California Fruit and Vegetable

Category: Non-Video

  • Remarkable Market Growth Trajectory for U.S. Beef, Fresh Fruit & Tree Nuts in Taiwan

    In 2024, Taiwan was the eighth-largest market for U.S. agricultural exports, valued at $3.8 billion, 16 percent greater than 5 years ago. The top five U.S. agricultural exports to Taiwan are beef and beef products, soybeans, corn, wheat, fresh fruits and nuts. In December 2024, an agreement as part of the U.S.-Taiwan Initiative for 21st Century Trade entered into force. The agreement covers trade facilitation, customs, anticorruption, and support for small- and medium-sized businesses. The agreement has yet to conclude other topics undergoing negotiation, including agriculture. The United States was the largest supplier of agricultural products to Taiwan in 2024, accounting for 25 percent of Taiwan’s import market, followed by Brazil (10 percent) and China (6 percent).

    Macroeconomic Perspective

    Taiwan is a high-income East Asian economy with a real gross domestic product growth of 4.3 percent in 2024, driven by increased investments and a rebound in exports. Retail sales and spending on food services have continued to expand. Easing inflationary pressures, a healthy labor market, high wages, and rising household income will continue to support consumer sentiment and spending in the coming years, including imported foodstuffs.

    Demographics and Market Trends

    Taiwan has a population of 24 million people and a growth rate of 0.03 percent in 2024, with the largest population on the north and west coasts. Taiwan’s urban population is 80 percent of the total, and the major urban areas are New Taipei City, Taipei (the capital), Taoyuan, Kaohsiung, Taichung, and Tainan. As a wealthy economy, consumers in Taiwan have strong purchasing power and frequently prioritize products with health benefits. E-commerce is growing in popularity as a platform for agricultural and food products. Taiwan is highly advanced in technology and social media, making digital marketing essential for businesses entering the market. Importers in Taiwan value the United States as a trustworthy trade partner.

    Key Opportunities for Expanding U.S. Exports to Taiwan

    Beef and Beef Products
    Beef and beef products are the largest U.S. agricultural export to Taiwan, valued at $709 million in 2024, increasing 29 percent during the past 5 years. Taiwan ranked sixth among U.S. markets for beef and beef product exports in 2024. The United States ships frozen and chilled beef to Taiwan in a variety of cuts, including rib fingers, short plate, chuck roll, shank, and top blade. Additionally, the United States dominates grain-fed beef supplies in Taiwan, a segment of the market that continues to expand. The United States is the largest supplier of beef and beef products to Taiwan, accounting for 52 percent of the total market share, followed by Australia (19 percent) and Paraguay (13 percent). Taiwan continues to significantly rely on beef imports to fuel growing domestic demand due to limited beef production.

    Soybeans
    Soybeans are the second-largest U.S. agricultural export to Taiwan, at $601 million in 2024. Taiwan was the seventh-largest market for U.S. soybean exports in 2024.The largest soybean supplier to Taiwan is Brazil, accounting for $748 million, followed by the United States and Canada. Taiwan is expected to increase its soybean imports, as it currently relies on imports to meet 98 percent of its demand.

    Corn
    Corn is the third-largest U.S. agricultural export to Taiwan, at $384 million in 2024. U.S. corn volume increased by 92 percent since 2020, becoming more price competitive against other suppliers of corn, leading to a recovery in market share. Brazil is the largest corn supplier to Taiwan at $544 million, followed by the United States and Argentina ($136 million). Brazil’s corn exports to Taiwan declined by 24 percent in 2024, whereas U.S. corn exports to Taiwan increased 52 percent. In 2024, the United States gained market share as it harvested the largest U.S. crop in the fall of 2023.

    Taiwan’s pork industry has recovered from various non-African swine fever diseases that reduced its feed demand. A recovery in feed demand drove recent import growth.

    Wheat
    Wheat is the fourth-largest U.S. agricultural export to Taiwan, at $325 million in 2024. Taiwan’s top suppliers are the United States, followed by Australia ($73 million) and Canada ($7 million). The United States has historically been the major wheat supplier to Taiwan, with market share fluctuating between 70 and 90 percent in the last 10 years. Taiwan imports 99 percent of its wheat demand.

    In recent years, per capita wheat consumption increased as Taiwan’s high-income and sophisticated consumers demanded more diverse offerings. Taiwan has a vibrant baking industry, including some high-profile award-winning bakers. In addition to western-style wheat products, Taiwan’s consumers also have access to a diverse range of traditional wheat products, including noodles, buns, and dumplings.

    Fresh Fruits
    In 2024, fresh fruit was the fifth-largest U.S. agricultural export to Taiwan at $262 million, a 34-percent increase compared to the 2020 figure. The United States is the largest supplier to Taiwan, followed by New Zealand ($255 million) and Japan ($222 million). The top fresh fruits that the United States exported to Taiwan were fresh apples, cherries, grapes, peaches, plums, and oranges, including both conventional and organic fruits.

    Apples are the top imported fruit in Taiwan, with an import volume of 156,419 metric tons (MT) globally in 2024. The United States regained market share from South Africa and Japan, with U.S. apple exports reaching 63,637 MT, accounting for 41 percent of the market share by volume. This shift is due to moth detections on South African apples in May 2023, which led to an export suspension to Taiwan. South African apple exports were only 7,021 MT in 2024, with the United States filling this supply gap. Although people in Taiwan consume a wide variety of fruits, apples remain an important fruit in daily life.

    Dairy Products
    In 2024, U.S. exports of dairy products to Taiwan were $108 million, declining 11 percent during the past 5 years. This decline was in value. Volume remained steady between 2020 and 2023 but declined from 21,000 MT to 19,000 MT in 2024 due to New Zealand’s competitiveness and lower prices. The top suppliers for dairy products in Taiwan for 2024 were New Zealand (40 percent of imports), the United States (10 percent), and France (9 percent). Due to the westernization of diets and the popularization of healthy eating concepts, the overall dairy market continues to expand. The popularity of drinks like lattes and milk tea in recent years has led to an increase in the demand for liquid milk in many convenience stores and beverage shops on the streets.

    The butter market in Taiwan will continue to show stable import demand, as local production of butter is only a few tons and cannot significantly meet the overall market demand. New Zealand, France, and Australia were the top butter suppliers to Taiwan in 2024, at $93 million, $28 million, and $9 million, respectively. The United States is the seventh-largest supplier at $4.9 million in 2024.

    Tree Nuts
    U.S. tree nut exports to Taiwan reached $85 million, up 27 percent from 2020. The United States is the largest supplier to Taiwan, with a market share of 39 percent, followed by Vietnam (31 percent) and China (14 percent). Almonds and walnuts are the most prevalent tree nuts in Taiwan, together accounting for more than half of total global imports. U.S. almond exports to Taiwan were $30 million, and U.S. walnut exports were $21 million in 2024. In addition, pistachios are a fast-growing category, and the United States is the prominent supplier of pistachios to Taiwan at $21 million in 2024. The United States is the only supplier of pecans, with exports of $5 million in 2024. Food manufacturers have successfully promoted and positioned tree nuts as a healthy snack, in which 60 percent of the imported tree nuts are mostly used for snack processing, while 40 percent are utilized in bakeries to enhance texture, flavor, and decoration.

    Trade Policy

    In December 2024, the first agreement from the U.S.-Taiwan Initiative for 21st Century Trade entered into force, but additional negotiations from the initiative on other topics, including agriculture, have not concluded. This agreement was signed on June 1, 2023, by representatives of the American Institute in Taiwan and the Taipei Economic and Cultural Representative Office in the United States and includes commitments on anticorruption, good regulatory practices, services domestic regulation, customs administration and trade facilitation, and small- and medium-sized enterprises. The first agreement from the U.S.-Taiwan Initiative on 21st Century Trade is available on the Office of the U.S. Trade Representative’s website.

    Conclusion

    Taiwan is a high-income economy with a large population and a major market for U.S. agricultural exports. U.S. agricultural and related products such as beef, soybeans, corn, wheat, fresh fruits, seafood, dairy products, tree nuts, and pork have a good opportunity to expand exports to Taiwan. Importers in Taiwan see the United States as a reliable business partner, with quality products, competitive prices, and transparent business practices.

  • Interesting Insect Find Close to Strawberry Determined Not to Be a Pest

    Mark Bolda, coastal UCCE Strawberry and Caneberry Farm Advisor, was easing into some Sunday morning reading recently at a small park in Watsonville that is very close to a strawberry field when the unusual insect depicted below paid him a visit. Given that he had never seen this insect (and doubts that many of you have either), he felt a surge of unease that this could be a new one, in other words an invasive.

    A quick check to Dylan Beale, our new UCCE Entomologist serving all three counties of the Central Coast, put all of this to rest.  After some research into the identification, Dylan determined that this very likely Megaloceroea recticornis, of the insect family Miridae. The species originated in Eurasia and North Africa but has become established in North America and New Zealand.  Nymphs and adults prefer to feed on grasses, which makes a lot of sense since this is exactly the environment it was found.

    All is well then, and we can continue on to other things.

  • First-Ever Blueberry Boost Accelerator Seeks Next Generation of Food and Consumer Product Innovation

    The U.S. Highbush Blueberry Council(USHBC), in partnership with VentureFuel, today announced the launch of the Blueberry Boost Accelerator — a new program designed to discover and support emerging startups that are redefining the future of blueberries. Applications are now open and will be reviewed on a rolling basis through July 11, 2025, at 11:59 pm PT.

    The nine-week hybrid accelerator program will connect early-stage, revenue-generating companies of products using blueberries as a prominent ingredient with top blueberry, food and Consumer Packaged Goods (CPG) industry leaders to fast-track growth through expert mentorship, tailored commercialization support and strategic guidance. Participants will receive professional brand assets like video commercials and sales materials; gain media exposure; and connect with buyers, investors and innovation leaders. Startups will refine their pitch with 1:1 support and showcase their product at The Blueberry Convention, Oct. 8-10 in Seattle, where the grand prize winner will receive $20,000 and the runner-up will win $10,000. To be eligible, companies must have a safe, working product prototype that has been reviewed under USDA oversight.

    “USHBC’s vision is to make blueberries the world’s favorite fruit by fueling demand through innovation, partnerships and research,” said Kasey Cronquist, president of USHBC. “Blueberries are packed with possibilities — from health and nutrition to snacking, culinary creativity, functional ingredients and beyond. This program is about uncovering the next generation of ideas that will help blueberries earn a larger role in consumers’ everyday lives.”

    The Blueberry Boost Accelerator is seeking startups of CPG products across a wide range of categories, including but not limited to:

    • Snacks
    • Frozen
    • Beverages (including alcoholic options)
    • Confectionery
    • Personal care items (e.g., skincare, cosmetics)
    • Wellness/performance
    • Ready-to-eat meals
    • Sauces and dressings
    • Pet products

    Interested entrepreneurs are invited to RSVP for a virtual information session on June 25 at 12 p.m. ET to learn more about the program, areas of interest and the application process.

    “Blueberries are beloved by consumers for their taste and health benefits, yet there is so much untapped potential when it comes to new formats, uses, and applications,” said Fred Schonenberg, founder and CEO of VentureFuel. “Our accelerator connects the best startups working with blueberries with industry leaders and commercial opportunities to fast-track their innovations and unlock new growth opportunities for the category.”

    The Blueberry Boost Accelerator underscores USHBC’s commitment to leadership in the food system through innovation. By investing in new ideas, technology and entrepreneurs, USHBC continues to unite stakeholders to strengthen the industry’s global competitiveness.

    For more information or to apply, visit blueberryboostaccelerator.com. For more resources on using blueberries as an ingredient or to find supplier, visit foodprofessionals.blueberry.org.

    About the U.S. Highbush Blueberry Council
    Established in 2000, The U.S. Highbush Blueberry Council (USHBC) is a federal agriculture research and promotion program with independent oversight from the United States Department of Agriculture (USDA). USHBC represents blueberry growers and packers in North and South America who market their blueberries in the United States and overseas, and works to promote the growth and well-being of the entire blueberry industry. USHBC was established by blueberry growers and currently has 2,500 growers, packers, exporters and importers. USHBC is committed to providing blueberries that are grown, harvested, packed and shipped in clean, safe environments. Learn more at ushbc.blueberry.org and blueberry.org.

    About VentureFuel
    VentureFuel is an independent innovation advisory firm that helps the world’s best organizations commercialize innovation to ignite change by working with startups. Its innovation programs help enterprise organizations learn, test, build and invest in emerging technology to solve their biggest problems today and unlock new sources of growth. VentureFuel provides organizations like Hershey’s, Comcast, Dick’s Sporting Goods, AARP Foundation and the State of California the tools to drive transformative change with less risk, more speed, and greater proximity to the consumer than traditional innovation models. Learn more at venturefuel.net, LinkedIn, X, and Instagram, and listen to The VentureFuel Visionaries podcast wherever you get your podcasts.

  • 2025 California Processing Tomato Forecast Down from Last Year

    As of May 15, California’s tomato processors reported they have or will have contracts for 10.3 million tons of processing tomatoes for 2025. This production estimate is 1 percent above the January intentions forecast of 10.2 million tons and 7 percent below the final 2024 contracted production.

    The May contracted acreage of 205,000 is 3 percent above the January intentions forecast of 200,000 acres and 23,000 acres less than last year’s final planted acreage.

    Fresno County remains the top California county in contracted planted acreage for 2025 with 53,400 acres. Yolo, Merced, Kings and San Joaquin make up the remaining top five counties, accounting for 68 percent of the 2025 total contracted planted acreage for California.

    This year’s transplanting season began in late February without delay. The developing crop has experienced mostly mild spring temperatures and a few storms, lessening the need for irrigation. There are sufficient water allocations to support the crop through the summer heat. Neither pest nor disease threats have been reported at this point in the season. Processors anticipate harvest to begin and end on schedule, similar to 2024.

    Tomato supplies continued to be adequate enough to meet global demand and tomato processors have significantly decreased contracted acreage and tonnage in order to rebalance inventories on hand.

    This early processing tomato estimate is funded by the California League of Food Producers.

  • Artichoke Festival Closes Its Doors After 65 Years

    With deep gratitude and heavy hearts, the board of directors of the Artichoke Festival announces the official closure of the beloved annual event. After 65 unforgettable years celebrating the region’s agricultural heritage, artichoke royalty, and community spirit, the Artichoke Festival will not return in 2025.

    This decision, made after months of thoughtful consideration, stems from the growing financial strain caused by increasing event production costs, insurance premiums, permitting requirements, and operational challenges that have made it no longer feasible to continue.

    What began in 1959 as a local celebration of the Central Coast’s most iconic vegetable blossomed into a treasured tradition, bringing together families, farmers, chefs, volunteers, artists, and visitors from around the world. Through changing times and locations, the festival has remained true to its mission: to honor and promote local agriculture, educate the public about the unique qualities of artichokes, and support community nonprofits through proceeds raised.

    “Ending the festival is one of the most difficult decisions we’ve ever had to make,” said the Festival Board. “But the financial realities we now face are insurmountable. We want to extend our deepest thanks to the sponsors, volunteers, vendors, growers, and loyal guests who made every festival possible. Your support sustained us for more than six decades.”

    Linda Scherer, Executive Director of the Artichoke Festival, added:” This festival has been a labor of love for so many of us. Watching it grow from a hometown celebration to a regional highlight has been one of the greatest honors of my life. The memories we’ve made, the people we’ve touched, and the good we’ve done together will live on far beyond this decision. Thank you for letting us be part of your family traditions.”

    Over the years, the Artichoke Festival has generated hundreds of thousands of dollars in charitable support, and countless memories—crowning artichoke queens, hosting celebrity chefs, showcasing local youth talent, and feeding generations of families fresh, fried, and stuffed artichokes.

    As the organization winds down, the board will take time to reflect on the best way to preserve the festival’s legacy and continue supporting the agricultural community that inspired it.

    “To the community of Castroville and the entire Monterey County region: thank you. You’ve helped make the Artichoke Festival more than an event—you made it a home.”

    For more information and final updates, please visit www.artichokefestival.org.

    About the Artichoke Festival
    Founded in 1959, the Artichoke Festival has been a cornerstone celebration of Monterey County’s agricultural bounty and community spirit, dedicated to promoting artichoke education and supporting nonprofit partners throughout the region.

  • California Avocado Commission Utilizes State Market Analysis Report to Optimize Marketing Strategies

    California Avocado Commission — In April, the California Avocado Commission reviewed data from the California Avocado Market AnalysisReport that provides a comprehensive overview of the 2024 season and broader category insights. The report, which utilizes Circana retail sales and household panel data pulled from the National Consumer Panel, offers critical information concerning short- and long-term analyses of shipment volumes, FOB prices, retail pricing and sales trends. Ultimately, the report demonstrates how California avocados compare to imports and highlights the effectiveness of CAC’s promotional efforts in a competitive market. Key findings of the report are summarized below.

    According to the report, the 2024 California avocado crop — which reached 363.6 million pounds — was the largest of the last four years, up 56% from 2023.  The 2024 season had a staggering impact on retail category incremental growth in the California region versus the previous season — with 2024 avocado sales driving 77% of incremental dollars and 54% of incremental units.

    Further, data indicates California avocados have maintained a premium price over imports across the last four years. During the 2024 California season, within the California region, California avocados averaged a +10% price advantage over imports with a 26% advantage near the close of the season. Likewise, outside of California FOB prices were +10% over imports and reached a high of 33% at the end of the 2024 season.

    During the 2024 season FOB price growth also outpaced retail and import prices — increasing at a faster rate — within the California region. This is part of a long-term trend with the compound annual growth rate of California avocado FOB prices in California at +6% since 2013, versus just 3% for retail pricing and 4% for imports.

    The report was shared with CAC staff in April to provide data-backed evidence showing how marketing programs are working and support the Commission’s efforts to build demand and preference for the California Avocados brand. Further, the report will be shared with agency, industry and retail partners to provide them with a deeper understanding of category trends that will allow them to refine marketing strategies and optimize promotions that build sales of California avocados. These insights can be used to develop trade communications, marketing strategies and retail materials.  Notes Terry Splane, CAC Vice President of Marketing, “Sales data and research create the foundation for effective marketing. The California Avocado Market Analysis Report is packed with actionable insights that demonstrate the strength of the California season, help us enhance our marketing programs, and ultimately show the value of California avocados to our retail partners.”

  • California Avocado Society Innovations & Insights Field Day, June 3

    On June 3, the California Avocado Society will host an Innovations and Insights field day from 9:00 a.m. – 1:00 p.m. at Limoneira Ranch located in Santa Paula, CA. Presentations will take place in the field and be followed by a catered lunch.

    The day’s topics include:

    • Pests and Diseases — Ben Faber, UCANR
    • Anatomy and Nutrition ‚ Danny Klittich, Mission Produce
    • Integrating IPM, Pesticide Resistance and Cover Crops for Beneficial Insect Support — Bodil Cass and Hamutal Cohen, UCANR
    • Drone Use for IPM — Briana Layfield, Ag-Bee

    See the attached flyer and register to attend by May 29th HERE.

  • California Apple Commission Grows Staff

    The California Apple Commission has been strengthened by three recent hires: Michelle Borges, Mary McDonnell, and Ethan Cranmer.  Led by Executive Director Todd Sanders, the Commission is responsible for expanding export markets and the implementing marketing campaigns for international markets. The Commission also serves as a liaison between industry and research scientists, responding to pest and disease issues, and providing a unified industry voice to foreign dignitaries. This same dynamic team is also charged with similar responsibilities in leading the California Blueberry Commission, Olive Oil Commission of California, California Olive Committee, and the California Wild Rice Advisory Board, overseeing research, marketing, education, policy, and export markets. Read about the new team members below:

    Michelle Borges, Director of Technical Affairs and Operations

    Since she was a young child, agriculture has been an important part of Michelle Borges’ life. Originally from Oakdale, California where both of her parents have careers in education instilled a passion in her for the love for learning. She graduated in May of 2023 from California State University, Chico with a Bachelor of Science in Agricultural Science with an option in Communication and Leadership. Throughout her time at Chico State, she was actively involved in her sorority of Sigma Kappa, the Panhellenic Council, Ag Ambassadors, and various other clubs and organizations. After Chico State, Borges completed her Master of Science in Agricultural Education, specializing in Natural Resource and Agricultural Communications at Oregon State University. Now back in the heart of California’s Central Valley, Borges is excited to start her career as the Director of Technical Affairs and Operations for the California Apple Commission. She hopes to advocate for the agricultural industry in a dynamic, forward-thinking way while being an active member of her community supporting local 4-H clubs and FFA programs. In addition, Borges plans to be involved in professional development organizations such as California Women for Ag and Farm Bureau Young Farmers and Ranchers. Borges strives to be a leader between consumers and producers to bridge the gap of farm to fork and to serve as a role model for young women in agriculture. In her free time, she enjoys any activity outdoors, spending quality time with her family and friends, and is always on the hunt for a new adventure.

    Mary McDonnell; Program Supervisor

    Mary’s journey from Jacksonville, FL to Los Angeles, CA, was fueled by her passion for both academics and athletics. At Biola University, Mary pursued a degree in Public Health while excelling as a collegiate volleyball player. The balance between academic challenges, athletic commitment, and part-time work shaped her discipline, leadership, and teamwork skills, which she is now excited to apply in her role as Program Supervisor at the Commission.

    Throughout her academic journey, Mary developed a deep understanding of health systems, community wellness, and the vital intersection of public health and agriculture. She believes in the importance of advancing agricultural practices that not only support the industry but also prioritize the well-being of all individuals involved. As she settles in Clovis, Mary is determined to leverage her experience to research and promote sustainable, health-driven agricultural initiatives that adhere to established health and safety standards.

    In addition to her academic and professional pursuits, Mary is passionate about contributing to the community that has welcomed her. She is dedicated to ensuring that agricultural practices benefit both the local community and the broader public, and she is excited to help shape the future of agriculture through a health-focused lens.

    Ethan Cranmer, Program Coordinator

    As a dedicated student of Agriculture Business at Fresno State, Ethan Cranmer brings a profound connection to the agricultural landscape, having been raised in the heart of it. With roots deeply intertwined with the rich soil and the rhythm of farm life, he embodies the spirit of innovation and stewardship that defines the agricultural community.

    Growing up surrounded by the vibrant orchards and fields of the Central Valley, Ethan developed an unwavering passion for the citrus and apple industry. This passion has been the driving force behind his academic pursuits, propelling him to delve into the intricacies of agricultural economics, supply chain management, and sustainable practices.

    At Fresno State, Ethan actively engages in coursework that intersects with his passion, seeking to gain insights and expertise that will shape his future contributions to the industry. He eagerly participates in extracurricular activities, such as agricultural clubs and industry events, where he can network with fellow enthusiasts and professionals.

    Beyond his academic endeavors, Ethan is committed to giving back to the agricultural community that has nurtured him. He actively seeks opportunities to contribute his time and skills to local farms and organizations, eager to make a meaningful impact and uphold the legacy of agricultural excellence.

    Looking ahead, Ethan is driven by a vision of a thriving citrus and apple industry that embraces innovation, sustainability, and inclusivity. He aspires to leverage his education and experiences to play a pivotal role in shaping the future of agriculture, ensuring its vitality for generations to come.

  • New Video Series to Sharpen Skills of California Vegetable Growers

    To train new people to work with California specialty crops and update the skills of current workers, educators from University of California, Davis and UC Agriculture and Natural Resources, Fresno State, Cal Poly San Luis Obispo, Chico State and five California community colleges are producing educational videos. The training video series is available to the public for free on YouTube at https://www.youtube.com/@jeffreymitchell759/playlists.

    “As California’s farmers age, shortages of suitably trained agricultural workers increase, and workers increasingly come from non-farming backgrounds, the role of agricultural colleges in teaching both the theory and practice of agriculture is key today,” said Jeff Mitchell, UC Cooperative Extension specialist in the Department of Plant Sciences at UC Davis.

    “The average age of agricultural producers in California is currently about 59.2 years,” said Mitchell, who is based at the UC Kearney Agricultural Research and Extension Center in Parlier in Fresno County. “Therefore, there is an urgent need to encourage and recruit young people into agriculture to sustain current and future production.”

    It is also vitally important that those entering the workforce receive adequate training in current production practices of the state’s particularly dynamic specialty crop industries.

    “In response to the growing demand for online education following COVID-19, I have strategically incorporated YouTube video clips – particularly those produced by UC Agriculture and Natural Resources – into my course material to enhance student engagement and learning outcomes,” said Sophia Marin, Bakersfield College adjunct professor. “One of the greatest challenges in teaching agriculture in a virtual setting is the inherently hands-on nature of the industry.”

    Marin has been using videos produced a few years ago. The video curriculum series currently being developed includes integrated weed management, postharvest technology, crop breeding, microgreen production, soil management, labor and specialized farm machinery.

    Many key concepts, especially those related to plant pathology and crop management, are difficult to fully convey through traditional textbooks or static images alone, Marin noted.

    “To address this gap, I began supplementing my lectures with real-time video recordings captured during farm visits, with the consent of local growers,” she said. “These video clips provide students with invaluable exposure to real-world agricultural practices and allow them to observe phenomena such as plant diseases – including Southern Blight – in a way that is far more dynamic and informative than text-based descriptions.”

    “Through visual media, students can see subtle distinctions in plant symptoms, understand how and why spores develop, and gain deeper insight into diagnostic and treatment processes,” Marin noted.

    In addition to addressing current practices, the training video series also anticipates the challenges that producers will face.

    Vegetable farmers – who tend to have greater labor needs than many in other agricultural sectors – face mounting worker shortages and need to modernize their farm workforce.

    “Vegetable production systems need to be dynamic to keep pace with unpredictable economic, social, environmental and regulatory changes,” Mitchell said. “These systems must continually adapt to innovations and must have a workforce that understands and can implement ever-changing technologies.”

    Visiting farms and viewing videos give Bakersfield College students a clearer idea of the kinds of jobs they would like to pursue, according to Marin.

    “These professionally produced clips complement textbook topics such as urban agriculture, propagation, transplanting and field packing, offering students a visual context that supports their understanding of the material,” Marin said. “What I have noticed is these resources promote active learning: students tend to engage more deeply in discussion boards via Canvas, conduct independent research to supplement course content, and demonstrate increased confidence in both their academic progress and career aspirations.”

    Development of the teaching modules to train workers for California’s vegetable crops industry is funded by the California Department of Food and Agriculture’s Specialty Crop Block Grant Program. The videos will be used and rigorously evaluated by the four universities and five community colleges that serve as key conduits for agricultural workers to the state’s vegetable production regions.

    The first training video of the new series, “Contemporary and future approaches to plant breeding,” is available. New videos will be added at https://www.youtube.com/@jeffreymitchell759/playlists weekly until the 25-part series is complete.

    Other project partners include Madera College, Merced College, Santa Rosa Community College, Hartnell College and Agriculture and Land-Based Training Association in Salinas.

    UC Agriculture and Natural Resources brings UC information and practices to all 58 California counties. Through research and Cooperative Extension in agriculture, natural resources, economic growth, nutrition and youth development, our mission is to improve the lives of all Californians. Learn more at ucanr.edu and support our work at donate.ucanr.edu.

  • Mission Produce® Appoints Michael Sims to Board of Directors

    Mission Produce, Inc. (“Mission” or “the Company”), a world leader in sourcing, producing, and distributing fresh Hass avocados with additional offerings in mangos and blueberries, today announced the appointment of Michael Bryan Sims to its board of directors, effective May 5, 2025. Sims is appointed as an independent Class I director, serving on the audit committee, with a term expiring at the Company’s 2028 Annual Meeting of Stockholders. In connection with this appointment, Mission Produce’s board of directors has increased the size of the board from eight to nine directors.

    Sims is a seasoned financial executive with more than four decades of experience leading global organizations across the food, agriculture, and consumer industries. He brings deep operational, strategic, and financial expertise, with a proven track record of driving growth, improving margins, and leading transformative initiatives for both public and private companies.

    Sims most recently served as Executive Vice President and CFO of TruGreen, where he led the company through critical financial restructurings, operational improvements, and strategic capital deployment. He previously held senior leadership roles at AdvancePierre Foods, where he helped take the company public and later facilitated its acquisition by Tyson Foods, and at Chiquita Brands International, where he led global finance and business development initiatives for over 20 years.

    In addition to his executive experience, Sims currently serves on the boards of The Hain Celestial Group and Winland Foods, where he provides strategic and financial oversight as a board member and audit committee chair. He holds a Bachelor of Science in Business from Indiana University.

    “We are pleased to welcome Michael to our board of directors,” said Steve Barnard, CEO of Mission Produce. “Michael’s extensive financial background combined with his board-level experience in the food and consumer sectors make him an ideal addition to our team. We expect that his proven ability to align financial strategy with long-term business objectives will enhance our growth strategies and create sustainable value moving forward.”

    “I’m honored to join the board of Mission Produce,” said Mr. Sims. “Mission’s industry-leading position in the avocado and mango industries, commitment to diversification, operational excellence, and supply chain transparency aligns closely with my professional philosophies, and I look forward to supporting the Company’s continued growth and success.”

    About Mission Produce, Inc.:

    Mission Produce is a global leader in the worldwide avocado business with additional offerings in mangos and blueberries. Since 1983, Mission Produce has been sourcing, producing and distributing fresh Hass avocados, and currently services retail, wholesale and foodservice customers in over 25 countries. The vertically integrated Company owns and operates four state-of-the-art packing facilities in key growing locations globally, including California, Mexico, Peru, Guatemala and has additional sourcing capabilities in Chile, Colombia, the Dominican Republic, Brazil, Ecuador, South Africa and more, which allow the company to provide a year-round supply of premium fruit. Mission’s global distribution network includes strategically positioned forward distribution centers across key markets throughout North America, China, Europe, and the UK, offering value-added services such as ripening, bagging, custom packing and logistical management. For more information, please visit www.missionproduce.com.