The California Cattle Council recently launched a statewide media campaign to promote the industry’s multiple economic, environmental and sustainability benefits.
Featuring local ranchers and dairy farmers, the TV and radio spots will air in several key markets across the state including Sacramento, Fresno, Monterey/Salinas, Chico/Redding, Santa Barbara/Santa Maria, the Imperial Valley and the Bay Area/Sonoma. Several of the ads are in Spanish. All will also be featured in social media as well, including YouTube.
“California’s ranchers and dairy farmers are generating billions in economic activity in California while leading the fight against climate change, helping reduce wildfires, protecting endangered species and making record investments to reduce water use,” said Council Executive Director Jason Oldfield. “This campaign is designed to highlight these actions and underscore the value of the ranching and dairy communities to our state.”
Among the 30-second ads:
•“Way of Life” highlights the 300-450 cow Deniz farm in Petaluma, athird-generation dairy. The ad focuses on the dairy’s contribution to the community, land preservation and animal welfare.
•“Taking Care” was filmed at the Koopmann Ranch in Sunol, featuring fifth-generation farmer Clayton Koopman. The spot features sustainability and land stewardship, citing the hundreds of acres set aside to protect wildlife species and efforts to combat wildfires.
•“Farmers Market” features several of Sonoma businesses and residents including Anchadinha Cheese Company of Petaluma co-owner Donna Pacheco, Straus Family Creamery of Petaluma farmers market assistant Elena (Ellie) Whiteley, and Petaluma City School ag teacher/California Agriculture Teachers Association President Kim Arntz.
•“Starts” focuses on dairy farmers that are utilizing food waste for feed, methane digesters and other techniques to combat climate change. It features Galt dairy farmer Peter Van Warmerdam, whose farms milk 3,800 cows in three different Central Valley dairies.
•“My Family” focuses on job creation and providing healthy food in Imperial Valley. It was filmed at the Mesquite Feedlot in Brawley with Juan and Jose Salazar. A Spanish-language version of this ad is also being released.
The ads will run through the summer and fall throughout the state. Radio versions also will be aired in select markets. The ads are the latest in the effort by the Council to raise the awareness of the contribution of California ranches and dairies. Previous ads highlighted sustainability, drought, and “farm to school” benefits to local communities.— California Cattle Council
