Challenge
As California entered the third year of a severe drought, the battle over water became a flashpoint in the state. The governor began considering mandatory water restrictions on municipal water users, farmers increased drilling and pumping of groundwater to maintain their crops and debates over appropriate levels of water flow to protect wildlife in the state’s rivers heated up. Having significantly increased the share of crop land dedicated to almonds, farmers of the nuts became embroiled in the state’s ongoing war over water usage. The fact that almonds were perceived as a “luxury” crop that was exported to foreign countries gave groups looking to increase the share of California water devoted to the state’s growing cities or endangered wildlife gave an easy target to blame for water shortages.
This battle came to the fore when Mother Jones published an article claiming that a single almond required a gallon of water to grow. The sensational nature of the article’s claims and easy to understand water usage comparison were quickly reshared across other news media and blog outlets. The Almond Board of California, a non-profit organization that administers a grower-enacted Federal Marketing Order under the supervision of the United States Department of Agriculture (USDA), needed to quickly respond to these charges that the almond farmers were irresponsible water users which threatened the almond’s healthy, environmentally-friendly image as well as almond farmer’s water rights.
Industry
Agriculture
Non-profit
Services
Crisis Communication
Message Development
Media Training
Media Relations
Key Result
91% of Californians support continued almond farming.
Approach
Roots PR worked with the Almond Board of California to quickly assess the veracity of the claims, develop counter messaging, secure necessary approvals from the USDA, train a group of almond farmers to brief media and conduct media outreach. In collaboration with the agricultural science team and environmental policy team, Roots PR determined that, while the Mother Jones’ claim was roughly accurate, it did not provide necessary context to understand the full water usage profile of almonds.
For example, while almond acreage in California had tripled over 20 years to become the second largest crop behind grapes, overall water usage by the agriculture industry had declined due to drip irrigation used in almond orchards replacing more water intensive flood irrigation methods used by other crops. In addition, the high price that almonds commanded in the market (the basis for its “luxury” crop reputation) meant that farmers were generating the state greater economic value for each gallon of water used leading to higher paying jobs and greater tax receipts. In addition, the article misplaced blame for water shortages on almond farmers rather than a multi-year drought that impacted all water users.
“…there’s a strong case that it makes great sense for almonds to remain central to the future of California agriculture.” – Slate
Armed with this information, Roots drafted talking points for media outreach; secured necessary approvals from the USDA; trained a group of almond farmers, county agriculture officers and water irrigation district employees to act as spokespeople; and booked phone interviews and orchard tours for key national and local media.
Results
As a result of Roots crisis response efforts, we were able to secure positive coverage from the Wall Street Journal, New York Times, Washington Post, Fox Business, Slate, LA Times and Fresno Bee and resulted in 91% of Californians supporting continued almond farming.
In addition, almonds remained an extremely popular source of nutritional value with consumption growing 5% in the year the crisis broke and an additional 15% the following year.
About the Almond Board of California
The Almond Board of California promotes natural, wholesome and quality almonds through leadership in strategic market development, innovative research, and accelerated adoption of industry best practices on behalf of the more than 7,600 almond farmers and processors in California, most of whom are multi-generational family operations. Established in 1950 and based in Modesto, California, the Almond Board of California is a non-profit organization that administers a grower-enacted Federal Marketing Order under the supervision of the United States Department of Agriculture (USDA).