California Ag Network

Category: Ag Economics

  • Organic Trade Association Hails Long-Awaited Organic Animal Welfare Rule

    The Organic Trade Association (OTA) celebrated the strengthening of organic animal welfare standards by the U.S. Department of Agriculture (USDA), saying the long-awaited action by the department is a major win for producers and consumers who have steadily advocated for the more robust regulations.

    “The organic sector and organic consumers have been clamoring for stricter animal welfare standards for 20 years now, and the OTA and its members have spearheaded that fight,” said Tom Chapman, CEO of the Organic Trade Association. “These new standards not only create a more level playing field for organic producers, but they ensure consumers that the organic meat, poultry, dairy and eggs they choose have been raised with plenty of access to the real outdoors, and in humane conditions.”

    The USDA on October 25 announced its final Organic Livestock and Poultry Standards (OLPS) regulation. The regulation creates clear standards for outdoor access for organic poultry including minimum indoor and outdoor space requirements, and further clarifies living conditions, healthcare, transportation, and slaughter practices to support animal welfare for all organic avian and mammalian livestock species. Most importantly, the rule clarifies that screened-in, enclosed porches do NOT qualify as sufficient outdoor space for organic chickens. Current organic poultry producers have up to five years to implement the new regulations.

    “Having clear, consistent and enforceable standards is paramount for the organic sector to not only maintain consumer trust but to ensure that farms and businesses of all sizes have a fair shot at competing in the marketplace by meeting a minimum set of requirements,” said Chapman. “The road to this final step has been long and often bumpy, and we thank all our members, allies and advocates for not giving up on our fight to strengthen organic.”

    Organic producers applaud the USDA action

    “This update to the organic standards could not come soon enough. For organic poultry it will ensure that the farmer, whenever possible, will let their chickens go outside, touch the ground, and frankly scratch around and act like chickens,” said Adam Warthesen, Senior Director of Government & Industry Affairs for organic dairy cooperative Organic Valley. “All organic poultry producers will need to provide real access to the outdoors and that is what certified organic represents. The new standards are a definite improvement over the current reality which has created competitive harm among farmers and not met consumers expectations for what it means to be an organic egg from an organic chicken.”

    “Certified organic egg, dairy, and animal producers hold their operations to a higher standard of animal welfare than what is required, both because it’s the right thing to do and because it’s what our customers expect and deserve from us,” said Cameron Whitehead, Chief Operating Officer of organic egg producer Pete & Gerry’s Organics. “The organic industry has been fighting for this rule for more than six years and we’re pleased to see the USDA validate the expectations of organic consumers in a way that enables the industry to continue to prosper.”

    “The debate has always been about consumer confidence in the Organic seal. We are pleased that the USDA is committed to restoring that confidence and removing ambiguity of what producing an organic egg means,” said John Brunnquell, President & CEO of Egg Innovations, the midwestern organic, free-range, pasture-raised egg producer.

    “At Chino Valley, we have always believed that organic means more than just feed. The passing of this rule ensures one of the most important tenets of organic egg production, outdoor access, is guaranteed and meaningful for the hens that we care for. This is a huge win for the hens. This is a huge win for hundreds of small family farms across our great nation who prefer to farm this way. Thank you to USDA Secretary Vilsack for supporting the rule. Thank you, OTA, for your leadership. Thank you to the rest of the family farms that supported this rule.”  said Chris Nichols, CEO of organic egg producer Chino Valley Ranchers.

    “For over 35 years, Applegate Farms has been an advocate for the improvement of animal welfare. To that end, it is essential to us that the USDA maintain the integrity of the Organic standard, and consumer trust in it. We strongly support NOP’s efforts to create greater consistency in organic livestock practices with the Organic Livestock and Poultry Standards. We celebrate a final rule that will strengthen organic animal welfare standards, better align organic producers and certifiers, and meet consumer expectations for organic livestock products,” said Carolyn Gahn, Senior Director, Mission & Advocacy for Applegate Farms.

    Closing the loopholes 

    Outdoor access is a core tenet for organic poultry and livestock production. USDA organic regulations require that all certified organic operations must give their animals “access to the outdoors, shade, shelter, exercise areas, fresh air, clean water for drinking, and direct sunlight”. But these regulations have not been consistently enforced, resulting in a few large poultry companies utilizing narrow, enclosed porches – usually with a cement floor – instead of true outdoor access.

    The result has been inconsistent animal welfare standards for organic chickens and an unlevel playing field for all the organic farmers who treat their birds right. The USDA has acknowledged that the inconsistent interpretation of regulations has caused competitive harm to the organic farmers already adhering to the most robust animal welfare standards.

    In 2010, USDA issued a final rule creating clear standards for grazing and access to pasture for organic dairy and cattle. The organic poultry sector called for similar clarifications.

    USDA released its final Organic Livestock and Poultry Practices (OLPP) regulation in early 2017, after 14 years of vetting and review by organic stakeholders and industry and government experts. OLPP clarified USDA’s organic animal welfare standards, with an emphasis on poultry. The implementation of that final rule, however, was delayed and blocked, and the rule was ultimately withdrawn. In the fall of 2017, OTA filed a lawsuit against the USDA for unlawfully delaying the implementation of the regulation and violating the Organic Foods Production Act.  Spurred on by the lawsuit and continuing advocacy from the organic sector and the public for stronger animal welfare standards, the current Administration proposed the Organic Livestock and Poultry Standards (OLPS) regulation last August, which is in line with the Organic Livestock and Poultry Practices final rule.

    The public has repeatedly and strongly expressed its support for tighter organic animal welfare rules. Publication of the OLPP proposed regulation in 2017, and the OLPS last year, have drawn solid support. The OLPS rule, in the latest example, was open for comment through November 10, 2022, and attracted overwhelming public support. Analysis showed that out of almost 40,000 posted comments, a huge 89 percent majority were in favor of the regulation being finalized and implemented.

    Shoppers flocking to organic 

    The organic market has posted steady growth for decades as consumers increasingly value the high organic standards, the environmentally-friendly organic farming practices, and the safe, healthy choice that organic provides for their families. Organic egg sales in the U.S. have more than tripled over the last ten years. So have the sales of organic poultry. Organic food sales in the United States in 2022 broke through $60 billion for the first time, hitting another high-level mark for the resilient organic sector. Total organic sales – including organic non-food products, were a record $67.6 billion, according to OTA’s 2023 Organic Industry Survey.

    Animal welfare has been shown to be an important consideration for consumers. Recent research commissioned by the Organic Trade Association shows that 75 percent of Americans are concerned about the treatment of animals by the meat and dairy industry. Animal welfare and outdoor access are core value propositions for organic shoppers, and they are willing to pay more for these benefits.  Organic buyers want to feel confident that the organic eggs and poultry they purchase and serve their families come from chickens that have access to pasture and the outdoors, fresh air and sunlight.

    The trust that consumers have in organic is well deserved. Organic agriculture is regulated by the most stringent and comprehensive set of rules governing any form of agriculture. Farmers voluntarily choose to go organic and to abide by these strict organic standards.  USDA, through its National Organic Program, sets the federal standards for all organic products certified to the USDA Organic label. However, organic standards once approved are not set in stone, and are under constant review in a public and transparent process to ensure that they reflect evolving understandings about soil, climate, health, and animal welfare.

    “The organic sector has always welcomed clear and fair standards under which to operate, and we are happy the government has at long last moved forward on this sound and much needed regulation,” said Chapman. “This is a victory for the entire organic sector – and for all organic consumers.

    About the Organic Trade Association

    The Organic Trade Association (OTA) is the membership-based business association for organic agriculture and products in North America. OTA is the leading voice for the organic trade in the United States, representing over 10,000 organic businesses across 50 states. Its members include growers, shippers, processors, certifiers, farmers’ associations, distributors, importers, exporters, consultants, retailers and others. OTA’s Board of Directors is democratically elected by its members. OTA’s mission is to promote and protect ORGANIC with a unifying voice that serves and engages its diverse members from farm to marketplace.

  • FDA Foods Coalition to Advocate for the Implementation of Proposed Redesign of Human Foods Program

    The FDA Foods Coalition was launched on Oct. 26th to advocate for a modernized, effective foods program at the U.S. Food and Drug Administration (FDA) focused on preventing foodborne illness outbreaks and other food safety risks, and decreasing diet-related chronic diseases. Made up of consumer advocates, food industry representatives, public health groups, and state and local regulators, the Coalition will educate policymakers, media and the public about improving the governance of the FDA Human Foods Program.

    The Coalition is supportive of FDA’s proposed redesign of the Human Foods Program and looks forward to working with Commissioner Robert Califf, M.D., and new Deputy Commissioner for Human Foods Jim Jones to implement these changes and facilitate greater transparency, accountability and meaningful stakeholder engagement.

    Many of the organizations in the diverse coalition began working together following FDA’s delayed response to the infant formula crisis and called on Commissioner Califf to appoint a leader empowered to address the fundamental problems plaguing the agency’s foods program. In response, Commissioner Califf ordered an external review of the program by the Reagan Udall Foundation, which concluded that the FDA’s culture, organizational structure, and governance model undermine its effectiveness. Earlier this year, Commissioner Califf announced plans to adopt many of those recommendations and recently appointed Jim Jones as deputy commissioner of its Human Foods Program.

    “Consumers depend on the FDA to be effectively organized and governed to prevent food safety risks and ensure our food is safe,” said Brian Ronholm, director of food policy at Consumer Reports and co-chair of the FDA Foods Coalition. “Commissioner Califf has proposed a redesign that will allow the Human Foods Program to carry out its critical mission and make the agency more accountable and transparent. Our coalition supports these changes and believes the implementation of them is critically important to all of the FDA’s food system stakeholders.”

    “Industry needs a strong, unified, and modernized FDA to facilitate innovation, growth, and the production of safe, nutritious foods that are accessible and affordable for all consumers,” said Roberta Wagner, senior vice president of regulatory and scientific affairs at the International Dairy Foods Association and co-chair of the FDA Foods Coalition. “The coalition will continue to advocate that FDA shift away from its traditional reactionary model to a modernized, prevention-oriented oversight model that aligns with industry’s immense efforts to ensure continual improvement and prevent problems from occurring, as exemplified by industry’s ongoing implementation of the Food Safety Modernization Act (FSMA). Industry values FDA’s oversight role in assuring companies produce safe food every day for American consumers, and we look forward to supporting the agency’s Human Foods Program through this coalition.”

    “FDA needs substantial additional resources to strengthen and improve its human food safety and nutrition programs.  Maximizing the value of such an investment will require stakeholders and the FDA to address the organizational, cultural, and policy challenges that confront food safety,” saidSteven Grossman, Executive Director of the Alliance for a Stronger FDA. “The FDA Foods Coalition is uniquely positioned to achieve this and is a natural complement to the Alliance’s efforts to increase funding.”

    In addition to Consumer Reports and the International Dairy Foods Association, the Coalition includes the American Frozen Food Institute, Association of Food and Drug Officials, Center for Science in the Public Interest, Consumer Brands Association, Consumer Federation of America, Environmental Defense Fund, Environmental Working Group, International Fresh Produce Association, Peanut and Tree Nut Processors Association, STOP Foodborne Illness, and Western Growers. The Coalition will continue its outreach to other stakeholders that align with this mission.

    The FDA Foods Coalition will work with the agency to ensure that FDA’s Human Foods Program:

    ●       Communicates, embraces and promotes a clear and compelling vision, mission and value statement.
    ●       Institutes an organizational structure with a single leader with a clear articulation of roles, responsibilities, and accountability and a culture that is well-equipped to sustain leadership transitions.
    ●       Establishes — through the new deputy commissioner position — a management system that fully integrates the Human Foods Program on policy, resource management, and field operations, and leads a program-wide transformation that prioritizes the shift to a public health prevention culture in both headquarters and field operations.
    ●       Develops and nurtures a culture where regulatory decision-making is focused on consumer safety and public health, rooted in scientific evidence and FDA’s legal framework, and occurs in a timely and predictable way.
    ●       Prioritizes meaningful stakeholder engagement and collaboration in regulatory priority setting and decision making based on science-driven and effective risk management principles, maximum transparency, and data sharing.
    ●       Establishes a stronger, more cooperative relationship with state, local, and tribal governments, including fulfilling the FSMA vision of a National Integrated Food Safety System.
    ●       Formulates an appropriations strategy that considers stakeholder input and includes a well-defined, prioritized agenda and clarity and transparency on how program funding would be allocated.

    ●       Has authority and resources to ensure that the agency’s Enterprise Modernization initiative meets the operational and data management needs of the Human Foods Program.

  • Over $3 Billion Announced for Commodity & Specialty Crop Producers Impacted by 2022 Natural Disasters

    The U. S Department of Agriculture (USDA) will provide more than $3 billion to commodity and specialty crop producers impacted by natural disaster events in 2022. Eligible impacted producers can apply for financial assistance through the Emergency Relief Program (ERP) 2022. The program will help offset the financial impacts of crop yield and value losses from qualifying disasters occurring in 2022.

    “2022 was another year of weather-related challenges — for some, the third consecutive year or more in a row. The financial impact to a family farm or ranch in one year is significant but the cumulative impact of multiple years can be devastating,” said USDA Farm Service Agency (FSA) Administrator Zach Ducheneaux. “In our continued commitment to improving our delivery of emergency relief assistance, we have further refined our Emergency Relief Program 2022 delivery process. Instead of two separate program phases, we will now run two tracks concurrently increasing our efficiencies in application and payment processing while ensuring equitable program delivery. We also listened to important input from producers and stakeholders and have enhanced ERP 2022 provisions to ensure shallow loss impacts on revenue are considered.”

    Background

    On Dec. 29, 2022, President Biden signed into law the Disaster Relief Supplemental Appropriations Act, 2023 (P.L. 117-328)that provides about $3.7 billion in financial assistance for agricultural producers impacted by eligible natural disasters that occurred in calendar year 2022.

    ERP 2022 covers losses to crops, trees, bushes and vines due to qualifying, calendar year 2022 natural disaster events including wildfires, hurricanes, floods, derechos, excessive heat, tornadoes, winter storms, freeze (including a polar vortex), smoke exposure, excessive moisture, qualifying drought and related conditions.

    ERP 2022 program benefits will be delivered to eligible producers through a two-track process. FSA intends to make both tracks available to producers at the same time. This two-track approach enables USDA to:

    • Streamline the application process.
    • Reduce the paperwork burden on producers.
    • Proactively include provisions for underserved producers who have not been well served by past emergency relief efforts.
    • Encourage producer participation in existing risk management programs to mitigate the impacts of future severe weather events.

    It’s important to note that disaster-impacted producers may be eligible for ERP 2022 assistance under one or both tracks. To avoid duplicative benefits, if a producer applies for both tracks, the Track 2 payment calculation will take into account any payments received through Track 1.

    ERP 2022 Application Process – Track 1

    ERP 2022 Track 1 leverages existing federal crop insurance or Noninsured Crop Disaster Assistance Program (NAP) data as the basis for calculating payments for eligible crop producers who received indemnities through these risk management programs.

    Although FSA is sending pre-filled ERP 2022 Track 1 application forms to producers who have crop insurance and NAP data already on file with USDA, producers indemnified for losses resulting from 2022 natural disasters do not have to wait to receive the application before requesting ERP 2022 assistance. Effective Oct. 31, 2023, producers can apply for ERP 2022 benefits whether they have received the pre-filled application or not. Receipt of a pre-filled application is not confirmation that a producer is eligible to receive an ERP 2022 Track 1 payment.

    USDA estimates that ERP Track 1 benefits will reach more than 206,000 producers who received indemnities for losses covered by federal crop insurance and more than 4,500 producers who obtained NAP coverage for the 2022 crop year.

    ERP 2022 Application Process – Track 2

    Track 2 is a revenue-based certification program designed to assist eligible producers who suffered an eligible decrease in revenue resulting from 2022 calendar year disaster events when compared with revenue in a benchmark year using revenue information that is readily available from most tax records. In cases where revenue does not reasonably reflect a normal year’s revenue, Track 2 provides an alternative method for establishing revenue. Likewise, Track 2 affords producers of crops that are used within an operation and do not generate revenue from the sale of the crop a method for establishing revenue for the purpose of applying for ERP 2022 benefits. Producers are not required to submit tax records to FSA unless requested by the County Committee if required for an FSA compliance spot check.

    Although not required when applying for ERP 2022 Track 2, applicants might find the following documents useful to the process:

    • Schedule F (Form 1040)
    • Profit or Loss from Farming or similar tax documents for tax years 2018, 2019, 2022 and 2023.

    Track 2 targets gaps in emergency relief assistance for eligible producers whose eligible losses were not covered by crop insurance or NAP including revenue losses too small (shallow loss) to be covered by crop insurance.

    Producers interested in applying for ERP 2022 Track 2, should contact their local FSA county office.  Additional reference resources can be found on FSA’s emergency relief website.

    Additional Required Forms

    For both ERP 2022 tracks, all producers must have certain required forms on file with FSA within 60 days of the ERP 2022 deadline. Producers can apply for ERP 2022 starting Oct. 31, 2023. The application deadline has not yet been determined and will be announced at a later date. If not already on file, producers can update, complete and submit required forms to FSA at any time.

    Required forms:

    • Form AD-2047, Customer Data Worksheet.
    • Form CCC-902, Farm Operating Plan for an individual or legal entity.
    • Form CCC-901, Member Information for Legal Entities (if applicable).
    • Form FSA-510, Request for an Exception to the $125,000 Payment Limitation for Certain Programs (if applicable).
    • Form CCC-860, Socially Disadvantaged, Limited Resource, Beginning and Veteran Farmer or Rancher Certification, if applicable, for the 2022 program year.
    • A highly erodible land conservation (sometimes referred to as HELC) and wetland conservation certification (Form AD-1026 Highly Erodible Land Conservation (HELC) and Wetland Conservation (WC) Certification) for the ERP producer and applicable affiliates.

    Most producers, especially those who have previously participated in FSA programs, will likely have these required forms on file. However, those who are uncertain or want to confirm the status of their forms can contact their local FSA county office.

    Future Insurance Coverage Requirements

    All producers who receive ERP 2022 payments must purchase crop insurance, or NAP coverage where crop insurance is not available, in the next two available crop years as determined by the Secretary. Purchased coverage must be at the 60/100 coverage level or higher for insured crops or at the catastrophic coverage level or higher for NAP crops.

    More Information

    ERP 2022 eligibility details and payment calculation factor tables are available on the emergency relief website, in the ERP Track 1 and ERP Track 2 fact sheets and through your local FSA county office.

  • Congressmen Valadao, Langworthy Introduce Legislation to Stop Bans on Traditional Energy Sources

    Congressman David G. Valadao (CA-22) joined Representatives Nick Langworthy (NY-23), Tony Gonzales (TX-23), Mike Lawler (NY-17), Nicole Malliotakis (NY-11), Tom McClintock (CA-05), Jim Moylan (GU-AL), Claudia Tenney (NY-24), and Clay Higgins (LA-03) to introduce the Energy Choice Act. This bill would prohibit states or localities from prohibiting an energy service’s connection, reconnection, modification, installation, or expansion based on the type of energy source being delivered.

    “California has been ground zero for misguided mandates that penalize traditional energy sources – driving up costs for working families and further stressing our state’s already unreliable power grid,” said Congressman Valadao. “Governor Newsom has banned the sale of combustion-engine vehicles in the state after 2035 – putting the interests of extreme environmentalists over hardworking Californians. I’m proud to support the Energy Choice Act to put an end to these misguided energy policies and ensure an all-of-the-above approach to energy production and use.”

    “Governor Kathy Hochul and Democrats in Albany are hurting Upstate New Yorkers with their relentless war on American energy,” said Congressman Langworthy. “Her effort to ban the use of gas in buildings across the state will not only increase energy costs for families, but it will also eliminate a reliable and necessary source of energy that keeps homes heated and people safe during our extreme winter storms. As this is becoming a dangerous trend in blue states across the country, the Energy Choice Act would end these costly bans and secure our nation’s energy future.”

    “To achieve energy independence we need energy diversification, but not to the exclusion of traditional energy sources,” Congresswoman Malliotakis said. “I’m proud to join my colleagues in introducing legislation to prevent states like New York from banning specific types of energy to increase reliability, protect our constituents during the cold winter months and ensure Americans have access to affordable energy options.”

    “President Biden and Governor Hochul continue to squash American energy production and infringe on Americans’ right to choose how they heat their homes by implementing legislation to make energy for our communities less reliable and more expensive,” said Congresswoman Tenney. “The Energy Choice Act would prevent any state attacks on energy choice to save our families money and unleash American energy dominance. The Left must end their war on natural gas and allow Americans to choose the energy sources that work best for them!”

    “As a result of weak policies, the American people are burdened by a higher cost of living now more than ever before,” said Congressman Moylan. “The Energy Choice Act works to ease the pockets of Americans by giving them the right to access affordable and reliable energy through prohibiting restrictions on natural gas. Most importantly, this bill would make us less dependent on foreign adversaries for our energy needs.”

    Background:

    In August of 2022, California’s Air Resources Board (CARB) approved a measure requiring all new vehicles sold in the state of California to emit zero emissions by 2035. Since then, nine other states have committed to following California’s standard, saying they will enforce the ban on the sale of all internal combustion engine vehicles by 2035. These states include New York, New Jersey, Connecticut, Massachusetts, Maryland, Oregon, Washington, and Rhode Island.

    In April of this year, Congressman Valadao led a letter to Governor Gavin Newsom urging him to reconsider this policy and cited the impacts on the state’s electrical grid, supply chain, and economy.

    The full text of the bill can be found here.

  • Meat Institute’s Dr. KatieRose McCullough Appointed to USDA Food Safety Advisory Committee

    The Meat Institute announced that Dr. KatieRose McCullough has been appointed to the U.S. Department of Agriculture’s (USDA) National Advisory Committee on Microbiological Criteria for Foods (NACMCF) bringing her scientific expertise and industry knowledge to federal food safety agencies.

    “Dr. McCullough has her finger on the pulse of industry food safety best practices, scientific research and rulemaking,” said Meat Institute President and CEO Julie Anna Potts. “Her collaborative and passionate work in the scientific community to help meat companies ensure their products are safe is going to be an incredible asset to federal agencies.”

    Dr. KatieRose McCullough serves as the director of science and public health at the Meat Institute where she provides expertise on a variety of topics including: meat science, food safety, meat consumption, public health, and more. As the scientist for Meat Institute, McCullough works to ensure policies are created on a sound science-based foundation.

    McCullough also serves as the Chief Scientist to the Foundation for Meat and Poultry Research and Education and acts as the staff liaison for the Scientific Affairs Committee. She also manages the Meat Institute’s scholarship program, which funds multiple scholarships for undergraduate and graduate students each year.

    McCullough received her Bachelor of Science in Animal Science from Texas Tech University, her Master of Science in Animal Science from Oklahoma State University with research focusing on meat quality and her Doctorate of Philosophy in Animal Science from Colorado State University with her research focusing on food safety. McCullough also holds a Master’s in Public Health from the Colorado School of Public Health focusing on Animals, People and the Environment.

    According to USDA, members of the committee are chosen based on their expertise in microbiology, risk assessment, epidemiology, public health, food science and other relevant disciplines.

    “NACMCF members bring a wealth of expertise and dedication to the critical mission of ensuring the safety of our nation’s meat and poultry products,” said Agriculture Secretary Tom Vilsack. “Their contributions will help us continue to strengthen our nation’s food supply and protect the health and well-being of American consumers.”

    NACMCF has made important contributions to a broad range of critical food safety issues. The committee reports provide current information and scientific advice to federal food safety agencies and serve as a foundation for regulations and programs aimed at reducing foodborne disease and enhancing public health. Federal food safety agencies involved with NACMCF are USDA’s Food Safety and Inspection Service (FSIS), the U.S. Department of Health and Human Services’ Food and Drug Administration (FDA) and the Centers for Disease Control and Prevention, the Department of Commerce National Marine Fisheries Service, and the Department of Defense Veterinary Services.

    About the Meat Institute
    The Meat Institute is the United States’ oldest and largest trade association representing packers and processors of beef, pork, lamb, veal, turkey, and processed meat products. Meat Institute members include over 350 meat packing and processing companies, the majority of which have fewer than 100 employees, and account for over 95 percent of the United States’ output of meat and 70 percent of turkey production.

  • California Milk Processor Board Launches ‘Get Real Inc.’ Campaign with Comedian Desi Banks

    The California Milk Processor Board (CMPB), creators of the iconic “Got Milk?” campaign, is proud to announce the launch of a groundbreaking new initiative aimed at encouraging Californians to embrace authenticity and enjoy the nutritional benefits of real milk. This campaign, aptly named “Get Real Inc.,” marks a significant departure from the digital and virtual world’s ever-increasing influence and strives to bring people closer to what is real in an age dominated by technology and artificiality.

    In addition to promoting realness, the CMPB is committed to supporting the future generations of leaders and innovators by donating $100,000 to select Boys and Girls Clubs across California including the Boys and Girls Clubs of Oakland, Boys and Girls Clubs the Sequoias, Boys and Girls Clubs of Mid Central Coast, Boys and Girls Clubs of San Dieguito (Encinitas), Boys and Girls Clubs of Malibu, and Boys and Girls Clubs of Monterey Park & Greater East Side.

    To kick off the Get Real Inc. campaign, the CMPB is unveiling brand-new video content featuring actor and comedian, Desi Banks, as Get Real Inc.’s CEO. These videos spotlight “Get Real Inc.,” a whimsical facility where a team of innovators explore inventions to “restore realness” and help people lead more authentic lives.

    Desi Banks, Comedian and Get Real Inc. CEO said, “In a world filled with filters, likes, and virtual realities, it’s refreshing to remind everyone that being real is where the true magic happens. Laughter and real milk both have a way of bringing people together, and I’m excited to help spread the message that living an authentic life is the key to happiness and fulfillment.”

    Get Real Inc. is positioned as a fictional start-up, with a mission inspired by a glass of real milk, that humorously highlights modern society’s increasing detachment from what’s real. In a world filled with technology and inventions that often take us further away from authenticity, the CMPB’s new campaign is a refreshing call to action, reminding us to cherish the virtues of being real.

    Some of the innovations showcased in the ad include:

    • Chips vs. Air Calculator: A tool designed to determine the exact ratio of chips to air in a bag of snacks, ensuring consumers get what they pay for.
    • Real Height App: An app that reveals the true height of individuals, allowing users to verify the accuracy of dating profiles and promoting transparency in the world of online dating.

    Steve James, Executive Director of the California Milk Processor Board said, “Real milk isn’t just a beverage; it’s a natural source of essential nutrients, a symbol of authenticity, and a way to savor life’s real moments. This campaign reflects our commitment to fostering genuine relationships and supporting the future leaders of our communities.”

    To see more of the new campaign, check out the website www.gotmilk.com/getreal and follow us on Instagram at gotmilk on TikTok at gotmilk.

    About the CMPB

    Since 1993, the California Milk Processor Board (CMPB), creator of the famous ‘got milk?’ campaign, has been committed to increasing milk consumption throughout California. The CMPB is funded by all California milk processors and administered by the California Department of Food and Agriculture. The ‘got milk?’ trademark is a federally registered trademark and service mark. For more information, visit www.gotmilk.com.

  • New Robots Featured at FIRA USA to Serve Specialty Crop Ag

    The specialty crop ag community was excited to gather recently in Salinas for the second edition of FIRA USA.  The event featured the latest robotics and automation technologies on the market for fruit, vegetable and tree nut growers.  Watch this special video presentation showcasing new technologies from several innovative companies featured at this event.

  • Application Deadline Approaching for On-Farm Water Recharge Incentive Funding

    It’s very important for California farmers to know that not only will there be more funding available in the next round of the NRCS Environmental Quality Incentives Program (EQIP), but the application deadline is coming much earlier this year. And for growers that are interested in getting some incentive funding for participating in on-farm groundwater recharge, applications are due by Nov. 3rd. Watch this brief interview with Wendy Rash from NRCS to learn more.

    Please thank this video’s sponsor afimilk for their industry support.

  • New UCCE Dairy Advisor for Tulare and Kern Counties

    California Dairy Magazine is excited to announce Rubia Branco Lopes as the new UCCE Dairy Farm Advisor for Tulare and Kern Counties. Watch this brief introductory video to get to know Rubia better, and read more in California Dairy Magazine.

    Please thank this video’s sponsor afimilk for their industry support.

  • US Grain Market Trends Supporting Lower Feed Costs for California Dairies

    Watch this brief interview with Shelby Myers, Grain Markets Intelligence Director from Ever.Ag, as she shares current grain market dynamics supporting more affordable feed availability for California dairies, based on her presentation at a recent meeting in Tulare, CA.

    Please thank this video’s sponsor afimilk for their industry support.