Educating Farmers and Consumers About the Culture and Benefits of Jujubes, A Traditional Fruit Crop

Project Overview

FW24-018
Project Type: Farmer/Rancher
Funds awarded in 2024: $25,000.00
Projected End Date: 01/30/2026
Grant Recipient: Rock Front Ranch
Region: Western
State: California
Principal Investigator:
Alisha Taff
Email
Rock Front Ranch

Information Products

Rock Front Ranch Jujubes Marketing Production (Conference/Presentation Material)

Commodities

  • Fruits: jujubes

Practices

  • Crop Production: drought tolerance
  • Education and Training: farmer to farmer
  • Farm Business Management: budgets/cost and returns, e-commerce, farm-to-restaurant, marketing management
  • Natural Resources/Environment: biodiversity
  • Production Systems: organic agriculture
  • Soil Management: soil quality/health
  • Sustainable Communities: community development, ethnic differences/cultural and demographic change, leadership development, quality of life, social capital, social networks, sustainability measures, values-based supply chains

    Summary:

    [caption id="attachment_1238426" align="alignnone" width="300"]Frequent e-mails helped increase orders. Attractive e-mail posts kept customers excited about our jujubes.[/caption]

    The research question that RFR answered is: "Will increased education of the public regarding the health benefits of jujubes result in increased sales and profit?"

    Customers participated  on social media  in discussions on whether their purchases of jujubes have increased as they learn more about the health benefits of the fruit. Jujube nutrient information was provided to inform the discussion. The discussion results are informing RFR's marketing efforts.

    The project is significant for the growth of the jujube industry in California. In a normal rainfall year in the Cuyama Valley, no irrigation is needed and fertilization requirements of jujubes are very low. This drought tolerance is especially important in this area which has been identified as "critically overdrafted" by the Department of Water Resources (DWR). This means more water has been pumped out of the ground than is replenished by rainfall, stream flows, and other sources. According to the DWR report, in an evaluation of the period from 1989 to 2009, the Cuyama Valley is in "a basin subject to critical overdraft when continuation of present water management practices would probably result in significant adverse overdraft-related environmental, social or economic impacts." https://cuyamabasin.org/gw-sustainability

    Jujube trees contribute to sustainable agriculture in part because of their ability to prevent erosion. In turn, the land surrounding the trees becomes an excellent habitat for wildflowers that contribute to RFR's other crop, honey, which increases our crop diversification.

    Dissemination of information to producers has been occurring at the California Rare Fruit Growers Conference, organic conferences, social media, our e-newsletter, and in classes taught by Alisha Taff at Allan Hancock College.

    This outreach is increasing the number of farmers who grow and market jujubes, as well as increasing the farmers' interest in sustainable agriculture.

    RFR posted information and 2 posters on social media and on our website regarding marketing jujubes and in sustainable agriculture. Feedback from farmers indicates that they either have an interest in trying or are trying to increase their sustainable agriculture practices since seeing the information we posted on our website and/or social media

    [caption id="attachment_1362080" align="alignnone" width="300"]An example of an RFR email encouraging jujube-eating. Sales of jujubes increased when RFR posted this graphic on our website and sent it as an e-mail to customers.[/caption]

    . The farmers report that they are beginning to notice an improvement in their soil from those practices.

    Outreach to customers via telephone elicited the information that at least 3 customers ordered jujubes in response to our posted health information. All 3 of those customers reported that their sleep is improved since they added jujubes to their daily diets. Customers reported falling asleep more quickly, and their previous struggles with insomnia have disappeared.

    Thanks to Western SARE for funding this project!

    Project objectives:

    Rock Front Ranch produces certified organic ripe, fresh jujubes.
    Perfectly ripe fresh jujubes picked
    and ready for distribution.
    Bees and jujubes cooperate at Rock Front Ranch.
    At RFR, our bees feast on the pollen and nectar from our jujubes crop.
    Alisha Taff's classes are popular at local AHC college.
    Alisha and farmers await their turn to speak at Allan Hancock College.

    RESEARCH: Marketing Research

    We determined that of disseminating health information about jujubes to store buyers and the general public increased sales. Handouts were created, online discussions have been conducted, and results are being published on social media platforms as well as in our e-newsletter. Success is being measured by increase in sales.

    EDUCATION:

    Classes have been taught at Allan Hancock College to socially disadvantaged students seeking to learn about income-producing crops. Presentations and classes are now offered to farmers who are interested in growing and marketing jujubes. The curriculum  includes history of this traditional crop, best varieties for the Central California region, care of jujube trees, food safety compliance, and pre- and post-harvest best practices for timely harvesting, drying, storage and record-keeping.

    Any opinions, findings, conclusions, or recommendations expressed in this publication are those of the author(s) and should not be construed to represent any official USDA or U.S. Government determination or policy.