Whether it's dancing raisins, happy cows, a "can a week" of almonds or eat more guacamole, California farmers have spent millions of dollars on advertising campaigns designed to get us to buy more Golden State products.
We're about to find out, via a Canadian public relations and advertising firm - of all things.
The California Agriculture Communications Coalition, via the Western Growers Association, has awarded a contract (advertised as $357,500 over three years) to AdFarm to "communicate the value of the agriculture industry to the state of California and reconnect consumers to the source of their food supply."
The Coalition is the result of a realization that the state's 90 or so agricultural organizations were not together on message and that might be hurting the ag industry's ability to grow in CA. A more unified approach with consistency in communications would help, was the conclusion.
Some may argue that CA's ag industry's worst enemy right now is not a lack of consumer appreciation. I can't tell you how many times I was told in school about the greatness of CA's farm belt, and how it delivered almost all of the nation's fresh produce. No, right now the farmer's worst enemy is court-imposed restrictions on water deliveries. Did anyone see the mile after mile of dust-bowl farms in CA these past few months?
Now comes a Canadian advertising and public relations firm to help on image. It will be fun to watch. Check back for updates.