Industry News

Message from CRC Wildlife Programs Manager

Message from CRC Wildlife Programs Manager

Below is a message of appreciation from California Rice Commission Wildlife Programs Manager, Luke Matthews, as he begins a new chapter. His replacement has already been hired. Read more on her background below:

“Over the past 4 years, I have really enjoyed working for the California Rice Commission and I have been honored to serve as the Commission’s first wildlife biologist. In that role, I have truly learned so much, built countless relationships and I got to do exciting and relevant conservation work. In late 2022, I accepted a new position at the California Department of Fish and Wildlife (CDFW) and as of this week, I will officially be moving over to CDFW. My new position will be focused on creating breeding habitat for local waterfowl and pheasant populations. This move has been very bittersweet for me; however, I am excited about my new position and responsibilities as I continue to work on private land conservation efforts in the Sacramento Valley and throughout the State. 

I am also happy to announce that the Commission has already hired a replacement to continue working on wildlife and other conservation issues for the rice industry. Kristin Sesser will be starting as the Commission Wildlife Program Manager in mid-March. Kristin is coming to the Commission from Point Blue Conservation Science, and she is a highly qualified avian biologist with a deep knowledge of waterbirds, wildlife conservation and rice agriculture within the Sacramento Valley. 

I am excited to see the rice industry continue to play a pivotal role in supporting habitat for waterfowl, shorebirds, fish, snakes and much more!”

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The Next Big Thing – The Rice Footprint

When we meet with legislators and regulators we talk about the Pacific Flyway, salmon and the hundreds of species of wildlife that use rice. We also focus on the rural communities in the Sacramento Valley that are so closely tied to our industry. Everyone gets it. They understand that our rice fields are so much more than the sushi rice they produce.

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Targeted digital advertising – launches January 2024

Targeted digital advertising – launches January 2024

In January 2024 the CRC plans to launch a new endeavor — targeted digital advertising. Below is a message from Steve Lerch with Story Arc Consulting, who has utilized his background at Google and working with other ag commodities to build our unique ad strategy, develop targeted campaigns aimed at decision makers, legislators, environmentally-minded Californians and rice lovers by tracking engagement in real-time. 

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