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IRRIGATION MYTH BUSTERS. Identifying Game Changing Facts & Building the Case. Mike Wade California Farm Water Coalition. Public Relations in Agriculture. “If a young man tells his date how handsome, smart and successful he is – that’s advertising . - PowerPoint PPT Presentation

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IRRIGATION MYTH BUSTERS

IRRIGATION MYTH BUSTERSIdentifying Game Changing Facts & Building the CaseMike WadeCalifornia Farm Water Coalition

Public Relations in AgricultureIf a young man tells his date how handsome, smart and successful he is thats advertising. If the young man tells his date shes intelligent, looks lovely, and is a great conversationalist, thats marketing.If someone else tells the young woman how handsome, smart and successful her date is thats PR. S. H. Simmons

California Water Overview2/3 water in the north2/3 of the population is in the southAbout 1% of the population has a direct connection to agricultureSan Joaquin farmers waste water, study says

Agriculture uses 85% of the states waterCrops grown are surplus cropsFarmers are causing surface and groundwater pollutionWater projects destroy the environment and deliver water to a few greedy farmers who waste it because it is cheapWhat Does the Audience Believe?If the public thinks you have a problem, you have a problem. - Samra Bufkinss

All content can affect public opinionNews storiesOpinion piecesOnline commentsAdvertising

Exploiting Californias DroughtPreparing Ready-to-Use FactsIt takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently. Warren Buffet

Use Documented SourcesUniversity StudiesGovernment ReportsPublic Opinion Surveys

Getting Out in Front and Delivering the MessageIf you don't tell your story, someone else will. Unknown

Tell the publicTell the mediaTell electedrepresentativesTell your members

Daily Communication News LinePress ReleasesCredible speakersMember CommunicationSocial Media 17,000 +FacebookTwitterInstagramPinterest

Ally DevelopmentMedia ToursFood Blogger ToursLegislator ToursAssessmentNobody counts the number of ads you run; they just remember the impression you make. Bill Bernbach, advertising pioneer and founder of Doyle Dane Bernbach

What have you accomplished?Increased news coverageIncreased web site trafficIncrease in positive storiesChanging public opinionIncreased water supply and reliability

Perseverance is not a long race; it is many short races one after the other. Walter Elliott

Questions18

www.farmwater.orgwww.farmwater.org/inz

Economic Impact Estimates

Assumptions$1,437 cash receipts for every acre-foot of applied water 1437(2014 adjusted for inflation from 2005 dollars)Dan Sumner, Ag Issues center, UC Davis

3.1 acre-feet per acre of consumptive use (depletion, B160-09) 3.124.66 maf spread over 8 million acresBulletin 160-09, CIT 2011 Report

Economic impact multiplier 1.1 (CIT) added to ag cash value 1.1Center for Irrigation Technology, CSU Fresno, 2011

Jobs per 1,000 acre-feet 12Total agriculture = 12 jobs per 1,000 acre-feet of waterEconomic Productivity of California Water, Pacific Institute, 2004

ExampleAcres AF Production Multiplier Economic PotentialIdled Required Value Value Impact Job Loss

800000 2480000 3.564E+09 3.92E+09 7.48E+09 29760

Billion $ $3.56 $3.92 $7.48

!JJJ)MORE)JJJ)Use)Restrictions!

We!support!the!Governors!decision!to!request!voluntary!water!use!reductions.!That!leaves!decisions!with!locally!elected!water!officials!who!know!their!customers!and!the!water!supply!they!have!to!work!with.!!

)Additional)Information)

Biological!Opinion!Impacts!!2012>2013!815,000!acre>feet!of!water!went!to!the!ocean!in!December!and!January!with!no!measurable!environmental!benefit.!!

!That!was!enough!water!to!produce!crops!on!200,000!acres,!which!could!have!grown:!10!million!tons!of!tomatoes;!!or!200!million!boxes!of!lettuce!(3.2!billion!heads);!!or!20!million!tons!of!grapes;!or!210!million!cartons!of!melons!

!Fallowed)acreage)

2009!!269,000!2014!!800,000!acres,!survey!as!of!March!14,!2014!

!At#$1,437#in#crop#revenue#per#acre4foot#of#applied#water#(Inflation#adjusted#2009#dollars,#Ag#Issues#Center,#UC#Davis)#and#a#modest#3.1#af/ac,#that#would#equate#to#lost#agricultural#production#of#$3.56#billion#and#$7.48#billion#in#total#lost#economic#activity#for#the#state.#!Crop)Losses)

2009!>!$368!million!2014!>!$3.56!billion!(Estimated)!

!Job)Losses)

2009!!7,434!2014!!15,000!!20,000!(Estimated)!!

Economic)Impacts)2009!!$796!million!(Richard!Howitt/Jeffrey!Michael>2010)!2014!!$7.48!billion!(Estimated)!

!Water)Use)Efficiency)Investments)

From!2003!through!2013!California!farmers!invested!almost!$3!billion!installing!upgraded!irrigation!systems!(drip,!micro!sprinklers,!high>efficiency!pumps)!on!almost!2.5!million!acres.!

)Increased)Crop)Production/Water)Use)Efficiency)

From!1967!to!2007:!Applied!water!in!agriculture!declined!14.5!percent!1967!>!31.2!maf!!2007!>!26.7!maf!

!Crop!production!per!acre>foot!increased!85.4!percent!1967!!1.15!tons/af!2007!!2.13!tons/af!!!!

California)Farm)Water)Coalition))(916))39165030))www.farmwater.org)

!California)Farm)Water)Coalition)2014)Drought)Facts)

Updated)March)14,)2014))

Contact:)Mike)Wade,)Executive)Director)Phone:)(916))718J7408)cell)Email:)mwade@farmwater.org)!

How)bad)is)this)drought?)Despite!a!very!wet!storm!in!early!February!Californias!precipitation!totals!for!the!year!are!very!close!to!a!previously!record!dry!year!in!1923>24.!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

How)is)it)impacting)agriculture?)Were!expecting!800,000!acres!or!more!of!productive!farmland!to!be!fallowed!this!year.!Thats!1,250!square!miles!or!about!the!combined!size!of!Los!Angeles,!San!Diego,!San!Jose,!Fresno!and!Bakersfield.!The!value!of!lost!crop!production!is!estimated!to!be!$3.56)billion.!

)How)will)it)impact)the)economy?)

Many!jobs!depend!on!agricultural!production!including!processing,!transportation,!wholesale,!retail!and!shipping!through!ports,!such!as!Los!Angeles,!Long!Beach!and!Oakland.!The!value!of!lost!statewide!economic!activity!tied!to!reduced!crop!production!is!estimated!to!reach!$7.48)billion.!!!

Which)crops)are)being)hit)the)hardest?)Crops!expected!to!see!reduced!production!include!iceberg!lettuce,!broccoli,!bell!peppers,!melons,!processing!tomatoes,!rice,!almonds!and!walnuts!(due!to!orchard!removal),!cotton!and!garlic,!among!others.!!!!!!!!!

What)is)it)doing)to)farmers?))Many!farmers!throughout!the!state!are!seeing!water!supply!cuts!from!10!percent!up!to!100!percent.!Many!are!facing!added!costs!to!pump!groundwater!to!keep!critical!permanent!crops!alive,!such!as!almonds,!grapes,!pistachios!and!citrus.!Unemployment!will!definitely!be!up.!In!communities!that!depend!largely!on!farming!for!their!economic!support,!we!can!expect!to!see!increases!to!40>50!percent,!similar!but!to!a!much!greater!extent!than!the!impacts!in!previous!water>short!years,!such!as!2009.!!

Prices)to)consumers?)Retail!prices!to!consumers!for!California!produce!remain!relatively!flat!because!harvest!in!the!San!Joaquin!Valley!is!still!just!around!the!corner.!We!will!know!what!shortages!to!expect!and!how!consumer!prices!will!react!when!harvest!begins.!At!that!time!we!will!get!a!handle!on!the!amount!of!produce!that!wasnt!planted!due!to!water!shortages.!Existing!produce!supplies!are!coming!out!of!the!Yuma,!Imperial!and!Coachella!valleys,!which!have!not!suffered!from!the!extreme!water!shortages!that!exist!in!other!parts!of!the!state.!Some!market!watchers!have!predicted!a!10!percent!to!15!percent!increase!in!consumer!prices!this!spring!and!summer.!California!is!normally!the!source!for!about!half!of!the!nations!fresh!fruits!and!vegetables.!!

What)can)be)done)to)help?)Californias!Congressional!Delegation!has!been!working!on!legislation!to!alleviate!Californias!water!crisis.!The!House!has!passed!one!bill!to!address!this!crisis!and!the!Senate!has!introduced!another.!The!concepts!in!the!bills!are!very!different,!and!there!are!different!views!on!each!of!the!measures.!Farmers,!however,!are!in!complete!agreement!that!two!separate!bills!are!of!absolutely!no!value.!Whats!needed!is!a!single!bill!that!can!be!enacted!by!Congress!and!signed!into!law!by!the!President.!!

Contact: Mike Wade Release Immediate(916) 391-5030 office March 18, 2014(916) 718-7408 mobilemwade@farmwater.org

Estimate of unplanted acres jumps to 800,000;consumers expected to feel impacts

The California Farm Water Coalition has upgraded its estimate of acres farmers will leave idle this year to800,000 acres, up from 500,000, because of a lack of water. "Farmers are still waiting to the last minute to determine their planting schedules this year in hopes that thewater situation will improve," said Mike Wade, Coalition Executive Director. "But if dry conditionscontinue the number of unplanted acres will go up and as each day passes the prospects of returning to anormal water year evaporates." Wade made the announcement following a survey of Central Valley water districts, many of them receivingwater from the California State Water Project (SWP) or the federal Central Valley Project (CVP). "The negative impact to California's economy from lost farm production and associated business hasincreased almost 50 percent to $7.48 billion from early estimates in February," he added. "On-farmproduction losses are expected to double from $1.7 billion to an estimated $3.56 billion based on the newsurvey results. "There is simply little water available in the system," Wade explained. "Years of inaction by Californialeaders that could have included construction of increased storage