The Greensheet
Volume 28 | Issue 3 | February, 2012
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The Greensheet is CAC's bi-monthly industry newsletter, designed to provide California Avocado Industry members with timely and valuable news and information, regarding meetings, industry issues, cultural management/best practices, production research, CAC's marketing program, commission operations and more.
In This Issue You'll Find:
Cultural Tip: Support Your Trees At Flowering
Immigration: House Judiciary Examines Agriculture Guestworker Programs
February CAS/CAC/UCCE Grower Seminars A Success
California Avocado Commission Awarded “Role Model” Award
Tony Roma's adds Fresh California Avocados
Fall 2011 California Avocado Tracking Study Part Five: Pricing
Ask A Farmer Training Sessions (KnowACaliforniaFarmer.com Social Media Training)
Market Trends
Weather Outlook
California Avocado Commission November Meeting Schedule
THERE ARE A NUMBER OF NEW EVENTS LISTED ON THE CALENDAR FOR FEBRUARY AND MARCH, TAKE A LOOK BELOW FOR AN AG EVENT IN YOUR AREA!
For a listing of industry events and dates for the coming year, please visit:
http://www.californiaavocadogrowers.com/upcoming-meetings-events/
World Ag Expo – February 14-16, 2012 – Tulare County Fairgrounds, Tulare, CA – For the first time ever, the California Avocado Commission will be an exhibitor at the World Ag Expo. Working towards the strategic imperative to “maintain critical mass” CAC staff and volunteers within the avocado industry will work the booth to discuss the possibility of increasing avocado acreage in the San Joaquin Valley. If you plan to attend the Expo, stop by and visit CAC in Pavilion A, Booth 1334!
For further information regarding the World Ag Expo, please visit: http://www.worldagexpo.com/index.htm
CAC-GAP Grower Education Seminars – February 21-23, 2012 – Join the Commission for an introduction to the CAC-GAP program including information on the Food Safety Modernization Act, USDA’s GAP audit process, an overview of the CAC-GAP Manual and tools available to assist growers in obtaining certification, including a pre-audit checklist. Workshops are open to all growers and their employees with simultaneous Spanish translation provided. Details of the meeting dates, times and locations are as follows:
- Fallbrook: Tuesday, February 21, 9:00 to 11:00 a.m.
Pala Mesa Resort, 2001 Old Highway 395, Fallbrook, CA 92028 - Santa Paula: Wednesday, February 22, 1:00 to 3:00 p.m.
Santa Paula Community Center, 530 West Main Street, Santa Paula, CA 93060 - San Luis Obispo: Thursday, February 23, 9:00 to 11:00 a.m.
San Luis Obispo Library Community Room*, 995 Palm Street, San Luis Obispo, CA 93401
*Please be prepared to pay a small fee for parking at this location. The local structure provides the first hour free, and then $0.75/hr thereafter.
California Small Farm Conference: Cultivating the Next Generation – March 4 – 6, 2012 – Hyatt Regency Valencia, 24500 Town Center Drive, Valencia, CA – The three day educational conference includes day-long short courses and on-farm tours; focused workshops; engaging keynote addresses and numerous networking opportunities. For further information and to register, please visit: http://www.californiafarmconference.com/.
Spray Safe Event – Wednesday, March 7, 2012 – 8:00 a.m. to 1:30 p.m., Ventura County Fairgrounds – Spray Safe originated in Kern County by a coalition of local farmers, pest control advisors, applicators and contractors concerned about drift incidents. In an effort to protect the health and safety of farmers, crews and neighboring residents, local coalitions throughout the state have now embraced the Spray Safe model, with the Ventura County coalition hosting its third event on March 7, 2012. The event is free, however prior registration is required. For further information, and to register for this event, please download the registration form.
CAC Board Meeting – Thursday, March 15, 2012 – Time TBD at Springhill Suites Temecula, 28220 Jefferson Ave., Temecula, CA 92590
HAB Board Meeting – Thursday, March 22, 2012 – Time TBD at HAB office, 230 Commerce, Suite 190, Irvine, CA 92602
Cultural Tip: Support Your Trees At Flowering
As California begins transitioning to spring, new flower buds are becoming obvious, and, in the early flowering groves, flower bud break should already be occurring. Therefore, now is the appropriate time to evaluate how strongly your trees will flower. Because flowering is a stressful time for the tree, growers need to ensure each tree has adequate water and nutrition; in order to maximize fruit‐set potential. If flowering appears weak, or significantly lower than normal, it is advantageous to consider the reasons behind this and to identify necessary changes to avoid poor flowering in the future.
Various factors cause poor flowering; however, the most common is alternate bearing, wherein the fruit on trees, carrying a heavy crop to maturity, is negatively associated with the amount of opening flowers. At times, crops have become heavy enough to cause two years of poor flowering and yields, resulting in a large third‐year crop, as the tree seeks to find its "balance" among growth, fruit and future flowering. In efforts to reduce this harmful effect on production, general advice is focused on two main cultural‐management objectives: 1) ensure trees have met the nutrient targets for good yields 2) maintain overwintered leaves in as healthy a condition, for as long as possible, throughout flowering and fruit set. These are the main reasons fertilizer applications - especially trace elements that may be in short supply, yet are not deficient - are recommended just before flower bud break. For further flowering information, please reference the following study, "Inflorescence and Flower Development of the ‘Hass' Avocado During "On" and "Off" Crop Years," here: http://www.californiaavocadogrowers.com/assets/Uploads/Growers-Site/Cultural-Management/Cultural-Tips/Flowering.pdf.
Immigration: House Judiciary Examines Agriculture Guestworker Programs
The House Judiciary Subcommittee on Immigration Policy and Enforcement held a hearing on February 9, 2012 entitled "Regional Perspectives on Agricultural Guestworker Programs." Paul Wenger, President, California Farm Bureau Federation provided testimony. The hearing was chaired by Representative Dan Lungren (CA). Representative Zoe Lofgren, Ranking Member of the Subcommittee, also attended. Both have been actively involved in the agricultural guestworker program issue.
Mr. Wenger began his testimony by stating that he was testifying “because farmers and ranchers across the nation need a solution that provides a legal workforce to cultivate and harvest our crops and tend our livestock. Any solution must be economically practical and recognize the value of the people who work in agriculture to provide Americans with products grown in the US.” He stated that California relies on the labor of at least 400,000 hired farm and ranch workers each year, and in 2009, only 3,503 farm jobs in California were certified for H-2A. Wenger said that even if the H-2A program could be substantially reformed, it would be insufficient to ensure an adequate farm labor workforce for the future.
He expressed concern with the mandatory E-Verify bill that the Committee approved last year. He opposed the bill because it “offered no solution to address the unique challenges that a national E-Verify mandate will create for agriculture.” He noted the recent experience in Georgia and Alabama, where strict immigration employment laws have resulted in significant crop losses because there is not a sufficient domestic workforce for agriculture.
He also stressed that many of the jobs in agriculture now require highly skilled workers. Many are required to operate sophisticated machinery now used in agriculture. Additionally, experienced farm workers, documented or not, must have hand/eye coordination learned over many years to know exactly at what point a fruit or vegetable is at the peak time for picking. He said that many farm workers earn the equivalent of $30-$35/hour, because of their experience and skill.
Testimony was also provided by Bruce Goldstein, President, Farmworker Justice, Washington DC. He testified that many undocumented farmworkers are often exploited, saying, “Undocumented workers’ fear of deportation deprives them of bargaining power with their employers and inhibits them from challenging illegal employment practices.” He asked that “immigration reform should be accompanied by efforts to stabilize the farm labor force, including ending discrimination in labor laws, improving wages and working conditions and modernizing labor relations in agriculture.”
For the testimony of the witnesses, go to: http://judiciary.house.gov.
“Parts of this article were copied from the California Institute for Federal Policy Research, California Capitol Hill Bulletin, Volume 19, Bulletin 4 – February 9, 2012”
February CAS/CAC/UCCE Grower Seminars A Success
With over 200 growers turning out for seminars in three growing regions, you could say the most recently concluded CAS/CAC/UCCE seminars were a success! Held in San Luis Obispo, Ventura and Temecula, growers received updates from CDFA on Light Brow Apple Moth (LBAM), Dr. Jonathan Dixon on CAC’s research programs, Dr. Maria Lu Arpaia on plant breeding research, and much more. If you weren’t able to attend the seminars, video from the Temecula meeting is posted on CAC’s grower website at: http://www.californiaavocadogrowers.com/grower-seminar-february-2012.
The next CAS/CAC/UCCE grower seminars are scheduled for April 10-12, 2012, will be held outdoors, and will discuss Avocado Pest Identification and Control. Check the California Avocado Society website closer to the date of the event for further information on the location of these meetings.
California Avocado Commission Awarded “Role Model” Award
Produce for Better Health Foundation (PBH) has named 40 non-retail companies within the fruit and vegetable industry as Fruits & Veggies—More Matters Role Models and Champions for 2011 in recognition of their support for the national public health campaign and for PBH. A total of 31 companies, including the California Avocado Commission (CAC) earned Role Model status (the top level of recognition) and 7 achieved Champion status.
The Commission has supported PBH since its inception in the early 1990s. Jan DeLyser, Vice President of Marketing and past chair of PBH said “We are proud of this recognition, as well as the role PBH plays in supporting the consumption of fruits and vegetables.”
Ongoing CAC support includes:
- Placing the Fruits & Veggies—More Matters logo on materials
- Linking to www.FruitsAndVeggiesMoreMatters.org website
- Speaking about Fruits & Veggies—More Matters during meetings and presentations
- Including Fruits & Veggies—More Matters messaging and logo in employee newsletters and health focused programs, in advertising and PR efforts, in marketing and collateral materials, and in wellness programs and community outreach efforts
- Participating as a PBH Board of Trustees member
- Serving on PBH’s Executive Committee
- Serving on PBH board-level committees
- Attending annual board meeting and dinner/auction
“We’re extremely proud and appreciative of the efforts contributed by all these Role Models and Champions to remind consumers that increasing fruit and vegetable consumption is important through use of the Fruits & Veggies—More Matters logo and messaging,” said Elizabeth Pivonka, Ph.D., R.D., president and CEO of PBH. Pivonka added that she is looking forward to formally recognizing these companies during a special Role Model and Champion recognition luncheon to be held during the general session of PBH’s Annual Meeting on March 30th in Monterey, California.
Please stay tuned for future updates on CAC’s participation in the PBH Fruits & Veggies – More Matters initiatives.
Tony Roma's adds Fresh California Avocados
This spring, Tony Roma's will be serving Fresh California avocados for the first time as a featured ingredient in a seafood limited time offer (LTO) menu. As part of the special menu, Tony Roma guests can order Avocado and Blood Orange Salmon, a grilled salmon fillet topped with a "sangria salsa" of blood oranges, Fresh California avocados, roma tomatoes and red onion. Beginning on February 29 and running through April 24, the LTO will be supported with special in store Point of Purchase materials, a post card direct mail (shown below), and television spots in select markets. This promotion will be offered at Tony Roma’s participating locations and will feature the California Avocado Commission (CAC) Hand Grown in California logo.
Fall 2011 California Avocado Tracking Study Part Five: Pricing
The results are in for the 2011 Avocado Tracking Study which monitors consumer insights into avocado advertising in both core and new demand markets throughout the United States. In this issue we’ll review the section addressing avocado consumption.
For more information and background on the study, please click here.
According to study findings, price has decreased significantly over time as a barrier to purchase in both the Ad Markets and the remaining U.S.
Despite a higher retail price in 2011, there is virtually no change in the proportion of consumers who decided not to purchase avocados because of price:
Consumers in the Ad Markets indicated their preferred price is under $1.88, while consumers in the remaining U.S. markets state that their preferred price is under $2.16.
Check back for the next edition of the tracking study, where we will conclude this series and touch on overall learnings from the study. Or, view the tracking study in its entirety right now by clicking here.
Ask A Farmer Training Sessions (KnowACaliforniaFarmer.com Social Media Training)
The California Agriculture Communications Coalition (CACC) is about to embark on a new round of Ask a Farmer Social Media Training Sessions. Many of you have heard of or even been to some of these sessions in the past. This year, the CACC will host four sessions during the months of February and March. The sessions will be held in Santa Rosa on February 28, San Luis Obispo on March 1, Lodi on March 27 and Temecula on March 29.
If you are a farmer, rancher or manager and are interested learning more about how social media can help build relationships between farmers and ranchers and consumers, you are invited to attend. The CACC is looking for farmers and ranchers who have the desire but maybe don't have access to the tools they need to effectively use online social media tools.
If you are interested in attending, please contact Zac Benedict at the California Avocado Commission (949) 341-1955 by February 17, 2012.
To view all market trend graphs, including “Avocado Volume Summary,” “Weekly Price Range” and “U.S. Avocado Supply,” please visit: http://www.californiaavocadogrowers.com/market-information/.
Weather: 30-Day Outlook For California’s Coastal & Valley Areas
In the Near Term – through February 21 ... A very dry period continues while the storm track splits and troughs focus into western Mexico. High pressure and persistent ridging will occur off the coast of central and northern California. Waves and fronts in the westerlies will pass through Oregon and then move southeast through the Great Basin and into Arizona and Utah. The next front coming through northern California will be on the 11th and the 13th. Santa Ana or offshore wind events are indicated for southern California during the 9th and 10th, 12th and 13th, and 15th to 21st. During the 15th to 22nd, a longwave ridge will stagnate over California while a longwave trough, equally persistent, stagnates over the east-central U.S. With the sun now higher in the sky and longer days, ground temperatures will be warmer, and snow will tend to melt faster in the Sierra Nevadas during this early, spring-like period.
...Near-Term - Southern California Avocado Region...through February 21… After the rains on the 7th and 8th, it will be dry with colder than normal nights (plenty of freezes). Santa Ana winds will be a recurrent feature, and offshore flow will predominate from the 15th to 22nd. There will be a risk of freeze and wetbulb freeze on most nights through the 17th, especially in areas sheltered from wind. We will eventually see some warm and very dry days, well into the 80’s, during a warm spell that is expected from the 17th through thw 24th. Plan for plenty of irrigating during the next 2-3 weeks caused by a mixture of dry winds, very low RH, a higher sun angle, and longer days.
February 22 to March 5… The sea surface temperature anomaly pattern (SSTAs) favor the development of troughs near the central California coast with subsequent southeast movement down the coast into Baja and western Mexico. Coupled with the reduced amount of energy available from the tropics due to La Niña and a continued weaker than normal southern storm track, we should see plenty of sunny days in northern California during this normally rainy time of year.
For the timing of events, consider that we are currently in a "trough" phase of the Madden-Julian Oscillation (MJO). We will return to a "ridge" phase from the 15th to the 27th. During the 28th to March 10th, we can expect the next "trough" phase to occur. After a long, dry spell, probably occurring from the 15h to 24th, we can expect an end-of-month return to troughs, cold temperatures and the possibility of significant freezes that will alternate with rain events from February 25 to March 4 -- approximately.
Of current interest is the warmer SSTAs that are working their way east from the central Pacific to the California coast. This has already started to mitigate frost occurrence during this normally cold and active part of the frost season. This pattern, because it encourages westerly flow, has the potential to reduce the number of frost days in March due to clouds, a generally warmer airmass, and some rains.
February 22 to March 5 ...Southern California Avocado Region... Conditions that are drier and warmer than normal are indicated for the 22nd to 24th. There is a chance that we will return to a cool, wet period during February 26 to March 3.
Seasonal Outlook/La Niña Update...(March - May 2012) Support continues in the sea surface temperature field for a westerly storm track across the mid-north Pacific from the Aleutians to Oregon and Washington. However, northern California will be warmer and with some dry periods intermixed. There still is a chance for above normal rainfall occurring late in the season (March) but with higher than normal snow levels and more alternating of “warm/wet” and “warm/dry” scenarios.
Southern California Avocado Region... (March - May 2012) The latest indicators still support a slightly below normal precipitation scenario for the southern California avocado regions. Despite some wet storms developing in northern California and the Feather watershed, snow levels will stay abnormally high during the spring months. The bottom line for southern half of California is less water from rains and snow melt to replenish the reservoirs.
...Alan Fox, Fox Weather LLC...
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