California FFA is excited to announce the launch of the John Justin “Standard of the West” Award, a new scholarship opportunity made possible through a partnership with Justin Boots.
The “Standard of the West” Award is designed to celebrate FFA seniors who exemplify the spirit of agriculture by demonstrating integrity, honesty, perseverance, helpfulness, a strong work ethic, academic achievement, and consistent school attendance.
Each year, one student from each of California FFA’s six regions will be selected as a state finalist. Finalists will receive a product-gift certificate, a plaque, and a $500 scholarship. Among these finalists, one state winner will be chosen and recognized on stage during the annual California FFA State Leadership Conference. The state winner will be awarded a product-gift certificate, a plaque, and a $2,500 scholarship. In addition, the advisor(s) of the state winner will be presented with a certificate for a pair of full-quill ostrich boots, courtesy of Justin Boots.
Applications opened October 1 and are available to any California FFA senior who meets the organization’s scholarship requirements. Interested members are encouraged to apply through the California FFA scholarship portal.
“We are proud to launch the John Justin ‘Standard of the West’ Scholarship Award in partnership with Justin Boots,” said Katie Otto, executive director of development at the California FFA Foundation. “This award honors FFA members who exemplify excellence in academics, leadership, and service. Justin Boots supports FFA’s mission of cultivating the next generation of agricultural leaders, and together we’re recognizing outstanding members who uphold these values.”
About California Association, FFA, and the California FFA Foundation: The California Association, FFA, serves more than 108,000 students, developing their potential for premier leadership, personal growth, and career success through agricultural education. The California FFA Foundation supports these efforts by securing resources and partnerships that make these opportunities possible for students statewide. To learn more about the California FFA, visit calaged.org.
About Justin: Justin is a brand of Western footwear, apparel, and accessories that was founded in 1879 by H.J. Justin. The company is headquartered in Fort Worth, Texas, and produces a variety of boots for both men and women, including cowboy boots, work boots, and casual shoes. Justin also offers a wide range of men’s, women’s and kids apparel and accessories, including cowboy hats, jeans, belts, handbags, and more. Justin is known for its high-quality craftsmanship and use of premium materials, and has a reputation for being a trusted brand in the western market. For more information, visit justinboots.com.
California table grape growers are once again providing scholarship opportunities to graduating high school seniors from the table grape growing regions of California. Three categories of scholarships are available again in 2026.
Two scholarships are available to field workers and their families. The Field Worker Bridge Scholarship is a $14,500 scholarship for students who will attend two years at a community college and transfer to a four-year university in California. The Field Worker Scholarship is a $25,000 scholarship for students who will attend a four-year university in California. Eligible high school graduates or graduating seniors, or their parent/legal guardian, must have been employed as a field worker in a California table grape vineyard during the 2025 harvest or plan to be employed during the 2026 season to be eligible for the Field Worker Scholarships.
The third scholarship is a $25,000 Agricultural Scholarship available for students interested in building a career in the California table grape industry and investing their undergraduate years of study in academic areas related to the industry. Eligible high school graduates or graduating seniors must pursue a four-year undergraduate degree from a California university in a field of study pertinent to table grapes and be residents of the Coachella or San Joaquin valleys.
Three scholarships from each category are available. Applicants for all scholarships must plan to attend a California college or university. The deadline to apply for all scholarships is Friday, February 6, 2026.
American Pistachio Growers (APG), in collaboration with Washington State University, University of California – Riverside, UC Cooperative Extension, the USDA Agricultural Research Service and regional nut industry partners, has been awarded a $1 million grant through the California Department of Food and Agriculture’s Biologically Integrated Farming Systems (BIFS) Program to develop a Regional Integrated Pest Management (IPM) network for Navel Orangeworm (NOW) — the most damaging pest in California’s tree nut industry.
The project, led by Dr. Houston Wilson (UC Riverside), Dr. David Crowder (WSU), Dr. Jhalendra Rijal (UC IPM), and Dr. Charles Burks (USDA ARS) will pilot a groundbreaking Decision Aid System (DAS) that integrates real-time trap data, weather models, and crop phenology into a single communication platform. The goal is to improve the timing and precision of pest control decisions while fostering regional cooperation among almond, pistachio, and walnut growers.
“This project moves us beyond the farm gate,” said Joe Coelho, APG’s Director of Sustainability and Member Outreach, who serves as Technical Agronomist and PCA on the project. “For the first time, growers across commodities will have access to shared regional data and communication tools that allow them to anticipate pest pressure before it hits their fields and ultimately make precise, timely treatment decisions. The outcome is fewer sprays, lower costs, and higher quality nuts.”
Through field-level data acquisition, the system’s meta-analytics will identify regional flight trends coupled with crop-specific phenological development and enhance forecasting of NOW flights — critical steps in breaking the pest’s lifecycle across neighboring farms. Ultimately, the program is expected to help reduce pesticide use, improve nut quality, and lower aflatoxin risk associated with pest damage.
APG will serve as the grower administration partner, coordinating grower participation and outreach. Carlee Branco, APG Grant Programs Administrator, will conduct on-farm grower coordination, engagement and data collection. “This is a major milestone for sustainable pest management,” said Coelho, “and it demonstrates APG’s leadership in advancing research that directly benefits growers.”
The Regional IPM for Navel Orangeworm Project represents a pivotal step toward the state’s Sustainable Pest Management (SPM) Roadmap by providing a scalable, data-driven framework that can be expanded statewide.
“This is exactly the kind of innovation California agriculture needs,” said Dr. Wilson. “Regional coordination is essential to long-term pest reduction, especially for highly mobile insects like the navel orangeworm, and this project will now put those ideas into practice at scale.”
The program launches in early 2026, with pilot regions in West Fresno County and Modesto, serving as the foundation for a future statewide expansion. Growers within these territories who are interested should contact Carlee Branco for more information at cbranco@americanpistachios.org.
American Pistachio Growers (APG) is a non-profit trade association representing more than 800 growers and processors across California, Arizona, and New Mexico. APG’s mission is to enhance grower profitability through global marketing, industry research, and sustainability initiatives that promote economically viable and environmentally responsible pistachio production.
The California Department of Food and Agriculture (Department) recently conducted a referendum among California Market Milk Producers to consider whether the Quota Implementation Plan (QIP) should be terminated. The deadline to vote in the referendum was September 10, 2025.
On September 9, 2025, prior to the end of the voting period for the referendum, over 50 ballots were hand-delivered to the Department by a third party. Visual inspection upon receipt confirmed that the ballots had been removed from their sealed envelopes. Due to these unusual circumstances, the Department has decided to reissue the affected ballots and grant a special extension to vote to the producers whose ballots were received open. These new ballots are going out in the mail today; only properly completed and signed ballots, postmarked or otherwise received by the Department in a sealed envelope no later than October 24, 2025, will be counted.
The Department will announce and notify all California Market Milk producers of the referendum results following tabulation of the ballots. Tabulation of ballots will not begin until the special extension period for receiving ballots has concluded.
In November 2018, following California’s entry into the Federal Milk Marketing Order (FMMO) the operations of CDFA’s Dairy Marketing Branch were terminated. In order to ensure the availability of funds to offset closing costs, terminated programs are required to keep unused funds in State Treasury for three fiscal years. Additionally, in the case of the Dairy Marketing Branch, the approval of the Legislature was required for CDFA to regain access to the unspent balance after the waiting period. The required thresholds have been met resulting in $3,595,000 becoming available for CDFA to conduct research to benefit both dairy farmers and milk processors.
In the next few months CDFA plans to issue a Request for Proposals (RFP) to perform industry-focused research projects. As part of that process, we are asking the California dairy industry to help us identify their top research priorities. Accordingly, all members of the California dairy industry are invited to attend a workshop to discuss research priorities, project criteria and scope:
Date: Thursday, October 23, 2025
Time: 10:00 am
Location: CDFA Headquarters Auditorium
1220 N Street, Sacramento, CA 95814
You may join the workshop online by using the link below:
World Ag Expo®, the largest annual outdoor agricultural exposition, is gearing up to make its return in February, naming Ron Clark as the 2026 Show Chairman.
“It’s an honor to be selected by my peers in the community, and to follow a long line of respected leaders,” said Clark. “I look forward to representing the greatest ag show in the world and welcoming visitors to discover the latest in agriculture.”
A Tulare native, Clark has been involved in agriculture from a young age, working on his family farm since third grade. Over the years, he has managed his own farming operation while providing custom farming and farm management services. Committed to agricultural education and innovation, he has run test plots for various organizations, including the UC Cooperative Extension. Clark has served as Vice Chairman of Mid Valley Co-op and as a board member of numerous Kaweah Water Associations and the Tulare Joint Union High School District Ag Advisory Committee. A generational volunteer, he carries on his family’s long-standing tradition of supporting World Ag Expo.
The theme for the 2026 show, “Grounds for Innovation,” highlights both the 2.6 million square feet of exhibit space, and its role as a showcase for the latest in agricultural technology. From the Top-10 New Products Competition to a wide array of exhibitors featuring cutting-edge solutions, innovation is always at the forefront of World Ag Expo.
The annual show is produced by the International Agri-Center®, a non-profit focused on agriculture education, innovation, and business development.
World Ag Expo® is the largest annual outdoor ag tradeshow of its kind. In 2025, the show saw over 100,000 attendees from 49 states and 80 countries. With more than 1,200 exhibitors and 2.6 million square feet of exhibit space, World Ag Expo® provides a platform for networking, education, and business in one of the most productive ag counties in the United States. Limited exhibit space is still available and can be requested at https://bit.ly/exhibitwae26.
Tickets are on sale online now at https://bit.ly/ticketswae26, and attendees can plan their visit at www.worldagexpo.com. With a diverse lineup of agriculture companies, demonstrations, and seminars, there is something for every ag professional. World Ag Expo® 2026 will run Tuesday, February 10 through Thursday, February 12, 2026, at the International Agri-Center® in Tulare, CA.
The International Agri-Center® is home to World Ag Expo®, February 10-12, 2026 in Tulare, California. An estimated annual average of 102,000 individuals from 65 countries attend World Ag Expo® each year. The largest annual agricultural show of its kind, World Ag Expo® hosts more than 1,200 exhibitors displaying cutting-edge agricultural technology and equipment on 2.6 million square feet of show space. Learn more at www.worldagexpo.com.
Awards totaling approximately $1.5 million will empower farmers, ranchers and food entrepreneurs and strengthen local food systems and supply chain resiliency throughout the southwestern United States.
Barraza Farms is a small-scale organic farm growing mixed vegetables in Santa Cruz County.
The University of California Agriculture and Natural Resources and the Southwest Regional Food Business Center are pleased to announce the first round of Business Builder Award grants to 73 small and mid-sized farm and food businesses across the Southwest region.
The Business Builder Award Program is designed to build capacity for food producers and processors by supporting infrastructure, innovation and market access. Recipients include businesses working on:
●Food safety equipment for egg processing, cleaning and grading for a pasture-raised flock, modernizing operations and improving efficiency
●Grain mill for organic heirloom flour production, which will increase supply tenfold to meet growing demand from school districts
●Meat inspection and processing equipment supporting cattle ranchers in Arizona, Nevada and Utah
●Marketing and packing supplies for small food businesses to expand into new markets; examples include spice blends, baked goods, mobile markets, farmers and fish harvesters
“These projects reflect the diversity and ingenuity of our regional food producers,” said Tracy Celio, program manager for the Southwest Regional Food Business Center. “We are thrilled to distribute Business Builder awards across the Southwest in partnership with USDA, which will address the unique needs of farmers, ranchers and food producers while strengthening local food systems with lasting impact.”
The recipients include a small, Los Angeles-based spice company, which creates authentic flavors of West Africa.
“I’m so grateful to receive this grant for Gloria’s Shito,” said founder Gloria Allorbi, whose business creates authentic flavors of West Africa. “These funds will help elevate our shipping process, improve the unboxing experience, and reduce package damage. It’s a big step toward our mission of bringing the bold flavors to more tables and our vision of making the cuisine visible in mainstream grocery spaces; starting with our direct-to-consumer platforms while we grow into retail.”
Another award recipient, Oatman Flats Ranch, is a farm in Arizona that aims to provide farm-to-fork regenerative, organic-certified food to schools, bakeries, restaurants and health-conscious consumers.
“We’re thrilled to be an integral part of building local, regenerative and organic food network infrastructure with other local participants,” said Oatman Flats Ranch co-founder Dax Hansen. “This award helps us elevate the value chain with a walk-in freezer and refrigeration unit, improved packaging equipment, and sustainable logistics with local food hubs while supporting the integrity of the products for the community we serve.”
Part of a national system of USDA food centers, the Southwest Regional Food Business Center – managed by UC ANR alongside its partners – provides coordination, technical assistance and capacity building for food and farm businesses.
The center’s work across the Southwest is led by a coalition of partners including Utah State University Extension; Utah Department of Agriculture and Food; University of Nevada, Reno Extension; Nevada Department of Agriculture; UC Agriculture and Natural Resources; Valley Vision; UC Santa Cruz Center for Agroecology; California Department of Food and Agriculture; Occidental College; Local First Arizona; Arizona Department of Agriculture; University of Arizona Cooperative Extension; California State University, Chico; Fresno State; Kitchen Table Advisors; and San Diego Food System Alliance.
“UC ANR is proud to be part of this transformative initiative, supporting food and farm businesses across the Southwest and helping build a more resilient, diverse and competitive regional food system,” Celio said.
For a full list of the 73 awardees and project descriptions, visit https://swfoodbiz.org/business-builder/. Updates on the progress of the projects will be posted on the website and on the SWfoodbiz Instagram and LinkedIn pages.
USDA has terminated the national Regional Food Business Center program, effective Sept. 15, eliminating direct funding and training for small farmers. Over the past two years, the Southwest Regional Food Business Center has directly assisted 2,181 individuals and over 1,850 farm and food organizations to grow new businesses and strengthen local and regional food systems.
UC Agriculture and Natural Resources brings UC information and practices to all 58 California counties. Through research and Cooperative Extension in agriculture, natural resources, economic growth, nutrition and youth development, our mission is to improve the lives of all Californians. Learn more at ucanr.edu and support our work at donate.ucanr.edu.
A landmark law – representing one of the most revolutionary changes to groundwater management in California history – was passed more than 10 years ago. But many farmers across the state still have not even heard of the Sustainable Groundwater Management Act, or SGMA.
Building on the relationships cultivated by the Small Farms Network of the UC Sustainable Agriculture Research and Education Program, a new team of educators will help small farmers understand the Sustainable Groundwater Management Act. Photo by Elena Zhukova
Jarin Tasnim Anika started as a SGMA technical assistance community educator for small farms with University of California Agriculture and Natural Resources earlier this year. She said that of the dozens of small-scale farmers she has spoken with, “an extremely small fraction” of them had heard of SGMA.
Photo Caption: Building on the relationships cultivated by the Small Farms Network of the UC Sustainable Agriculture Research and Education Program, a new team of educators will help small farmers understand the Sustainable Groundwater Management Act. Photo by Elena Zhukova
“I’ve been driving around Merced, Stanislaus and San Joaquin counties – the counties I cover – and for almost all of the small farmers, I can honestly say that I was the first person who has talked about SGMA with them,” Anika said.
GSAs are making progress toward this goal. They’re developing strategies to prevent overdraft of groundwater and are addressing a host of related problems for farmers, residents and the environment – from wells running dry to poor water quality to land subsidence.
But while GSAs are required by law to consider all “beneficial users” in the implementation of SGMA, many of them overlooked a major subset of groundwater users: small farmers. Nearly 80% of farms in California can be categorized as small-scale farms, by the U.S. Department of Agriculture’s definition of small farm (a farm with annual gross cash farm income between $1,000 and $350,000).
In 2022, UC ANR and a coalition of partners published a report, “SGMA and Underrepresented Farmers,” that analyzed, through the lens of small farmers and socially disadvantaged farmers, the Groundwater Sustainability Plans developed by the agencies.
“We reviewed these 20-year plans to see if small-scale farmers are incorporated into that planning, and the results were alarming,” said Ngodoo Atume, one of the authors of the report. “We found that across all 14 plans we reviewed, none of those agencies were considering small-scale farmers.”
The result is that many small farmers (predominantly tenant farmers) with whom Atume has met are wholly unfamiliar with SGMA.
“We asked many questions: ‘Have you heard of SGMA? Have you heard of this groundwater regulation? Have you heard of the potential cutbacks? Has the landowner shown you any notice to attend a meeting?’” Atume said. “And we get ‘no’ across the board.”
Because the impacts and benefits of SGMA for small farmers are not addressed in those plans, the 2022 report recommended more focused engagement of those stakeholders. So this year, UC ANR hired a dedicated team to provide technical assistance, education, policy analysis and outreach for small farmers.
Atume serves as the statewide coordinator, and Anika is one of five regionally based SGMA educators for small farms, part of the UC Sustainable Agriculture Research and Education Program.
The others are Erik Rodriguez (Fresno and Madera counties), Luis Paniagua (Tulare and Kings counties) and Sonia Rios (Riverside and San Bernardino counties). Another educator is currently being recruited for Santa Clara, San Benito and Monterey counties.
The team of regional SGMA educators for small farms currently comprises (from top left) Erik Rodriguez, Jarin Tasnim Anika, Sonia Rios and Luis Paniagua.
Economists studied farmland parcels along the borders of neighboring GSAs, some with greater baseline overdraft (and ostensibly subject to more stringent SGMA restrictions) than others. Parcels near the administrative borders experience similar hydrological, climactic and agronomic conditions – the only difference being the expectation of greater future regulation.
The researchers then compared the differences in the planting of new perennial crops and the drilling of new wells between neighboring parcels of farmland, at a time before SGMA passed in 2014 and after SGMA, in 2020 and 2021.
“We found that SGMA had no statistically significant effect on the differences,” said Ellen Bruno, associate professor of Cooperative Extension in the Department of Agricultural and Resource Economics at UC Berkeley.
In other words, farmers didn’t seem to be altering their practices in the face of impending regulation. Bruno and co-author Nick Hagerty concluded it appears that, in SGMA’s early years, potential restrictions were perceived to be so far in the future that short-term considerations – like well-drilling in response to drought or planting due to favorable markets – were taking precedence.
“The implication of people continuing business as usual so far is that the groundwater will continue to be overdrafted,” Bruno added. “And, of course, the point of SGMA is to try to correct that and bring the basins into sustainability.”
She said that Atume’s community education team can help small farmers learn more about groundwater management and take appropriate action.
“There’s a lot of variation in what people know; big farmers have many more resources to plug into changing regulations,” Bruno said. “I think Ngodoo’s team could be really instrumental in helping everybody stay informed – both on how they’re going to be regulated and what they can do to respond to the regulation.”
SGMA education team sees uneven implementation across agencies
Management actions outlined in the Groundwater Sustainability Plans include groundwater allocations, taxes or fees based on users’ extraction, pumping restrictions, and efficiency incentives, among other policy instruments (see a database summarizing strategies in those plans).
And while the agencies have laid out their long-term plans and actions, implementation has been uneven and inconsistent.
“It’s a very small percentage of GSAs that are actually implementing actions right now that might impact the stakeholders,” Atume explained. “In that sense, SGMA is still at the very beginning stages, and so people are not worried about it.”
Nevertheless, the team wants to begin a step-by-step education process. Piggybacking on personal networks and events established by their UC ANR peers, the regional educators are finding opportunities to introduce themselves and build trust with local farmers. They are planning workshops for later this year.
Eventually, they want farmers to see them as people to contact if they have questions about groundwater.
“If you have any questions related to a random fee that you’re getting, or somebody came out and told you that you have to install this specific thing on your irrigation infrastructure, you can call me,” said Rodriguez, the educator for Fresno and Madera counties. “I’ll help you figure it out and explain it.”
Some farmers are already reaching out, such as a small farmer in Merced County who recently experienced quite a shock. According to Anika, the local GSA sent an invoice to the farmer with a penalty of $15,000 for overextraction of groundwater. She was referred to Anika, who explained that the notice was sent to make the farmer aware of her potential penalty.
Communication barriers a major challenge for small farmers
Beyond the task of distilling the complex, technical wording of SGMA into an easy-to-understand format, language barriers are another challenge.
For example, the majority of small farmers Anika has met with are Hmong, and she expressed gratitude for the linguistic help of staff research associate Vong Moua. Other members of the UC ANR Small Farms Network who speak non-English languages have helped with outreach to speakers of Spanish, Iu Mien, Punjabi and Cantonese.
A complicating factor is that GSAs will usually send flyers and mailings only to the owners of land – not the tenant farmers.
“Reaching tenant farmers is difficult because it requires very targeted outreach in their language to engage them,” Atume said. “Even for GSAs that have made a lot of progress with outreach, most times those materials still stop at the landowner, and then the responsibility then lies with the landowner to communicate that information to the small farmers.”
On their end, the community educators are also struggling with a dearth of information for crops grown by their clientele. According to Anika, Hmong farmers, for example, cultivate herbs, spices and seasonal vegetables under mixed cropping systems that have not been studied extensively by California academics, in terms of crop water use.
While growers of almonds have a lot of research-backed information about their crops’ water requirements, small-scale farmers often lack those resources.
“As a scientific team, we always try to give data-based recommendations, but at this point, I can only provide theory in our discussions – not data – so that’s another challenge I face all the time,” Anika explained. “I think people are trying their best to gather more information, but there’s just not a lot of research on these crops that are very culturally focused.”
Ngodoo Atume, SGMA technical assistance for small farms coordinator, said that the team is planning workshops to spread awareness of the historic groundwater law. Photo by Evett Kilmartin
SGMA educators cultivate partnerships with GSAs
Another key task for the SGMA education team is engaging with the Groundwater Sustainability Agencies themselves. The team members regularly attend agency meetings to share feedback and farmer perspectives.
“For some of these GSAs, there is – for the first time – someone consistently attending the meetings and providing small-farmer input on agenda items,” Atume explained. “That’s a huge part of the team’s work.”
Rodriguez, in Fresno and Madera counties, said he is first familiarizing himself with the GSAs (and their respective Groundwater Sustainability Plans) before reaching out to small farmers to explain the nuances of SGMA. He wants to know the details of those plans and the exact scope of his role – and then prepare the most relevant and accessible resources for when he approaches the growers.
“We’re finally at a point now where we’re starting to consult with different GSAs on how their work is conveyed in the outreach materials,” Rodriguez said. “We’re trying to make these materials GSA- or subbasin-specific, and we want their seal of approval and logo on it.”
One community educator said more research is needed on the water requirements of culturally significant crops for small farmers. Photo by Elena Zhukova
Building and strengthening relationships with the GSAs is a high priority for the SGMA team members, as they get a better sense of the unique political pressures, legal situations or local interests that each agency must navigate. Anika noted that some GSAs have been eager to learn more about the needs of small farmers, and Rodriguez has found that agencies in his area are receptive to hearing from the community.
“They are open – they do answer questions, they do schedule meetings,” he said.
As the team assists GSAs in communicating with under-engaged stakeholders, Atume believes small farmers can be incorporated more meaningfully in the implementation of SGMA. She hopes all groundwater users contribute to a future where water is available for communities, agriculture and ecological health.
“Personally, I think everyone should comply with SGMA; I don’t think some stakeholders should comply and others shouldn’t,” she said. “But at the same time, I do think that there should not be disproportionate impact on any particular group of stakeholders. Overall, we all need to move towards sustainability.”
The SGMA education team is supported by funds from the state Legislature through the California Department of Water Resources’ Underrepresented Communities, California Tribes and Small Farmers Groundwater Technical Assistance Program. — By Michael Hsu, UCANR
UC Agriculture and Natural Resources brings UC information and practices to all 58 California counties. Through research and Cooperative Extension in agriculture, natural resources, nutrition, economic and youth development, our mission is to improve the lives of all Californians. Learn more at ucanr.edu.
The California Walnut Commission is announcing its newly elected commission board members who will serve two-year terms beginning Sept. 1, 2025, and ending Aug. 31, 2027. The commission’s board consists of eight producer members and four handler members, as well as alternates for each seat. For this upcoming term, seven new individuals will be joining the board as noted below.
DISTRICT 1
Producer Member: Jay Colombini, Linden
Producer Alternate: Jack Vickery, Winters
Producer Member: Ashley DeValentine McKenzie, Rio Oso
Producer Alternate: Donald Norene, Rio Oso
Producer Member: R. Davin Norene, Woodland
Producer Alternate: Henry Gilbert, Wheatland (New)
Producer Member: Kali Dittrich, Clements (New)
Producer Alternate: John Heier, Live Oak (New)
DISTRICT 2
Producer Member: Darrell Cordova, Denair
Producer Alternate: Gordon Heinrich, Modesto
Producer Member: Andrew Souza, Crows Landing (New)
Handler Member: Christopher Cromwell, Stockton (New)
Handler Alternate: Matt Langford, Stockton
“Our new commission board members represent the next generation of leadership for California Walnuts,” said Robert Verloop,Executive Director and CEO of the California Walnut Commission. “Their expertise, vision, and dedication will be key as we work to grow global demand, support innovation and ultimately drive grower prosperity.”
Commission board members will help advance the strategic priorities outlined in the industry’s strategic plan. These include delivering the best quality California walnuts; international trade and consumer marketing, supporting global retail and foodservice sales; fostering walnut innovation; defining sustainability as a point of differentiation; and conducting nutrition and health research and more.
About the California Walnut Commission
The California Walnut Commission (CWC) represents more than 3,700 California walnut growers and approximately 70 handlers, grown in multi-generational farmers’ family orchards. California walnuts, known for their excellent nutritional value and quality, are shipped around the world all year long, with more than 99% of the walnuts grown in the United States being from California. The CWC, established in 1987, promotes the usage of walnuts through domestic and export market development activities as well as supports health research associated with consuming walnuts.
To explore recipes and learn more about California walnut growers, industry information and health research, visit walnuts.org.
As the fall and winter seasons approach, the global marketing campaign executed by the California Table Grape Commission (commission) highlights the many ways to share, prepare, and enjoy Grapes from California all around the world.
California grapes are available now through January with opportunities to promote grapes among festive holiday celebrations. The ongoing campaign offers a comprehensive suite of tools and incentives to encourage retailer promotions including: bonus opportunities, digital promotions, contests, point-of-purchase materials, and in-store sampling. To encourage shoppers to purchase California grapes, the campaign features advertising on multi-retailer shopper apps, digital coupons and rewards, influencer and RD collaborations, and targeted social media advertising that highlights recipes, snacking ideas, and the health benefits of California grapes.
The execution of a dynamic global marking campaign requires not only a dedicated commission staff, but a network of keen export market representatives. One such representative, Francis Lee, was recently recognized with a service award to honor his 30 years of service to the California table grape industry. “In-country market representatives are exceptionally important to the success of the commission export marketing program,” said Ian LeMay, commission president. “Francis’ work over the past three decades has helped solidify Grapes from California as a globally recognized brand known for its quality, exceptional taste, and safety,” said LeMay.