fresno State), in the poultry science field, working on animal welfare.

“She currently has a bachelor’s degree in animal science and livestock production management,” said California Assemblyman Jim Patterson. “She also teaches the animal health, welfare and poultry production class in the Poultry Science Department,” noted Patterson.

Most recently, Loper researched the economic significance of the number of chickens living in the same chicken house. Her study quantified the amount of chickens per house and its effect on economic return with the goal of understanding the threshold at which the number of chickens starts to have a negative impact on animal welfare. “She hoped the work would provide information to people about the importance of the welfare of chickens in the poultry industry,” said Patterson, “as the issue is obviously becoming more of a hot topic industry-wide, as well as for consumers, and it even touches the California Legislature.”

Loper has been a member of the Poultry Science Club and the Enterprise Manager of the Foster Farms Poultry Education and Research Facility at Fresno State for the last three years. She volunteers for a local 4-H Club and will be organizing a second FFA field day in April.

Loper is also involved with animals of a different type; she has raised 12 guide dogs for Guide Dogs for the Blind.

“This is an individual, as are our other three honorees, who is making plans and getting prepared to make a living, but you are also making a life,” Patterson said to Loper. “And it is that life that we honor today.”

Loper said, “We have been experimenting with the different amount of birds that can be put into production house. What is too many? What is not enough? And, what’s going to be best for the birds in the long run,” Loper elaborated.

“I’m hoping to get a job in the poultry industry,” said Loper. “I want to make a difference somehow.”

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2021-05-12T11:05:57-07:00March 29th, 2016|

National Days Celebrations at Fresno State Farm Market

Fresno State Farm Market Hosts National Day Events

By Charmayne Hefley, Associate Editor

 

Fresno State’s Rue and Gwen Gibson Farm Market hosted its Annual Pistachio Day on February 26 in honor of World Pistachio Day. Miles Robinson, a student market lead, said, “We’ve been working with American Pistachio Growers (APG) to market this campaign and give away pistachio samples, all courtesy of APG. We are also raffling a gift basket with several of our products and APG items as well.”12821589_10153999748978330_676533612082576193_n

Robinson said the Fresno State farm market plans to host monthly events to feature the store and student products, including that very fowl day, Poultry Day, on March 18, and National Raisin Day on April 29. “For Poultry Day,” Robinson said, “we’ll be sampling Foster Farms chicken in a couple of different recipes. We look forward to having people actually taste our chicken. We will also have a chicken dance contest. For National Raisin Day we’re partnering with the California Raisin Board to bring information, samples and have a fun time.”

Robinson said the student-run farm market, which specializes in student-made products, is in the process of creating new recipes for its coated nuts and raisins. “Over the past year, we’ve been slowly rolling out new recipes for our milk chocolate raisins, milk chocolate almonds, milk chocolate cabernet raisins and dark chocolate raisins,” Robinson said. “All of our products will have brand-new recipes, 100 percent Fresno State-done.”

2016-08-10T11:56:30-07:00March 11th, 2016|

Avian Influenza

Waterfowl  Migration Flyways Have Poultry Industry on Guard

By Brian German, Associate Editor

We are at the peak of migrating bird traffic flying north to south, and poultry operations throughout California and the rest of the country are looking skyward with dread. The industry aims to detect all flyways as migrating birds are suspected of spreading Asian Highly Pathogenic Avian Influenza (HPAI) A (H5N1) virus that devastated the poultry business last year throughout the Midwest with some lesser problems in California. In fact, more than 48 million birds, primarily turkeys and laying hens, were infected and had to be depopulated last year throughout the Midwest.

“These global flyways waterfowl use to move north and south and back again every year are basically like freeways,” said Maurice Pitesky, a Veterinarian and UC Cooperative Extension assistant specialist and UC Davis School of Veterinary Medicine lecturer in Population Health & Reproduction. “And in those freeway lanes,” he continued, “different birds interface with each other. We have a Pacific flyway that covers California, which can interface with the East Asia and Australian flyways. If you look at the genetics found in North America, especially in California, the genetics match some of the HPAI found in South Korea.”

Locating birds in flyways can alert poultry operations to implement immediate measures to prevent potential HPAI spreading on anything on the outside or inside of the poultry house.

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Feral Swine Also a Problem

Pitesky noted a great abundance of feral swine in California, and the geographical extent is poorly understood. “But what we do know with respect to influenza is that although feral swine, and swine in general, are unique species, influenza viruses from humans and influenza viruses from birds can infect swine. That represents one of the ways we get new strains of Avian Influenza that could adversely affect all animals, including birds and potentially humans,” he noted.

Of course, poultry HPAI is not a problem for humans. Pitesky noted, “When people say ‘highly pathogenic,’ it has nothing to do with whether humans get it or not. The ‘highly pathogenic’ label is specifically for birds in that it makes birds sick. There is no evidence any of those strains we found in North America are zoonotic, meaning able to infect humans, at this point,” he said.

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Biosecurity Explained – 6 Simple Steps

The USDA Animal and Plant Health Inspection Service (APHIS) wants to help poultry owners keep their birds healthy by practicing biosecurity to reduce the chances exposure to animal diseases such as avian influenza (AI) or exotic Newcastle disease (END).

APHIS advises the following consistent daily biosecurity practices:

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The USDA’s Fall 2015 HPAI Preparedness and Response Plan to preventing and responding to future HPAI cases, in collaboration with industry and State partners, includes:

 Promoting improved on-farm biosecurity practices in order to prevent future HPAI cases to the greatest extent possible

 Improving HPAI surveillance in wild birds as a means to provide “early warning” risk information to States and industry

 Expanding Federal, State and industry response capabilities, including availability of personnel, equipment, and depopulation, disposal and recovery options

 Improving USDA’s capabilities to rapidly detect HPAI in domestic poultry and to depopulate affected flocks within 24 hours to reduce the environmental load of HPAI viruses and their subsequent spread

 Streamlining the processes for payment of indemnity and the cost of eliminating viruses so that producers receive a fair amount quickly, to assist them in returning to production

 Enhancing our ability to communicate in a timely and effective way with producers, consumers, legislators, media, and others regarding outbreaks and other information

 Making preparations to identify and deploy effective AI vaccines should they be a cost beneficial addition to the eradication efforts in a future HPAI outbreak.

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Resources:

UC Davis School of Veterinary Medicine 

2015 Avian Influenza News (Bird Flu)

California Animal Health and Food Safety (CAHFS) Laboratory System

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CDFA

Poultry Facility Biosecurity Risk Assessment Guide: “We will always be one step ahead.”

Highly Pathogenic Avian Influenza (HPAI) outbreak in the United States

Avian Entry Requirements into California Update

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USDA

Animal and Plant Health Inspection Service

2015 Avian Influenza News 

Avian Influenza Disease

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2021-05-12T11:17:15-07:00December 22nd, 2015|

Zacky Back in Poultry Business

Zacky Back in Poultry Business

By Kyle Buchoff, Assistant Editor

Lillian Zacky, a very familiar name in the Central Valley poultry industry, told an interesting story about the family’s business, “My father-in-law, Samuel Zacky, started this business in 1928. He would go into the country, which is now a metropolis, pick up chickens, take them back to his market—Sam’s Poultry Market in Los Angelesand process them there. He thought that was the future; there would always be a corner poultry market. But my husband [Robert Zacky] said, ‘This is not going to be forever, and I don’t want to do this forever. So let’s sell to a supermarket because they are going to have packages of poultry in there.’ My father-in-law would not believe that. But anyway, it worked out.”

Sam's Poultry Market (Photo Source: The Zacky Farms Story, http://www.zacky.com/story.htm)

Sam’s Poultry Market (Photo Source: The Zacky Farms Story)

Zacky Farms flourished. Lillian Zacky recalled, “We started with chickens, we did turkeys at Thanksgiving, and now we are doing turkeys all year-round.”

In 2001, the family sold their chicken business to Foster Farms, Zacky explained, “with a non-compete for 10 years. Now that the non-compete is over, we are back in the chicken business because it is our passion, our family passion.”

The buyout terms also dictated the “Zacky” name could never appear on trade-packed chicken, but they could put Zacky on their other products, including Zacky Farms chicken franks and lunch meat. “But, anyway,” Zacky said, “for the chicken, it is now ‘Lillian Z’ because we wanted to put that ‘Z’ at the end.”

Lillian views the poultry business is a way of life. “It is not just a business,” she explained. “It is something we enjoy, plus we bring quality and health to the public. I feel what we produce for the consumer is what we would have for our own family.”

2016-05-31T19:27:01-07:00December 15th, 2015|

Thanks to California Ag!

Thanks to California Ag for Thanksgiving!

By Patrick Cavanaugh, Deputy Editor

 

As Americans enjoy Thanksgiving dinner, let us recognize that farmers, especially California farmers, have made our bounty possible.

pumpkin free imageCalifornia is a big turkey producing state, always ranking in the top six nationally.

pumpkin free imageIn 1948, Sophie Cubbison, who was born in San Carlos, California and who graduated from California Polytechnical University in 1912, invented the Mrs. Cubbinson’s melba toast or cornbread stuffing most of us serve. (She even paid her way through college with the money she earned feeding farmworkers. Sourcewww.mrscubbisons.com)

pumpkin free imageWhat would Thanksgiving be without wonderful California wines and Martinelli’s (another great California company) great sparkling apple and grape beverages to celebrate our good fortune?

pumpkin free imageAnd all those amazing side dishes . . . the russet and red potatoes from Kern County; the sweet potatoes from Merced County; the many wonderful squash varieties including zucchini, yellow, acorn squash . . . are all produced by farmers and farmworkers in California.

pumpkin free imageGreen beans, lettuce, tomatoes, olives, cucumbers, radishes, and carrots will grace the tables across America, thanks to California producers in ped and other areas of the state.

Don’t forget gapumpkin free imagerlic, onions and mushrooms are all produced primarily in California!

California farmers produce it all, with the exception of cranberries!

Thanks Wisconsin!

(And New Jersey, Massachusetts, Oregon, Washington, and parts of Canada)

pumpkin free imageYou can thank California egg producers for those tasty hardboiled deviled eggs on Grandma’s favorite serving dish.

pumpkin free imagePlus raisins, a great addition to dressings and other dishes, thanks to the raisin producers in Fresno, Madera and Merced Counties.

pumpkin free imageAnd of course walnuts, almonds and pistachios are big part of our savory stuffing recipes and our snacks.

pumpkin free imageApple cider and apple pie? California, among the top five states, produces a wide variety of apples.

pumpkin free imageWait! What about pumpkin pie? California farmers.

pumpkin free imageAnd the wonderful whipped cream? Thanks to the California dairy industry.

pumpkin free imageDid you know the turkey pop-up timer was invented in California? Yes, indeed. Back in the 1950s, the California Turkey Producers Advisory Board brainstormed to figure out how to prevent over-cooked turkeys, according to Leo Pearlstein, a Los Angeles pubic relations pro in the food industry, who was among the five original board members. One board member—a California turkey producer, as Pearlstein tells it—looked up at the ceiling, noticed the sprinklers and had a Eureka moment! He suddenly realized the ceiling sprinklers were triggered when heat melted a material inside the gizmo. For a complete explanation, see How Pop-Up Turkey Timers Work at home.howstuffworks.com/pop-up-timer1.htm.

From all of us here at California Ag Today,

Thanks to California Ag for serving us a delectable nutritious Thanksgiving!

2016-05-31T19:27:03-07:00November 24th, 2015|

Avian Influenza Mapping Plan to Prevent CA Outbreaks

High Pathogenic Avian Influenza Mapping Plan (HPAI) to Prevent Outbreaks in California

By Patrick Cavanaugh, Deputy Editor

In 2014 and 2015, the outbreak of High Pathogenic Avian Influenza (HPAI) caused unprecedented damage to the mid-western commercial poultry industry, requiring the depopulation of 48 million birds, particularly turkeys and laying hens. There were isolated cases in last autumn in California as well. Migrating birds, generally considered to be the source of HPAI, move throughout the state in their flyways this time of year.

USDA Pacific Flyway Map

USDA Pacific Flyway Map

Maurice Pitesky, a UC Cooperative Extension population health & reproduction assistant specialist with an appointment in poultry health and food safety, emphasized the importance of the flyways, “These global flyways that waterfowl use to move north and south and back again every single year are like freeways. And in those freeway lanes, different birds interface with each other.  So, we might have a Pacific flyway that covers California, but that Pacific flyway can interface with the East Asian and Australian flyway in the Northern Arctic. If you look at the genetics of the strains that were found in North America, especially in California, the genetics match some of the HPAI found in South Korea for example,” Pitesky said.

The Avian Influenza Mapping Plan is like overlaying maps of birds’ flying patterns for an early warning system for commercial operations. Pitesky observed, “We’re really just scratching the surface in how we can utilize maps with respect to surveillance and risk-mapping. For example, if I can locate on a map, where waterfowl, flooded rice fields, or wet fields are, and I can also determine where commercial poultry operations are, then I can start understanding which operations are at highest risk.”

I can triage my focus, outreach, and biosecurity efforts to those farms that are most closely located.

“New techniques are available so our national network of weather radar can actually be leveraged, and that data can be utilized remotely to understand in real time where waterfowl are hanging out. Eventually we can use that information to warn farmers in real time if there are migrating waterfowl near their farm,” he said.

2016-05-31T19:27:03-07:00November 18th, 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

2016-05-31T19:27:07-07:00October 9th, 2015|

High Pricing Keeps Tulare County Ag #1

Tulare County Ag Tops all Counties

By Laurie Greene, Editor

The 2014 crop report from Tulare County indicates another record-setting year. Marilyn Kinoshita, Tulare County Ag Commissioner, noted how well the dairy industry did, “30% of our overall value was actually milk, so dairy is incredibly important to our county. They had some good prices for most of the year. That is what brought up the value of milk to $2.5 billion. It is a significant increase over the prior year. A little bit more yield, but it is the price that kicked up well over two billion dollars.”

Tulare County Ag sales topped $8 billion in 2014, and the dairy industry overcame significant pricing obstacles to contribute to the County’s success.

Kinoshita continued, “We’ve got several classes of milk, and California producers are at a disadvantage to the other folks in Wisconsin or Nebraska, or wherever milk is produced. California producers feel singled out. They have their own system by the Secretary of Ag, so they have lobbied to get some hearings to be put under the federal system of pricing. California is lower than the federal standard.”

Citrus sales also played an important role in setting the new sales record, she said, “They had a really good year and went up considerably. So there is our number three crop. We are the nation’s number one citrus county. When our growers are having a good year, it benefits the county. We have 71 citrus packing sheds in our county and all the major juicing plants in California are right here.”

Kinoshita also mentioned some of the ways that citrus has become the number three crop, “It is sort of supply and demand, and great marketing. We ship to 90 different countries around the world. A portion of our production is exported.”

In 2014, livestock in general was up 40%, which also made an impact on sales in Tulare County, “You’ll find when you go to a grocery store that steaks, chicken, and turkey all cost more. So all of our species had an increase in price per unit for this crop reporting year.”

2016-05-31T19:28:06-07:00August 30th, 2015|
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