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 or (916) 612-8899.

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CRC Referendum Ballots Out

CRC Referendum Ballots Out

By now you should have received your ballot from CDFA to vote in the 5-Year CRC referendum. This vote is required every five years to continue the activities of the commission. In the event a majority of both growers and handlers vote to discontinue, the commission will wrap up operations the end of this marketing year.