Environmental Stewardship Campaign

• California Almond Growers: Making a Difference Today for Generations Tomorrow– Started October ‘03

Campaign Goal

• Inform growers about ongoing environmental issues

• Raise awareness among consumers, government regulators and elected officials of industry’s environmental stewardship

• Showcase Almond Board research on environmental issues

Year One Achievements

Environmental Brochure

Newsletters

• Three newsletters:– Air Quality – June 2004– Water Quality – March 2004– Methyl Bromide –October 2004

Air Quality Newsletter

Water Quality Newsletter

Methyl Bromide Newsletter

Press Releases• Eight Press Releases:

– Industry environmental stewardship commitment – January 2004

– UC IPM Survey Results – Air quality – April 2004– 2nd EPA Champions Award – Innovation – June 2004– Environmental Focus of Conference - Dec 2004– Bloom - Feb 2005– Environmental Tour - March 2005

Some of the Placements

Year Two Goals• Build on Year One through:

– Increase awareness of industry commitment to environmental stewardship

– Additional outreach through press releases– Continue grower outreach

• TV: KGPE (Fresno) & KCRA• Radio: NPR, Trent Loos Radio (Loos Tales)• Stockton Record environmental reporter story• Stan Farms News back page• Story interest but require follow up:

– NY Times– Bakersfield Californian– Central Valley Report

Environmental Stewardship Media Tour

Media Tour Results

• TV: KGPE (Fresno) & KCRA• Radio: NPR, Trent Loos Radio (Loos Tales)• Stockton Record environmental reporter story• Stan Farms News back page• Story interest but require follow up:

– NY Times– Bakersfield Californian– Central Valley Report

Ideas in full bloomAlmond growers work to reduce pollution

By Dana NicholsRecord Staff WriterPublished Wednesday, February 23, 2005 LIVINGSTON -- Almond grower Scott Hunter normally has his hands full tracking bees and blossoms this time of year. Instead, he spent three hours Tuesday talking about pesticides and dust at his Livingston orchards. The almond industry is trying to promote an environmentally friendly image, and Hunter is a point man in the effort. "I believe we need to leave agriculture better than when we started," he told a dozen newspaper and ag-trade-magazine reporters gathered at his farm. They were there for the first Environmental Stewardship Bloom Tour, sponsored by the Almond Board of California. Some of the tour was salesmanship, including a section devoted to equipment dealers touting the dust-reducing features on their almond harvesters. But the tour was also a chance for the almond industry to get public credit for work it has been doing for years. The Almond Board has been particularly successful at helping farmers to reduce their use of various sprays referred to as "dormants," because they are used in the winter when trees are dormant. The board has poured $500,000 of its own money into environmental research and has done extensive education to help farmers find alternatives to the sprays, said Chris Heintz, director of research for the board. In the past, agricultural-extension agents recommended that almond growers routinely use dormant sprays containing powerful organophosphate chemicals such as diazinon. The sprays were used to prevent infestations of over-wintering pests such as the peach twig borer and San Jose scale. But Almond Board research found that for many farmers, the sprays were wasted money.

Almond Board grows environmental efforts, awarenessby Amber Edwards, Reporter/EditorStanislaus Farm NewsFeb. 25, 2005Way out a country road in Livingston, almond trees line both sides of the road in full bloom. It’s the perfect setting for the Almond Board of California’s Environmental Stewardship Tour hosted by Hunter Farms, an opportunity to share with the media just how far reaching the efforts of the industry to help the environment are.Guests were first treated to a rundown of the industry’s leading equipment including machinery from Flory Industries, Exact Harvesting Systems and Weiss/McNair. Almond harvesting equipment is making a sure and steady effort to incorporate technology that reduces dust and emissions via regenerative air systems and more efficient sweeping. The tour continued as guests boarded a bus to take them to the ranch of hosts Will and Connie Hunter. Scott Hunter then took over and relayed the rich history of how his family came to be a huge name in Merced County almond farming. Hunter himself had envisioned a career in first professional baseball and later in marketing but eventually settled into agriculture and has found it fulfilling and challenging ever since. “The position I take is that we need to leave agriculture better than when we started. The new equipment and technology are pieces to the puzzle that will ultimately help us to be more efficient and environmentally sensitive. There are no surefire solutions but there are a lot of viable optio

Strategic 5 Year Plan Recap• Year 2

– Place at least 1 story in larger urban press– Demonstrate to public and regulators that the

California almond industry is serious about stewardship.

• Year 3– Board positioned as the media resource– Board communicates intent in environmental

stewardship with public and regulators

Environmental Stewardship Year 3

Annual Activity

• Website Update $9,000• Issue Monitoring $12,000• Regulatory Monitoring $12,000• Total: $33,000

Annual Activity

• Press Releases: – Quarterly releases focusing on awards, research

topics and positive industry stories.$10,000

• Customized Pitching: – Pitching original story angles to place story in

larger urban press.$5,000

Newsletters

• Four newsletters • Research topic/story discovery writing:

$12,000• Printing/Postage: $28,000• Total: $40,000

Regulators Bloom Tour

• Invite Regulators to tour an orchard showcasing the industry’s environmentally friendly practices

• Possible Guests: San Joaquin Valley Air Pollution Control District, Central Valley Regional Water Quality Control Board, EPA Region 9

• Budget: $10,000

Sustainability

• Focus groups to obtain grower input, feedback and ideas on sustainability concept. Educate growers about sustainable practices.

• Five sustainable focus groups: $25,000• Facilitator: $5,000• Total: $30,000

Environmental Stewardship Year 3

Total: $128,000