The year 2020 brought many challenges that affected everyone, including the California agricultural industry. From securing personal protective equipment (PPE) in the fields and in production lines, to redirecting food from foodservice to retail, to ensuring food banks obtained enough food to feed those in need, the farming community in California rose to the challenge. This annual report will show that, in lockstep with the agricultural industry, the California Grown marketing program pivoted messaging and execution to meet consumers where they were during the pandemic. The campaign “Love, California” was reconstructed to better align with the messaging strategy during the pandemic. As a result, “We Love California” was launched. The “We Love California” campaign expressed gratitude for an agricultural sector that consistently worked through the pandemic to ensure a safe and stable food supply for families all over the country.
California Grown helps ensure consumers understand the value of buying California-grown agricultural products and what it brings to the state’s communities and economy. The Buy California Marketing Agreement, which manages California Grown, is the only agricultural marketing organization that promotes all California grown agricultural products. It is supported by 24 agricultural commissions, boards and associations, hundreds of farming families/companies, the California Department of Food and Agriculture, and federal grants.