Farm Press Blog

Where agricultural marketing and policy collide


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  • How agricultural marketing of California commodities should have policy ramifications at state level


Ever have one of those moments which you wish the order of things was switched up a bit?

I had one of those recently. I was asked to appear on Valley Public Radio in Fresno, Calif. The request was straight-forward: was I willing to go on the radio with local host Joe Moore to discuss drought impacts to California farmers?

From a business standpoint it was a good opportunity to promote Western Farm Press and what we do. From an agricultural standpoint it was a great opportunity to share a bit of agriculture’s message with an audience that likely does not read Western Farm Press or follow California agriculture much.

Personally it was an honor and a validation that I'm on the right track in my new position; it's always good to learn that people find value in what I write. In a perfect world it would have been good to have attended the two events I attended over the past day before going on Valley Public Radio, but life goes on.

Immediately after my interview I attended a meeting of the Raisin Administrative Committee in Fresno where I heard efforts the RAC is using to market California raisins to global buyers.

What struck me about raisin marketing efforts (and what would have been cool to share with the NPR audience) wasn’t just the volume of raisins that leave the San Joaquin Valley and wind up packaged for consumers in Japan, or in pastries in the United Kingdom; what impressed me was the favorable impression celebrity chefs and bloggers in other countries have of California raisins and the incredible marketing opportunities those perceptions provide.

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