{"id":5971,"date":"2014-03-20T09:12:20","date_gmt":"2014-03-20T16:12:20","guid":{"rendered":"http:\/\/plantingseedsblog.cdfa.ca.gov\/wordpress\/?p=5971"},"modified":"2014-03-20T09:12:49","modified_gmt":"2014-03-20T16:12:49","slug":"california-always-in-season-campaign-announced-by-california-grown-and-visit-california","status":"publish","type":"post","link":"https:\/\/plantingseedsblog.cdfa.ca.gov\/wordpress\/index.php\/2014\/03\/20\/california-always-in-season-campaign-announced-by-california-grown-and-visit-california\/","title":{"rendered":"“California – Always in Season” campaign announced by California Grown and Visit California"},"content":{"rendered":"
\"Left<\/a>

Left to right, Growing California Chair Kasey Cronquist, Visit California CEO Caroline Beteta, Governor Brown and CDFA Secretary Karen Ross.<\/p><\/div>\n

Driven by the farm-to-fork movement and a growing interest among travelers for culinary experiences, Visit California is partnering with California Grown to launch a new marketing campaign, \u201cCalifornia, Always in Season.\u201d<\/p>\n

The two entities announced their partnership at the campaign launch during California Agriculture Day 2014 at the State Capitol.<\/p>\n

Tourists in California spent $28.5 billion on food and beverages in 2012, making it the largest segment in the state\u2019s tourism economy. The \u201cCalifornia, Always in Season\u201d program is designed to market California\u2019s agricultural abundance and pioneering and innovative spirit of the state\u2019s chefs, farmers and ranchers.<\/p>\n

\u201cThis partnership further defines California as the premier destination for culinary travelers,\u201d said Caroline Beteta, president & CEO of\u00a0Visit California<\/a>. \u201cToday\u2019s travelers seek culinary experiences from farm tours and farm-to-fork dinners, to artisan purveyors, wine festivals and culinary tours. When it comes to travel, food and agriculture \u2013 California is always in season.\u201d<\/p>\n

\u201cWe are excited about all of the opportunities, benefits and attention that this newly formed relationship with Visit California will bring California agriculture,” explains California Grown Chair Kasey Cronquist. “Our \u2018California, Always in Season\u2019 campaign is just the first example of this new vision highlighting the valuable cultural and economic influence our farmers and ranchers have on the Golden State.”<\/p>\n

The cornerstone of this campaign is a $1 million media buy with Food & Wine magazine, which will deliver more than 58 million impressions through print spreads, videos, custom media rich content, targeted digital media and a co-branded landing page on Food & Wine\u2019s website. Much of the content in the magazine will focus on the relationship between California farmers and their collaboration with local chefs, the diversity and abundance of specialty crops throughout the state as well as stories that demonstrate that California\u2019s culinary pioneers are part of the fabric that makes the state an iconic destination.<\/p>\n

The Golden State grows more than 400 commodities and produces 90 percent of the wine and half of the fruit, nuts and vegetables grown in the United States. The state\u2019s commitment to agriculture and agritourism is demonstrated by California\u2019s passionate farmers, ranchers, chefs and winemakers 365 days a year.<\/p>\n

\u201cRanchers and farmers are developing their own cult status and becoming the next rock stars of the culinary scene,\u201d Beteta said. \u201cThey are the ones that help California deliver on its promise of being the ultimate dreamland. It\u2019s these passionate people who make this state\u2019s culinary scene the best in the world.\u201d<\/p>\n

The first issue of Food & Wine featuring the \u201cCalifornia, Always in Season\u201d content is on newsstands now. For a look at the campaign,\u00a0visit www.FoodandWine.com\/California<\/a>. For more information on culinary experiences in California,\u00a0visit www.VisitCalifornia.com<\/a>.<\/p>\n

This project is possible with funding from the California Department of Food and Agriculture’s Specialty Crop Block Grant Program.
\n<\/a>
\nVisit California (<\/strong>formerly known as the California Travel & Tourism Commission) is a non-profit organization with a mission to develop and maintain marketing programs \u2013 in partnership with the state’s travel industry \u2013 that keep California top-of-mind as a premier travel destination. According to Visit California, travel and tourism expenditures total $112 billion annually in California, support jobs for 917,000 Californians and generate $6.6 billion in state and local tax revenues. For more information about Visit California and for a free California Official State Visitor’s Guide, go to\u00a0www.visitcalifornia.com<\/a>. For story ideas, media information, downloadable images and more, go to\u00a0media.visitcalifornia.com<\/a>.<\/p>\n

California Grown (<\/strong>also known as the Buy California Marketing Agreement, BCMA) is a joint effort of agricultural industry groups representing the products of California\u2019s farms, ranches, forests and fisheries. Working as an advisory board to the California Department of Food and Agriculture, BCMA brings together industry and government resources to increase the awareness, consumption and value of California agricultural products, helping the state\u2019s consumers enjoy the best of the California lifestyle. California Grown is funded through public and private contributions by the U.S. Department of Agriculture, the California Department of Food and Agriculture, and California agricultural organizations. For more information, visitwww.californiagrown.org<\/a>.<\/p>\n

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

Driven by the farm-to-fork movement and a growing interest among travelers for culinary experiences, Visit California is partnering with California Grown to launch a new marketing campaign, \u201cCalifornia, Always in Season.\u201d The two entities announced their partnership at the campaign … Continue reading →<\/span><\/a><\/p>\n","protected":false},"author":12,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[1],"tags":[],"class_list":["post-5971","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"\r\n"California - Always in Season" campaign announced by California Grown and Visit California - CDFA's Planting Seeds Blog<\/title>\r\n<meta 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