{"id":14172,"date":"2017-11-13T13:30:39","date_gmt":"2017-11-13T20:30:39","guid":{"rendered":"http:\/\/plantingseedsblog.cdfa.ca.gov\/wordpress\/?p=14172"},"modified":"2020-02-25T10:48:35","modified_gmt":"2020-02-25T17:48:35","slug":"secretary-ross-at-innovation-conference-food-producers-must-connect-with-consumers-from-capital-press","status":"publish","type":"post","link":"https:\/\/plantingseedsblog.cdfa.ca.gov\/wordpress\/index.php\/2017\/11\/13\/secretary-ross-at-innovation-conference-food-producers-must-connect-with-consumers-from-capital-press\/","title":{"rendered":"Secretary Ross at Innovation Conference: food producers must connect with consumers – from Capital Press"},"content":{"rendered":"
\"Secretary<\/a>

Secretary Ross in Orland before the second annual North State Innovation Conference, speaking with Glenn County Fair CEO Ryann Newman (r) and Kevin Spafford of Ryan Wealth Management.\u00a0 Photo by Tim Hearden, Capital Press<\/em><\/p><\/div>\n

By Tim Hearden<\/strong><\/p>\n

ORLAND, Calif. \u2014 State Food and Agriculture Secretary Karen Ross held up the rice industry in the middle Sacramento Valley as an example of how growers can respond to public concerns about their production activities.<\/p>\n

The industry\u2019s effort about a decade ago to move away from winter residue burning by using water for decomposition quieted downwind complaints from urban residents while creating habitat for birds \u2014 and enhancing an already famous hunting ground, Ross said.<\/p>\n

The move illustrates what California\u2019s 77,500 farms often have to do to mollify concerns among the state\u2019s roughly 40 million residents, many of whom may have formed misconceptions based on inaccurate information, she said.<\/p>\n

\u201cPeople don\u2019t know how passionate we are about our land and all the steps we take to preserve it,\u201d Ross told about 75 people at the second annual North State Innovations in Agriculture conference Nov. 8 at the Glenn County Fairgrounds.<\/p>\n

She urged growers to work with environmental groups and cultivate relationships and human interactions with city dwellers and consumers.<\/p>\n

\u201cYou have the water of the state, and you have the wildlife, the forests and the diverse landscapes,\u201d Ross said. \u201cIf you want to be bolder going forward, you have to form partnerships and communicate with more people.\u201d<\/p>\n

Ross\u2019 remarks came during a wide-ranging speech and question-and-answer session near the close of the conference, which was started to educate Northern California farmers and ranchers about technological advances and marketing trends.<\/p>\n

Her message provided a bookend after keynote speaker David Schabazian, a manager for the Sacramento Area Council of Governments, opened the conference Nov. 7 by telling growers they should form partnerships with local government planners to have input on land-use policies that could maximize their farms\u2019 earning potential.<\/p>\n

Noting the conference\u2019s focus on emerging technologies, Ross cautioned producers not to lose their human touch. She encouraged farmers to tell their stories on social media and in personal interactions with consumers.<\/p>\n

\u201cPeople can feel a connection with you even if they\u2019ve never met you,\u201d she said.<\/p>\n

She pointed to former California Cattlemen\u2019s Association president Matt Byrne, whose family\u2019s SunFed Ranch markets its new grass-fed beef product lines by handing out samples at functions such as last year\u2019s Natural Products Expo West in Anaheim, Calif.<\/p>\n

\u201cThat takes a lot of effort,\u201d Ross said, adding the ranch doesn\u2019t sell all of its beef that way but still finds the venues valuable.<\/p>\n

While California\u2019s regulations often flummox growers, the upside is that the state\u2019s products are coveted around the world because people know they\u2019ve met high standards, she said. To that end, California Grown, an organization that promotes the state\u2019s farm products, is working with the group Visit California to enhance food- and beverage-related tourism, which already accounts for 25 percent of all the tourism to the Golden State, she said.<\/p>\n

Link to story<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

By Tim Hearden ORLAND, Calif. \u2014 State Food and Agriculture Secretary Karen Ross held up the rice industry in the middle Sacramento Valley as an example of how growers can respond to public concerns about their production activities. 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