Final Report for FW05-026
Project Information
The Capay Valley, northwest of Davis, is distinguished by abundant biological diversity, rich soils, and the flow of Cache Creek, contributing to a viable agricultural economy. More than 200 farms and ranches in western Yolo County harvest products consumed by tens of thousands of Californians. Yet most of those products, once they
enter the food distribution chains, lose their identity, leaving them to compete in an unstable global marketplace.
At the same time, a casino in the Capay Valley draws visitors from the San Francisco Bay Area, adding pressure for land development. The attendant rising land prices and shifting land uses, along with depressed commodity prices, constrain opportunities for new and current farmers and threaten to destabilize agriculture. Capay Valley agriculture could benefit from a local agriculture products branding
program that includes sustainability goals.
Introduction
See Summary
- Establish standards for the “Capay Valley Grown” label, including sustainability goals that balance the values and expectations of producers and consumers
- Implement the “Capay Valley Grown” marketing plan
Cooperators
Research
Producers were invited to become a Capay Valley Grown Partner to strengthen the Capay Valley Vision Agriculture Task Force and its efforts to maintain and strengthen farming and ranching opportunities
in the region. For a $100 annual fee, partners could market their products under the Capay Valley Grown program and receive various
marketing materials.
Local businesses were engaged with invitations to become business partners with the Capay Valley Grown brand. Membership was offered
at $200 a year. Among benefits, members were linked to the Capay Valley Grown website, received the newsletter, and were given a
color sign for displaying on the premises.
The Agricultural and Environment Task Force scheduled regular meetings that included discussions on a variety of marketing opportunities,
events, and venues in the Capay Valley.
A field day was planned for April 2, 2006, with an agenda that included farm visits and discussions on direct marketing.
Marketing materials featuring the Capay Valley Grown branding logo were developed and printed, including a brochure, farm signs, newsletter, grower card, and point-of purchase material.
The project team convened dialogue with partner producers that resulted in the development of agreed-upon standards for addressing product
quality, committing to stewardship and health, and sustaining the economic viability of local farms and ranches.
The campaign has helped to reinforce the established identity that captures the region’s unique products, environments, and rural communities.
Research Outcomes
Education and Outreach
Participation Summary:
- Created and published five issues of Capay Valley Harvest, a quarterly insert in local newspapers featuring local farmers’
contact information and products. Between 2,000 and 4,000 copies
of each issue were distributed.
- Enhanced the Capay Valley Grown website: www.CapayValleyGrown.com, which provides farm biographies (including contact information, crop lists, and where to get farm products) and a calendar of agriculture-related events in the region.
Education and Outreach Outcomes
Potential Contributions
See accomplishments
Future Recommendations
None provided