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Learn About New Produce Marketing Channels in Los Angeles
Meet the Buyer: An L.A. Produce Market Tour for Los Angeles Growers and Food Advocates
Do you want to find new channels for selling your produce and make connections with produce buyers? Join us on a one day tour of produce distributors in the L.A. area where you will meet with senior buyers and leaders at these distribution companies committed to building their local base of suppliers:
Santa Monica Farmers' Market - our early start will allow for a special behind-the-scenes market tour to learn about the vibrant business-to-business transactions occuring there every week.
Space Exploration Technologies - meet the culinary team feeding the folks at the frontier of space exploration seasonally-inspired menus, much of it sourced from farms nearby.
Whole Food Distribution Center - talk with buyers committed to small, local and organic producers at the new state-of-the-art distribution facility and enjoy a yummy lunch.
Heath & Lejeune - learn the art of distributing orgranic produce from a seasoned buyer / seller.
These high-level buyers are positioned to appreciate your farm and products—whether organic, local, family-owned, sustainably grown, or high quality specialty crops. You'll gain an understanding of what it takes to work with them, have a chance to network with other farmers, and learn tips on how to tell a compelling story about your farm and its products that will expand your sales opportunities. This tour will be valuable for ANY farmer who wants to learn more about different distribution channels for their products, as well as for healthy food advocates and policy makers who want to have a better understanding of what small farms need to do in order to connect with willing buyers.
Space is limited; advance registration is required. Please reserve your space by December 4th, 2015. Lunch and snacks will be provided. There is no charge for this tour thanks to our generous sponsors.
Sign up at:
https://www.eventbrite.com/e/meet-the-buyer-an-la-produce-market-tour-for-los-angeles-growers-and-food-advocates-tickets-19216471985
farmers market
What's Going on in the Avocado Industry
NOTES FROM CAC MEETING
January 30, 2014
President's Report (Tom Bellamore)
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2013 crop was 2nd highest total dollar return ($ 435,000,000 with 500,000,000 lbs = $ .87 per pound average)
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Labeling initiative showing fruit was grown in California
--Staff and ad agencies feel strongly about its benefits
--Preliminary test and consumer intercepts were favorable
--Tom Bellemore and Jan DeLyser have been meeting w/ packers and several packers (Mission,
Index, WesPac) are willing to try this on a trial basis. CAC's opinion is that this becomes
more important as the market becomes more fractured with more off-shore points of origin.
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With several other Mexican states seeking entry, USDA is seeking streamlined approach to U.S. markets. CAC and APEAM jointly met with USDA to provide comments on this process.
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Polyphagus Shot-Hole Borer—CAC met w/ CDFA Secretary Karen Ross and they are proposing a “Summit” for a limited number of participants (USDA, Forest Service, EPA, Congressional delegations) to highlight the problem. Other industries haven't stepped up yet, so seeking help from CDFA to highlight this.
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Pine Tree Ranch—Open House/Field Day was held last week w/ good response from growers. Will be using this more and more as outreach, especially on cultural issues.
Industry Affairs (Ken Melban)
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Water/Metropolitan Water District
--Water cost is up 234% in 10 years.
--Currently in this drought year, the southern part of state has better supply because of
banking than northern area (San Luis Obispo/Nipomo/Arroyo Grande)
Marketing (Jan DeLyser)
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All surveys show preference for California Brand continues.
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Attributed to perception of freshness, locally grown, personal attention by grower
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The number of “heavy users” is increasing as well as total market penetration
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The importance of “California Grown” continues w/ consumers checking country of origin
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Perception of California fruit is “premium” both in the markets where CAC advertising occurs and in non-ad markets.
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Customer intercepts say Ads are memorable/likable/relevant
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This year's campaign
--This year's emphasis will be “limited season”, the “limited region capable of growing
avocados” and the longer time it takes to “hand-craft” the crop—trying to increase
perception of “premium”
--Mass ads are scheduled late-April through early-September and will be trying to support crop
when it is in the market.
--Crop size is predicted to be 280,000,000 to 300,000,000
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Global AMRIC begins this summer on voluntary basis by importers. Does not include reporting price.
Production Research (Tim Spann)
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Polyphagus Shot Hole Borer
--New finding in El Cajon which is significantly south of latest finding. Found on a golf course
with numerous sycamore tree infested. Determined by DNA to be from Taiwan rather than
the northern findings in L.A. and Orange County which seem to originate in Viet Nam and
southeast Asia
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CAC sent out Request for Proposals for rootstock breeding program. Sent out worldwide and getting interest from USDA, New Zealand, South Africa
Hass Avocado Board (Emiliano Escobedo)
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After 2 years of discussion a proposal was approved to include one representative from each producing country on the International Representation Committee. They would make recommendations and report to the HAB board who continues to make the final recommendations to the Secretary of the USDA. The composition of the HAB board remains at 7 California Growers and 5 importers.
avocado grove
Made Local
It can't be any more local than this. This is a juice container with the image and name of the person who has personally juiced your oranges right in front of you. This is almost the ultimate in branding for a locally produced product. This is clever advertizing for the product and it will stick in the mind of the consumer. Every time a glass of this Valencia orange juice is poured, it will remind the buyer that this is the place to go next time to buy orange juice, especially if it is good tasting juice!
juice container
Wierd Meyers
You see the darndest things in orchards, aside from all the junk that people throw out of their cars. Here's a case where someone had a little time on their hands and tattooed some fruit in the field. Apparently it was some pointed object that scared the skin and then it healed over. Maybe this is a new marketing opportunity for Meyer lemons.
photo by S. Caughey
wierd meyers
Agritourism class materials available
UC’s 2011-2012 Agritourism planning classes are now finished. Preparations for next year’s classes are currently underway. Classes will be held later this year and early next in Sacramento, Sonoma, and San Diego Counties.
In the meantime, class materials are currently online. Topics include:
- Tourism development outline
- Farm stay agritourism 101
- How to start a pick-your-own operation
- Sample budget for on-farm festival
- Developing a hunting program on a ranch or farm
- Evaluating the financial potential of an entertainment farming/farm tourism business
- Internet marketing for your agritourism business
- Agritourism health and safety guidelines for children
- And much more
Are you a non-farmer interested in visiting a farm or ranch? Please visit UC’s CalAgTour website to learn of opportunities throughout the state.
California farm and ranch operators can also use the site to advertise their agritourism offerings at no cost. Ventura County growers can contact their local UCCE office for assistance in posting their business online.
