Agriculture Today - August 2009
Fresno County Farm Bureau salutes journalism excellence
Media and Partners' Appreciation Night held July 30
Almost 300 people were on-hand at the 36th Annual Media and Partner’s Appreciation Night, held July 30 at P-R Farms in Clovis. This year, FCFB Business Support Members were invited to the annual recognition event.
FCFB partnered with the Community Food Bank, requesting attendees to bring a food donation to the event. In addition, FCFB members donated a wide array of fresh produce, some of which was provided to the media and business partner guests with the rest donated to the Food Bank. The donations included nuts and dried fruits, Southeast Asian vegetables, onions, garlic, white and yellow flesh peaches, nectarines, pluots, grapes, watermelons, cantaloupes, honeydews, bell peppers, sweet corn, oranges, fresh prunes and others. The Food Bank needs about four million pounds of food per month to meet the needs of hungry families and individuals. For every $1 donated, the Food Bank can purchase $8 worth of food to distribute.
Awards Program
In addition, FCFB announced the recipients of its 15th Annual Journalism Awards that recognize excellence in agriculture reporting. The winning entries are:
2009 FCFB Journalism Awards winners
Print Media—General Media
First place:
Chris Collins, Fresno Bee,
“West side stories of loss,” March 24, 2009
-- a compelling report about the human impacts in the community of Mendota, as it comes to grips with high unemployment and suffering businesses resulting from water losses and idled farmland.
Runner-up:
Rebecca Pelvin, Vida en el Valle, “Three residents, three stories on how water has affected them,” April 15, 2009 -- a report about three people’s reasons to participate in the California March for Water, looking at how a farmer, a farm worker and business owner have been impacted by the lack of water and jobs on the west side of Fresno County.
Print Media—Farm Trade Media
First place:
Patrick Cavanaugh, Vegetables West, “Sano Farms – tomato manager juggles many challenges,” Sept/Oct 2008 -- a comprehensive account of the challenges facing a tomato producer on Fresno County’s west side, from frost to sugar beet leafhopper pressure and from water restrictions to increased production costs.
Runner-up:
Megan Pierce, Dairy Herd Management, “Recognize the signs of stress and possible depression,” May 2009
-- a detailed report about the human impacts from the economic crisis in the dairy industry, offering resources to help dairy producers and their families cope with the emotional stress.
Television Media
First place:
David Ibarra, reporter; Jose E. Munoz, photo editor; KFTV-TV 21 Univision, “No water, no life,” March 2009 -- a comprehensive three-part series that reports on the economic and human consequences from reduced water supplies on the west side, focusing on impacts in Firebaugh, Mendota and Huron, as well as examining the environmental problems in the Sacramento-San Joaquin Delta.
Runner-up:
Ashley Ritchie, reporter; Ryan Brooks, photographer; KMPH/FOX 26, “Water debate coverage and controversial comment follow-up,” Feb. 5 and 6, 2009 -- coverage of a debate on California water policies and the aftermath of a derogatory comment by a local environmental advocate aimed at farm workers.
Honorable Mention:
Norma Yuriar, Cody Gless, Kristine Flores and Justin Chandra, production team, KMPH/FOX 26, March 2009
-- a two-part report covering the California March for Water from different perspectives, including educational background on the biology of the Delta Smelt and its habitat.
Radio
First place:
Sasha Khohka, KQED Public Radio/The California Report, “Ag Water Technology,” June 9, 2009 -- an in-depth interview with two farmers about the latest trends in irrigation management and new technology they use to help save water on the farm.
Runner-up:
Blake Taylor, KMJ AM 580 and Fm 105.9, “Poachers,” June 10, 2009
-- a report about the increasing problem of poaching in California and efforts by the California Department of Fish and Game to prevent it.
Photojournalism Media
First place:
Ed Boling, Reedley Exponent, “Blossom Trail coverage,” Feb. 12, 2009 -- Coverage of the opening ceremonies of the 2009 Blossom Trail, complete with video and photographs of deciduous fruit trees blooming throughout the east side of Fresno County.
Runner-up:
Justin Willis, KSEE-24 News, “World Ag Expo,” Feb. 10, 2009 -- A pictorial overview of the many agricultural innovations and cutting-edge farm equipment on display at the World Ag Expo in Tulare.
Almost 30 entries were received from local publications, radio and television stations. The criteria for the awards are: awareness of agriculture’s importance in the Valley; use of visuals to tell the story, where applicable; thorough and objective coverage of the issue, given time and space limitations; educational element for farmers/producers (Ag Print category) and for the consumer (General Media); and portraying the “human side” of the industry, making the issues relevant to consumers and/or producers. News articles or stories published or broadcasted from July 1, 2008 to June 30, 2009 were eligible.
Serving as judges were: Dan Errotabere, FCFB president; Brian Pacheco, FCFB first vice president; Chris Valadez, director of regulatory affairs, California Grape and Tree Fruit League; Denise Junqueiro, co-president California Women for Agriculture, Central Valley Chapter and marketing coordinator, California Tree Fruit Agreement; Dennis Pollock, retired business reporter and agricultural journalist; and Mike Henry, assistant executive director, California Farm Water Coalition.
This year, San Joaquin Valley agriculture has been in the forefront of many news stories. So many of the issues have and will continue to affect all Valley residents, whether it’s declining commodity prices in the dairy industry to the water situation on the west side, just to name a few. We are grateful our local media provided the agricultural perspective and included the human impacts as part of their coverage of the issues,” said Errotabere.
In addition to the networking opportunities offered at Media Night, several agricultural industry experts were available for media interviews and sources for reporters and editors. Participating in the media availability were Errotabere; Fresno Irrigation District General Manager and Food Bank Director Gary Serrato; local groundwater and water consultant Sarge Green; dairy producers Donny Rollin, Brain Pacheco, Steve Nash, Fred Machado and Kathi Woodward; FCFB Labor and Rural Health and Safety Chair Earl Hall; State Comp’s Joe Zavala, Paul Williams and Roy Burke; and tree fruit industry representatives Barry Bedwell, Bill Hammerstrom and Pat Ricchiuti.
New food distribution program debuts at Media Appreciation Night
The Nutrition on Wheels (NOW), one of Community Food Bank’s newest forms of food distribution education, was on display at the FCFB’s Media and Partner Appreciation Night at P-R Farms.
Making one of its first public appearances, the NOW mobile commercial kitchen provided an opportunity for Media Night attendees to sample a nutritious and delicious fresh fruit smoothie while learning about the importance of incorporating more produce into the diet.
According to Dana Wilkie, President/CEO of the Food Bank, NOW combines food distribution to low-income families along with nutrition education. This unique mobile commercial kitchen provides food demonstrations and shows food distribution recipients the healthiest and most nutritious ways to cook the different foods that Community Food Bank distributes.
The goal of this new program is to promote healthy lifestyles for children and families by providing them with the ingredients and skills necessary to incorporate proper nutrition into their everyday lives, said Wilkie.
The Food Bank has a number of partners spanning through Fresno, Madera, and Kings counties, many of which are congregate feeding sites, food pantries and other community based organizations. NOW will collaborate with these sites to offer nutrition education and cooking demonstrations, and then distribute meal boxes, fresh produce, and nutrition education materials, such as healthy recipes, food guide pyramid information and food stamp information, said Wilkie.
For additional information about the program, contact Natalie Caples, nutrition education coordinator at (559) 237-3663 ext. 104 or ncaples@communityfoodbank.net.