Industry News

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. 

Tiktok has more than 1 billion users, who on average, spend more than 14 hours on the app every month. Over 500 hours of videos get uploaded to YouTube every minute. FaceBook has nearly 3 billion users. That’s roughly equivalent to the population of China, India, and the United States — combined. And in the 30 seconds it took you to read this paragraph, Google processed 3,000,000 searches.

Our society searches, shares, shops, learns, reads, watches, and interacts more and more through screens every year. This universal truth also applies to California legislators making decisions based on agriculture, economics, and the environment.

In 2024, the California Rice Commission will more aggressively integrate digital platforms and modern technologies into our communications strategies. Meeting our consumers and stakeholders on the platforms they trust and intercepting attention wherever it’s being given. Launching a digital-first communications strategy further allows us to maximize impact and minimize waste by setting the highest possible standards for audience targeting and measurement. In other words, showing the right ads, to the right people (and only those people), at the right time, and knowing exactly how those people react.

As our new digital strategy will be more flexible than ever, and offer more data and insights than ever before, we look forward to sharing our successes and any replicable strategies throughout the California rice industry.

For more information, contact the CRC’s Communications Manager Katie Cahill at kcahill@calrice.org or (916) 612-8899.

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California Adopts New Zero-emission Forklift Regulation

California Adopts New Zero-emission Forklift Regulation

For several years, CRC worked in partnership with a few other agricultural groups to intensively focus on California’s Zero-emission Forklift (ZEF) Regulation. In the Summer of 2024, the California Air Resources Board (CARB) formally adopted the regulation after multiple years of work by our coalition resulting in solid regulatory relief for CRC members and all of California agriculture.  

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California Warehouse Association – Foreign Materials Prevention

California Warehouse Association – Foreign Materials Prevention

The California Warehouse Association (CWA) has shared the following informational letter and best practices flyer:

As the new harvest season approaches, we hope this letter finds you well. This letter is a friendly reminder about the importance of maintaining the highest standards in keeping foreign materials out of trucks and bins. 

Our collective efforts to ensure purity and quality of the rice we handle are crucial not only for the success of our individual operations, but also for upholding the reputation of the entire California rice industry. Contaminants and foreign materials can compromise the quality of our product, lead to costly issues down the line, and impact our relationships with customers and partners. 

Here are a few best practices to keep in mind: 

1. Regular Inspections: Implement routine checks to ensure that all trucks and bins are clean and free from any residual materials before loading. A thorough inspection can help prevent cross-contamination. 

2. Training and Awareness: Ensure that all staff involved in the handling and transportation of rice are well-trained on procedures for maintaining cleanliness and avoiding contamination. 

3. Clear Protocols: Maintain clear and effective protocols for addressing any issues that arise, and make sure these protocols are communicated and followed consistently. 

4. Maintenance: Regularly maintain and clean all equipment and facilities used in the handling and storage of rice to prevent contamination. 

Our shared commitment to these practices will not only help us maintain the high standards of our product but also contribute to a smoother and more efficient harvest season. We ask that you share these reminders with your growers and farm bins. A one-page flyer is included with this letter that can be easily distributed. The flyer can be downloaded here

Thank you for your attention to this important matter, and for your ongoing dedication to the quality of California’s rice industry. 

If you have any questions or need further assistance, please don’t hesitate to reach out. Wishing you a successful and bountiful harvest season!

Drew Becker 
CWA President

For more information please contact the California Warehouse Association at (916) 441-1149 or email brooke@agamsi.com.