Category: Industry News

  • Little Birds, Little Poops, Little Food Safety Risk

    It doesn’t require a degree in ornithology, a lab test or even an app for most growers to determine whether bird poop near their crops presents a food safety risk. They just need to ask themselves a simple question: How big is it?

    That’s according to a study from the University of California, Davis, published today in the Journal of Applied Ecology. The study said an informed, nuanced view of food-safety risks and wild birds could help growers avoid crop losses and manage farms for food safety, biodiversity conservation and crop production.

    Since 2006, when an E. coli outbreak devastated the U.S. leafy greens industry, growers have been pressured to remove natural habitat to keep wildlife — and the foodborne pathogens they sometimes carry — from visiting crops. Growers are often advised not to harvest crops within a roughly three-foot radius of any wildlife feces, lest they risk failing a food safety audit or losing a buyer contract. Growers often cite such concerns as a barrier to implementing conservation actions they would otherwise consider taking on their farms.

    “We wanted to find out the true risk of wild birds to food safety,” said lead author Austin Spence, a postdoctoral researcher in the UC Davis Department of Wildlife, Fish and Conservation Biology. “Which birds have pathogens, which birds are spending time on farms, and if a bird has a pathogen, does that pathogen survive long in bird poop? Our findings indicate that we can co-manage our areas for both agriculture and conservation.”

    Northern harrier on sprinkler in leafy-green field, coastal CA (image by Rose Albert, UC Davis)

    Where pathogens persist

    Through field and greenhouse experiments, bird surveys, point counts and fecal transects, the authors assessed food-safety risks from nearly 10,000 birds across 29 lettuce farms on California’s Central Coast. They spent hours following turkeys, bluebirds and other wild birds at the UC Davis Student Farm and nearby Putah Creek, collecting hundreds of fecal samples. They compared E. coli survival in bird droppings on lettuce, soil and plastic mulch to measure pathogen persistence.

    After all of these efforts, they landed on a simple finding: Smaller poops from smaller birds carry very low risk of foodborne pathogens, which were rare in birds overall. If a bird were to become infected, pathogen survival depends heavily on the bird’s size.

    “Birds that are large produce really big feces, and that’s where pathogens are more likely to survive,” said Spence. “Birds that are small have tiny feces, and the pathogens die off quickly. So farmers don’t have to know the species of bird it came from. They just need to know the size. If it’s the size of a quarter, don’t harvest near that. If it’s a tiny white speck, it’s very low risk and probably fine.”

    Loggerhead shrike in a cabbage field with farmworker in background (Image by Rose Albert, UC Davis)

    Balancing conservation, crop yields, and food safety

    Beyond fecal size, what the birds pooped on — be it the crop, soil or plastic — made a difference for pathogen survival. In the study, E. coli survived longer on lettuce itself than on soil or plastic mulch.

    Fortunately, about 90% of birds observed on the farms were small and tended to poop mostly on soil, where pathogens perish quickly. By avoiding no-harvest buffers when food-safety risks are low, growers of leafy greens could harvest about 10% more of their fields.

    “Birds generally present really low food-safety risks,” said senior author Daniel Karp, a UC Davis professor in the Department of Wildlife, Fish, and Conservation Biology. “The industry has been concerned about birds for a while. But pathogenic E. coli and Salmonella are vanishingly rare in wild, farmland birds. And we now know E. coli tends to die off quickly in most bird poop.”

    The study opens up new strategies for growers to better balance conservation and food-safety risks. For example, growers could erect nest boxes to attract small, beneficial insect-eating birds, like bluebirds and swallows, that help control pests without risking food safety.

    The work also contributes to a growing body of research that suggests growers do not need to remove habitat to improve food safety.

    “There have been no studies to date that suggest habitat removal improves food safety,” Karp said. “Habitat around farms is actually likely to favor the small, insect-eating birds that are unlikely to carry pathogens. Studies like ours are giving farmers science-based permission to conserve habitat — and many species of wild birds — on their farms again.”

    The study’s additional co-authors are Jeffery McGarvey and SangIn Lee at the USDA Agricultural Research Service, Olivia Smith at Michigan State University, Elissa Olimpi at Conservation Science Partners, and undergraduates Wentao Yang and Meirun Zhang at UC Davis.

    The study was funded through the Center for Produce Safety, the California Department of Food and Agriculture and the U.S. Department of Agriculture. — By Kat Kerlin, UC Davis

  • Tomato Processors Expect to Contract 10.2 Million Tons in 2025

    As of January, California’s tomato processors reported they have, or will have, contracts for 10.2 million tons in 2025, which is a decrease of 10% compared to 11.3 million contracted tons forecast in the August 2024 California Processing Tomato Report. Processors estimate that the contracted production for 2025 will come from 200,000 acres, generating an average yield of 51.0 tons per acre. This year’s contracted planted acreage forecast is 12% below the 2024 estimate of 228,000 planted acres under contract in the August forecast.

    The USDA-NASS Pacific Regional Office surveyed California’s tomato processors for their intended contract acreage and tonnage for the upcoming 2025 season. The data reported by processors was either tonnage with derived acreage, or acreage with derived tonnage.

     

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

     

  • Watermelon Growers Face Challenges When Expanding Their Season

    Watermelon is a favorite summertime treat for consumers. Naturally anticipating those summer picnics and BBQs, consumers may want to enjoy this sweet treat earlier or even later in the year, outside of California’s traditional harvest window. Determined to meet consumer demand with an innovative spirit, California growers are planting watermelons earlier than ever before and expanding their seasons late into the fall as well. This does not come without consequence though, and growers faced some particular challenges during their extended 2024 season that they won’t soon forget. Watch this brief interview as Zheng Wang, UCCE Vegetable Crop Advisor — specializing in Central Valley melon crops, discusses these challenges with Matthew Malcolm on California Ag Network. Read more in California Fruit & Vegetable Magazine.

  • Forfeit® 280 Herbicide Available to Avocado Growers

    California Avocado Commission — The California Department of Pesticide Regulation has issued a section 24(c) Special Local Needs registration for Forfeit® 280 (glufosinate-ammonium) herbicide for use in avocado groves. This registration is effective through October 31, 2029. Growers wishing to use Forfeit® must have a copy of the SLN label in their possession during use. The label can be found on the California Avocado Commission website.

    As you may recall, in May 2024 we alerted the industry that the California Department of Pesticide Regulation (DPR) had finally approved the herbicide Rely® 280 (glufosinate-ammonium) for use in avocado groves in California. The process to get Rely® registered had taken about five years and was a much-needed tool for California avocado growers to manage glyphosate (Roundup®) resistant weeds.

    Unfortunately, in late August we received word that BASF, the manufacturer of Rely®, had “chosen to discontinue production of Rely Herbicide.” This was shocking information to receive given the time that had been invested in obtaining this registration. And as we learned, it was a decision that was just as surprising to our contacts at BASF who had worked closely with us on the registration process.

    The California Avocado Commission is grateful to Loveland Products for their willingness to support our application for an SLN registration for Forfeit®. We also are grateful to DPR for the rapid review and approval of our application. We know that glufosinate-ammonium is an important tool for growers and we are happy that this disruption was relatively minor and growers will have Forfeit® available to them for the spring weed management season.

    As a reminder, Rely® (the BASF product) is still registered for use on avocados and is legal for use as long as supplies last, but growers must have a copy of the DPR approved label that has a stamp on it with the wording “LABELING ACCEPTABLE State of California Department of Pesticide Regulation Pesticide Registration” and can be found on the CAC grower website here: (https://www.californiaavocadogrowers.com/sites/default/files/Rely-280-NVA-2022-04-0598-0238-avocado.pdf).

  • California Avocado Commission Accepting Board Nominations

    The California Avocado Commission currently has three CAC Board of Directors vacancies — handler alternate member, District 1 alternate producer and District 5 alternate producer. All three positions will fill the vacant seats for the remainder of the term through October 31, 2025. These are volunteer positions without compensation, however travel expenses associated with attending the meetings are reimbursed by CAC.

    The CAC Board represents growers in California’s avocado growing regions, which are divided into five districts. The Board is composed of 20 individuals serving as producers, handlers and public members.

    Qualifications for the handler position are as follows:

    • Nominee shall certify they meet the definition of a handler as defined by CAC: “has a financial interest in handling avocados for market either through ownership, employment or membership in a legal entity which is actively and directly engaged in the handling of avocados.”
    • Nominees must complete and submit all required documents and maintain their qualifications throughout the term of their office.

    Qualifications for the producer positions are as follows:

    • Nominee shall certify they meet the definition of a producer/grower as defined by CAC: “engaged within this state in the business of producing, or causing to be produced, avocados for market.” It should be noted the definition does not include persons whose average annual production is less than 10,000 pounds of avocados in the three preceding market years.
    • Nominee shall certify they are not a handler or employee of a handler under the same entity that qualifies them as a producer.
    • Nominees can be nominated in only one district — those who produce avocados in more than one district must select one district for their nomination (in this case either District 1 or District 5).
    • Nominees must complete and submit all required documents and maintain their qualifications throughout the term of their office.

    All forms must be completed and submitted by February 7, 2025. Forms may be emailed to cac.iaf@avocado.org, faxed to 949.208.3503, or mailed to CAC, 12 Mauchly, Suite L, Irvine, CA, 92618-6305.

    The vacancies are scheduled to be filled by a majority vote of the Commission Board at a meeting on Thursday, February 20, 2025.

    For additional information, contact the Commission at 949.341.1955 or email cac.iaf@avocado.org.

  • New Appointments to US Highbush Blueberry Council

    Nine members and 10 alternate members have been appointed by U.S. Department of Agriculture (USDA) Secretary Tom Vilsack to serve on the U.S. Highbush Blueberry Council (USHBC). Eighteen appointees will serve a three-year term beginning from Jan. 1, 2025, through Dec. 31, 2027, and one alternate appointee will serve a one-year term ending Dec. 31, 2025.

    The council is composed of 21 members, including 12 growers (four regional representatives and eight representatives from the top eight highbush blueberry-producing states); four importers; four exporters; and one public member. In addition to each council member, an alternate member is also appointed. Council members and their alternates are appointed to three-year terms and can be reappointed for one additional three-year term.

    The blueberry industry is at a crossroads,” shared USHBC president Kasey Cronquist. “Our newly appointed council members are joining at a critical time to help ensure that our united efforts continue.”
    The newly appointed USHBC members are:
    • Western Region Member: Nathan Sakuma, Washington
    • Midwest Region Member: Katelyn Craig, Michigan
    • Northeast Region Member: Brandon J. Raso, New Jersey
    • Southern Region Member: Jody A. McPherson, North Carolina
    • Public Member: William O. Cline, North Carolina
    • Importer Member: Gonzalo de Elizalde, California
    • Exporter Member: Juan Pablo Vogt, Chile
    • Exporter Member: Daniel J. Bustamante, Peru
    • Exporter Member: Miguel Méndez, Mexico

    Newly appointed alternates are:
    • Western Region Alternate: Anne Krahmer-Steinkamp, Oregon
    • Midwest Region Alternate: Kara Lynn-Hartmann Laraway, Michigan
    • Northeast Alternate: Alec Arena, New Jersey
    • Southern Alternate: Dan J. Register, Georgia
    • Public Alternate: Patricio R. Munoz, Ph.D., Florida
    • Importer Alternate: Bonnie Lundblad, New Jersey
    • Exporter Alternate: Ruy Barbosa, Chile
    • Exporter Alternate: José Antonio Castro, Peru
    • Exporter Alternate: Raul Gonzalez Chavez, Mexico

     Alternate member appointed to fill vacancy, with a term ending Dec. 31, 2025:
    • Alternate Member: Brandon Wade, Georgia

    Since 1966, Congress has authorized industry-funded research and promotion boards like USHBC to provide a framework for agricultural industries to pool resources and combine efforts to develop new markets, strengthen existing markets and conduct important research and promotion activities. The Agricultural Marketing Service (AMS) provides oversight to 22 boards. The oversight ensures fiscal accountability, program integrity, and it’s paid for by industry assessments.

    To read USDA’s announcement of these appointments click here.
    About the U.S. Highbush Blueberry Council 

    The U.S. Highbush Blueberry Council (USHBC) is an agriculture research and promotion group that represents blueberry growers and packers in North and South America who market their blueberries in the United States and overseas, and supports the growth and well-being of the entire blueberry industry. The blueberry industry is committed to providing blueberries that are grown, harvested, packed and shipped in clean, safe environments. Learn more at blueberrycouncil.org.

  • Amanda Felder of Taylor Farms Among New Appointees to National Organic Standards Board

    The U.S. Department of Agriculture has announced the appointment of five new members to the National Organic Standards Board (NOSB). The NOSB is made up of 15 members from the organic sector. The new members announced today will serve five-year terms, from January 2025 through January 2030.

    “The National Organic Standards Board plays a key role in bringing together the organic community, and we are thrilled to welcome our five new members. They bring a wide diversity of experience and expertise; and will help guide the sector as it continues to grow.” said Under Secretary for Marketing and Regulatory Programs Jenny Lester Moffitt. “We also appreciate and extend our gratitude to the outgoing members of the board for their dedication and work on behalf of the entire organic community.”

    Please join us in welcoming to the Board:

    Kathryn DeschenesKathryn Deschenes (Colorado) is appointed to the Handler seat. She is the Director of Regulatory Affairs at Danone, which produces dairy, plant-based products, and infant food, including the Happy Family Organics brand. She holds both master’s and bachelor’s degrees in Food Science and Technology.

    Felder.AAmanda Felder (California) is appointed to the Handler seat. She is the Organic Integrity and Environmental Compliance Manager at Taylor Farms, a leading producer of organic salads, where she oversees the organic compliance of a network of farming, food processing and manufacturing operations. She holds a bachelor’s degree in Business Administration.

    Andrea HatziyannisAndrea Hatziyannis (Arizona) is appointed to the Retailer seat. She is the Category Strategy Manager for Sprouts Farmers Market, a supermarket chain that specializes in organic foods and fresh produce. She brings 20 years of industry experience in product development, retail, and research. She holds both master’s and bachelor’s degrees in Food Science.

    McCluskey2Cathleen McCluskey (Wisconsin) is appointed to the Environmental Protection and Resource Conservation seat. She is the Policy and Advocacy Director for Organic Seed Alliance, a national organization that conducts research and training with seed producers and develops policies for organic seed, food, and farming systems. She holds a Doctorate in Environment and Resources and a bachelor’s degree in Agricultural Systems Analysis.

    Corie Pierce Corie Pierce (Vermont) is appointed to the Farmer seat. She’s the owner and operator of Bread & Butter Farm, a 600- acre diversified organic vegetable and grass-fed beef and pork farm in Vermont. She also teaches organic farming at the University of Vermont. She holds a bachelor’s degree and a certificate in AgroEcology.


    About the NOSB

    The NOSB is a Federal Advisory Board established under the Organic Foods Production Act of 1990. The Board operates in accordance with the Federal Advisory Committee Act to assist in developing standards for substances used in organic production and to advise the Secretary on aspects of the National Organic Program.  Learn more about NOP and the Board on our website at www.ams.usda.gov/organic.

  • Unique Conditions in Modoc County Drive Organic Ag Adaptations

    Modoc County, home to 8,500 people and tucked in the remote northeastern corner of California, has been a leader in advancing organic agriculture through its significant ranching and agronomic crop production, namely of potatoes and hay.

    In fact, Modoc County is California’s number one county for organic beef cattle production (119,782 acres in 2022), and consistently in the top five counties for total harvested certified organic acres in the state, according to the most recent California Department of Food and Agriculture statistics.

    “Modoc County farmers and ranchers in many ways exemplify the values of organic agriculture, adapting and tailoring their operations to the contexts of the unique landscapes we live in,” said Laurie Wayne, University of California Cooperative Extension nutrition, community health and food systems advisor for Modoc, Siskiyou and Lassen counties.

    Laurie Wayne

    This past summer, Wayne and Rob Wilson – UCCE farm advisor and director of the Intermountain Research and Extension Center operated by UC Agriculture and Natural Resources – shared their insights with a visiting team from the UC Organic Agriculture Institute.

    Established in 2020 as an institute under UC ANR, OAI was created to develop research, extension and education support for certified, transitioning and aspiring organic farmers and ranchers across California. The OAI team has been visiting different regions to better understand the unique conditions of organic agriculture in those areas.

    “These tours are our chance to build relationships with local farmers, partner organizations and colleagues and see how organic agriculture has grown and developed in that specific region,” said Houston Wilson, OAI director. “We also get to learn directly from farmers and ranchers about how regional contexts and community goals influence organic agriculture in their area.”

    Modoc County’s geography, climate spur adaptive strategies

    Wayne, who previously operated a farm in Modoc County and also co-founded the Surprise Valley Saturday Farmer’s Market and Modoc Harvest Food Hub, was the perfect person to introduce the OAI team to local agricultural producers.

    “I hoped to show our visitors just a glimpse at the many lessons I’ve learned and inspiration I’ve gained from the agriculture community in Modoc,” Wayne said.

    A common theme across Modoc County is the use of innovative and place-based strategies to farm within diverse ecosystems. For example, extensive rotational grazing is well-suited to the region’s vast sage steppes, perennial grasslands and sagebrush ecosystems.

    333 Ranch – a third-generation ranch in Lake City owned and operated by Sophie Sheppard, Lynn Nardella, and their son, Jason Diven – raises rotationally grazed beef cattle and calves, hogs and Icelandic sheep and grows organically managed vegetables.

    One of several beaver dams can be seen in a creek at 333 Ranch, where high tensile fencing has been installed alongside the creek. Photo by Houston Wilson

    Half of 333 Ranch is under conservation easement to preserve natural resources and wildlife. Their land stewardship practices include working with the Savory Institute – a nonprofit that supports the health of grasslands and the livelihoods of people on those landscapes – on ecological grazing techniques. They also partner with the USDA Natural Resources Conservation Service to convert barbed wire fencing into high tensile fencing for riparian habitat restoration. Sheppard reported that one year after the fence conversion, the ranchers saw beavers building dams in their creek and nesting Greater Sandhill Cranes.

    Leah Larsen of Bidwell Canyon Farm in Fort Bidwell said she learned high tunnel production from Sheppard at 333 Ranch and others in the area. High tunnels allow farmers to extend their growing seasons to accommodate diverse crop rotations and opportunities for local food production.

    Larsen – who grows vegetables, fruit trees and berries on 1.5 acres (including in two high tunnels) – also raises milk goats and chickens, maintains grazing pasture and operates a farmstay rental. With 11 years of experience farming in Modoc’s high desert climate, Larsen offers mentorship to other growers in the region and shares information through channels such as the region’s high tunnel Facebook group.

    Canyon Creek Ranch in Alturas uses prescribed burns to manage invasive tree species in the sagebrush steppe. Richard (Dick) Mackey and his family operate 3,300 certified organic acres, with 350 head of cattle and 500 acres of hay, pasture and alfalfa. In addition to organic certification, Canyon Creek Ranch is also Ecological Outcome Verification (EOV)-certified; EOV is a program of the Savory Institute that gathers ecosystem data to verify that ranching practices are regenerating the land.

    Dick Mackey (middle) of Canyon Creek Ranch leads the OAI team on a tour of his property, and points out various conservation efforts, such as prescribed burns to manage invasive tree species. Photo by Houston Wilson

    Mackey, whose family has owned and operated the ranch since 1946, brought the OAI team to an area of their property that is managed with fire, demonstrating how their agroecological stewardship has improved the land and suppressed invasive species.

    “It was remarkable to see the difference ecological management such as prescribed burning and targeted grazing can make in promoting both healthy ecosystems and more productive organic agricultural systems,” said Krista Marshall, OAI policy and partnerships coordinator. “I feel incredibly grateful to have gotten the opportunity to learn from the innovative and thoughtful farmers and ranchers across Modoc County about how we can accomplish multiple goals in agroecosystems.”

    Another example of ecological and agricultural goals being met simultaneously can be found at Tule Lake, where rotations incorporate a wetland wildlife refuge and crop production. Rob Wilson noted that this “Walking Wetlands” program has benefited organic producers with good pest and disease control from the flooded years in the rotation.

    “The Walking Wetlands program is a great example of public and private land managers working together to meet land use objectives,” said Wilson, the UCCE farm advisor. “The program results in hundreds of acres of restored marshland habitat for migrating waterfowl each year, while providing organic potato and small grain growers with productive farmland largely devoid of soilborne pathogens and nematode pests.”

    Farm labor support, meat processing infrastructure investment needed in region

    All ranchers on the OAI tour commented on the lack of U.S. Department of Agriculture-accredited meat processors in the county. Ranchers explained that they must transport animals hundreds of miles to other counties or across state lines to access facilities.

    Jon and Kelsey Arreche of Cow Creek Meat, Inc. at Arreche Farms in Cedarville said that the year-long wait lists for processing complicates planning.

    Lambs and calves enjoy a snack at Cow Creek Meat, Inc. at Arreche Farms in Cedarville. Photo by Houston Wilson

    The Arreches manage 1,300 acres of pasture, alfalfa, wheat, barley and hay and raise 110 grass-fed and grass-fed/grain-finished beef cattle, as well as hogs, lamb and poultry. Cow Creek Meat was certified organic for 12 years and continues to farm organically despite not pursuing certification currently.

    Jon Arreche commented that prices for commodities like alfalfa are not stable but rather fluctuate between organic and non-organic markets, with some years offering a better premium than others. He said that they may pursue certification again in the future.

    “Greater investment in processing infrastructure and the need for organic market development are two concerns we heard consistently on the tour,” said Shriya Rangarajan, a postdoctoral researcher with OAI. “We have to ensure the long-term economic viability for these local ranchers.”

    The remoteness of Modoc County also has contributed to labor challenges for farmers and ranchers across the region. Some growers have pursued hosting farm apprenticeships or internships, through programs like World Wide Opportunities on Organic Farms (WWOOF) or through direct hire.

    Bidwell Canyon Farm has a farm internship program, which helps with labor on the farm and also contributes to mentoring and teaching the next generation of farmers. There was widespread interest in developing training programs, akin to Rogue Farm Corps in Oregon, to link beginning farmer apprentices with host mentor farmers.

    “Hands-on experience working on farms is the best way to inspire and train the next generation of farmers,” said Marshall. “Farmers in Modoc are already creating these types of apprenticeship programs on their farms, so network and capacity building to support these efforts would benefit the agricultural community.

    At Oz Garden, Kay Antunez de Mayolo (second from right) shows what’s growing to the OAI team of (from left) Lexie Wilson, Shriya Rangarajan and Laurie Wayne. Photo by Houston Wilson

    Markets often dictate whether organic certification is useful

    The number of certified organic farms and ranches in Modoc County declined from 34 in 2018 to 19 in 2022, according to CDFA statistics. The OAI visitors learned from growers in the region that markets often dictated if formal certification made business sense for their organically managed operations.

    Kay and Erik Antunez de Mayolo grow vegetables, herbs, berries and natural dye plants on a quarter-acre and heritage apples, peaches and other fruit trees on an additional three acres at Oz Garden in Eagleville. They manage their farm organically, but are not certified. Kay Antunez de Mayolo, who markets produce and value-added goods at the Surprise Valley Farmers Market in Cedarville and the Alturas Farmers Market, also contributes to the Modoc Harvest Food Hub.

    Most Modoc growers, certified or not, know their customers through direct sales and build trust around the integrity of their operations. Many farmers and ranchers ultimately don’t see the financial benefit of certification because of these direct relationships with their customers – especially given the certification cost and administrative effort required.

    While cost-share programs for organic certification fees exist (such as the USDA Organic Certification Cost Share Program), applying for and maintaining certification status takes valuable time – in addition to direct financial outlay.

    Modoc growers contribute to conserving plant diversity

    The lively local food and farming community in Modoc County also includes smaller-scale vegetable and fruit farms; the State Organic Program reported 1,281 organic vegetable acres in Modoc in 2023. Modoc fruit and vegetable growers are conserving heritage crops on farm and preserving unique plant varieties while producing food for the community.

    Known for its stark natural beauty, Modoc County also supports a variety of agricultural activities through the efforts of innovative farmers and ranchers. Photo by Houston Wilson

    At Oz Garden, the apple trees are over 125 years old. Through the Modoc Harvest Heritage Fruit Tree Project, Kay Antunez de Mayolo and others work to identify these cultivars through research and DNA fingerprinting at the UC Davis Genetics Lab. Oz Garden grows diverse plant varieties, including the “Old Fashioned Surprise Valley Tomato,” a locally adapted beefsteak variety stewarded by Modoc resident June Perry.

    Bidwell Canyon Farm introduced the OAI team to honeyberries, also known as Haskap berries, which look like an elongated blueberry but have a distinct honeyed flavor and produce well in Modoc County.

    “That bit of honeyberry was symbolic of the entire tour – a small but memorable taste of the richness and diversity of Modoc County organic agriculture,” Marshall said. “We are so grateful to Laurie and all the farmers and ranchers for taking the time to share their experiences and feedback with us.” — By Lexie Wilson, UC Organic Agriculture Institute

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

  • Key Shopper Behaviors Drive Growth of Watermelon Category

    The U.S. watermelon category has experienced strong growth over the last year, with households across the country making an estimated $2.7 billion in fresh watermelon purchases. According to a recent shopper segmentation study conducted by the National Watermelon Promotion Board (NWPB), an increase in annual watermelon purchases was driven by higher household penetration and spend within key shopper segments.

    The shopper segmentation study, which examined shopper behaviors and purchase trends based on consumer panel data, showed that over 3 million new U.S. households purchased watermelon in 2024 boosting U.S. household penetration to 72%. On average, shoppers made five watermelon purchase trips during the year, spending $5.83 per trip for an estimated annual household spend of $28.94.

    Based on their annual spend, watermelon buyers were divided into three segments: Light, Medium, and Heavy. The Heavy segment represented 25% of watermelon households, and accounted for 63% of total category purchase dollars in 2024. This segment contributed $97 million of the incremental purchases, highlighting their role as the primary drivers of category growth.

    The study identified several actionable opportunities for continued category growth:

    • Increase Shopping Frequency: Encouraging households to make one additional watermelon purchase trip per year could bring over $550 million into the watermelon category.
    • Expand Household Penetration: A 1% increase in household penetration, from 72% to 73%, could generate an additional $38 million in incremental sales.
    • Target Heavy Shoppers: Developing marketing strategies focused on engaging with the Heavy watermelon shopper segment could further boost spending and repeat purchases.
    The National Watermelon Promotion Board released a new Shopper Segmentation study, identifying key watermelon shopper segments.

    The findings from the shopper segmentation study provide a strategic roadmap for driving continued growth in the watermelon category. By leveraging these insights and targeting the heavy shopper segments, the industry can unlock opportunities for sustained category growth.

    These findings, combined with earlier consumer research, offer a comprehensive understanding of watermelon buyer demographics, characteristics, and purchasing behaviors. This enables retailers and producers to effectively target key consumer groups and maximize sales opportunities.

    Access the full study and learn how the National Watermelon Promotion Board is working to drive sales of fresh watermelon at https://www.watermelon.org/audiences/industry/research/retail-research/.

    About the National Watermelon Promotion Board

    The National Watermelon Promotion Board (NWPB), based in Winter Springs, Florida, was established in 1989 as an agricultural promotion group to promote watermelon in the United States and in various markets abroad. Funded through a self-mandated industry assessment paid by more than 700 watermelon producers, handlers and importers, NWPB mission is to increase consumer demand for watermelon through promotion, research and education programs.

    A serving of nutrient-dense watermelon provides an excellent source of Vitamin C (25% DV), a source of Vitamin B6 (8% DV), and a delicious way to stay hydrated (92% water), with only 80 calories per 2-cup serving. Watermelon consumption per capita in the United States was nearly 15.5 pounds in 2022. Watermelon consumption in the United States was nearly 5.2 billion pounds in 2022. The United States exported an additional 328 million pounds of watermelon. For additional information, visit www.watermelon.org.

  • New Marketing Assistance Now Available for Specialty Crop Producers

    The U.S. Department of Agriculture (USDA) Farm Service Agency’s (FSA) $2 billion Marketing Assistance for Specialty Crops (MASC) program, aimed at helping specialty crop producers expand markets and manage higher costs, is now accepting applications from Dec. 10, 2024 through Jan. 8, 2025. Funded by the Commodity Credit Corporation, MASC was announced in November alongside the $140 million Commodity Storage Assistance Program for facilities impacted by 2024 natural disasters.

    “Specialty crop growers have typically faced higher marketing and handling costs relative to non-specialty crop producers due to the perishability of fruits, (nuts), vegetables, floriculture, nursery crops and herbs,” said FSA Administrator Zach Ducheneaux. “Through this marketing assistance program, we can expand U.S. specialty crop consumption and markets by providing specialty crop producers the financial support needed to help them engage in activities that broaden and enhance strategies and opportunities for marketing their commodities.”

    MASC helps specialty crop producers meet higher marketing costs related to:

    • Perishability of specialty crops like fruits, vegetables, floriculture, nursey crops and herbs;
    • Specialized handling and transport equipment with temperature and humidity control;
    • Packaging to prevent damage;
    • Moving perishables to market quickly; and
    • Higher labor costs.

    MASC Eligibility

    To be eligible for MASC, a producer must be in business at the time of application, maintain an ownership share and share in the risk of producing a specialty crop that will be sold in calendar year 2025.

    MASC covers the following commercially marketed specialty crops:

    • Fruits (fresh, dried);
    • Vegetables (including dry edible beans and peas, mushrooms, and vegetable seed);
    • Tree nuts;
    • Nursery crops, Christmas trees, and floriculture;
    • Culinary and medicinal herbs and spices; and
    • Honey, hops, maple sap, tea, turfgrass and grass seed.

    Applying for MASC

    Eligible established specialty crop producers can apply for MASC benefits by completing the FSA-1140, Marketing Assistance for Specialty Crops (MASC) Program Application, and submitting the form to any FSA county office by Jan. 8, 2025. When applying, eligible specialty crop producers must certify their specialty crop sales for calendar year 2023 or 2024.

    New specialty crop producers are required to certify 2025 expected sales, submit an FSA-1141 application and provide certain documentation to support reported sales i.e., receipts, contracts, acreage reports, input receipts, etc. New producers are those who began producing specialty crops in 2023 or 2024 but did not have sales due to the immaturity of the crop, began producing specialty crops in 2024 but did not have a complete year of sales or will begin growing specialty crops in 2025.

    MASC applicants, established and new, must also submit the following information to FSA if not already on file at the time of application:

    • Form AD-2047, Customer Data Worksheet.
    • Form CCC-902, Farm Operating Plan for an individual or legal entity.
    • Form CCC-941, Average Adjusted Gross Income (AGI) Certification and Consent to Disclosure of Tax Information.  
    • Form FSA-942, Certification of Income from Farming, Ranching and Forestry Operations, if applicable, for the producer and members of entities.
    • A highly erodible land conservation (sometimes referred to as HELC) and wetland conservation certification (Form AD-1026 Highly Erodible Land Conservation (HELC) and Wetland Conservation (WC) Certification) for the ERP producer and applicable affiliates.
    • Other Documentation if requested by FSA to support reported specialty crop sales.

    Most producers, especially those who have previously participated in FSA programs, will likely have these required forms on file. However, those who are uncertain or want to confirm the status of their forms or producers who may be new to conducting business with FSA, can contact their local FSA county office.

    For MASC program participation, eligible specialty crop sales only include sales of commercially marketed raw specialty crops grown in the United States by the producer. The portion of sales derived from adding value to a specialty crop (such as sorting, processing, or packaging) is not included when determining eligible sales. Further explanation of what is considered by FSA for specialty crop sales as well as an online MASC decision tool and applicable program forms, are available on the MASC program webpage.

    MASC Payments

    For established specialty crop growers, those who certify crop sales in 2023 or 2024, FSA will calculate MASC payments based on the producer’s total specialty crop sales for the calendar year elected by the producer. Payments for new producers will be based on their expected 2025 calendar year sales. Payment calculation details and examples are available on the MASC webpage or related questions can be directed to local FSA county office staff.

    FSA will issue MASC payments after the end of the application period. If demand for MASC payments exceeds available funding, MASC payments may be prorated, and the payment limitation of $125,000 may be lowered.  If additional funding is available after MASC payments are issued, FSA may issue an additional payment.

    Specialty crop producers interested in applying for MASC benefits, are encouraged to review the program fact sheet for detailed information on program eligibility, required documentation, payment calculations and more.

    More Information

    Additional information on MASC is available in the Notice of Funding Availability, which went on public inspection in the Federal Register on Dec. 9, 2024.

    FSA helps America’s farmers, ranchers and forest landowners invest in, improve, protect and expand their agricultural operations through the delivery of agricultural programs for all Americans. FSA implements agricultural policy, administers credit and loan programs, and manages conservation, commodity, disaster recovery and marketing programs through a national network of state and county offices and locally elected county committees. For more information, visit fsa.usda.gov.