A new University of California video that helps consumers understand where their food and clothing come from will debut on UCTV at 3 p.m. Jan. 14. The program will be broadcast regularly for a week thereafter.

Titled “Cornucopia’s Challenge,” the 30-minute peer-reviewed, educational video follows the journey of three crops – corn, rice and cotton – from seed to market. It focuses on the difficulties involved in producing the abundance of high quality food available in the market.

The processes used by farmers to meet the challenges of growing, segregating and marketing crops for varied markets and consumer preferences involves different farming methods – from organic production to using genetically engineered crops.

“We hope this video will help consumers develop a greater appreciation for the importance of farming in their daily lives,” said Peggy Lemaux, a UC Cooperative Extension biotechnology specialist at UC Berkeley. Lemaux and UC Davis Cooperative Extension specialist Alison Van Eenennaam collaborated on the project, funded by a UC Agriculture and Natural Resources grant.

UCTV provides the public with informational, educational and enrichment programming that draws upon the intellectual, scientific and creative abilities of the University of California.

UCTV programs are broadcast live and on-demand at http://www.uctv.tv. UCTV is also available nationwide on Echostar Satellite’s DISH Network, channel 9412, and on cable in parts of California. To find the cable channel, see http://www.uctv.tv/cable/.

Following is the schedule for Cornucopia’s Challenge broadcast on UCTV:

Jan. 14, 3 p.m.

Jan. 15, 7 and 10 p.m.

Jan. 16, 5 a.m.

Jan. 17, 11 a.m.

Jan. 18, 2 a.m. and 4:30 p.m.

Jan. 19, 8 a.m.

Jan. 20, 7 and 10 p.m.

The video may also be viewed online from the “resources” section of the UC biotechnology Web site, http://ucbiotech.org.