For years, California citrus growers

Transcription

1 CPDPP outreach engages all Californians For years, California citrus growers have watched the devastation to citrus industries around the world at the hands of a tiny insect and the deadly disease it spreads, huanglongbing (HLB). While the discovery of the first Asian citrus pysllids in California rattled the nerves of growers, the same couldn t be said about urban dwellers with backyard citrus. California residents love their backyard citrus but simply didn t know about the threat presented by the Asian citrus psyllid, (ACP), and the deadly plant disease it brings with it. This realization taught us two important things: (1) the first line of defense against the psyllid and HLB would be fought in urban settings, and (2) we needed backyard citrus growers support in our fight to save California citrus. Thus, the campaign began Louise Fisher to create an environment of cooperation and support for combating ACP among homeowners in the Southern California region. Since the inception of the Citrus Pest & Disease Prevention Commit- tee in October 2009, the program (CP- DPP) has developed and implemented strategies aimed at educating Californians about the issue, encouraging residents to inspect their trees and report finds of the pest, and creating an air of openness and cooperation regarding California Department of Food and Agriculture (CDFA) treatment programs for the psyllid. These efforts are all designed to suppress the Asian citrus psyllid as much as possible to protect the state s citrus growing regions. When HLB was discovered in a Southern California residential lemon-pummelo tree in March 2012, the industry s extensive outreach switched into overdrive. An integrated plan was designed to hit audiences from all angles through traditional media relations, broadcast placements on television and radio stations, participation in community events, elected official outreach, and involvement with nurseries. CPDPP communications specialist Lynn Sanderson giving out bookmarks at the 2011 L.A. County Fair. 20 Citrograph July/August 2012 Crafting research-based messaging While efforts have recently been intensified, the industry has been planning for the Asian citrus psyllid and HLB since 2008, when communications research was done to test knowledge levels and perceptions among Californians related to the Asian citrus psyllid. The responses revealed that CA residents are strongly attached to their backyard citrus trees, and the concept of losing those trees was unacceptable. The research resulted in the development of messages to solicit the desired behavior, i.e. encourage people to join the fight against the pest and disease.

2 These messages are incorporated into all outreach materials, including fliers, presentations, news articles, public service announcements, and more. As the presence of the psyllid and disease fluctuates in California, so does the messaging. Adjustments to outreach materials are made constantly, so the messages reaching crucial audiences are up-to-date and will encourage the necessary steps to protect California citrus. Participating in community events To get the word out, CPDPP has participated in trade shows, home and garden shows, community events, farmers markets and similar venues, and provides presentations at service and garden clubs. We go where the people are and educate them on the dangers of the Asian citrus psyllid and HLB. We hand out fliers with photos to help homeowners recognize the pest, and we speak publicly about the issue. Through all of the outreach, the call to action is clear go home, inspect your trees and call the CDFA hotline if you think you ve found the psyllid. This hyper local outreach has allowed the program to penetrate key areas and engage in conversations with residents. Working with media in spreading the word Media has played a key role in CP- DPP outreach, allowing a mass audience to be reached through targeted outreach to these gatekeepers. Previous English- and Spanish-language media tours in which a combination of interviews with print reporters and television and radio interviews resulted in extensive reporting on the issue. CPDPP now has strong relationships with media who provide ongoing coverage. When HLB was discovered, CP- DPP swiftly organized an emergency media tour with the public relations agency Nuffer, Smith, Tucker (NST). Within a week, Ted Batkin, president of the Citrus Research Board, was whisked to newspapers and radio and television stations throughout Southern California to communicate the vigilance needed to stop the disease from spreading. The result was dozens of stories in California outreach timeline 2004 (CRB initiated requests for scientific research.) 2005 First ACP/HLB brochures developed by UCCE for growers Coordinated by a Statewide ACP/HLB Task Force, UCCE and others began developing print materials for the public CRB enlisted a public relations firm, Nuffer Smith Tucker (NST), to conduct public knowledge surveys and message testing. In cooperation with UCCE, new materials were developed to incorporate the findings CPDPC was created through legislation CPDPP Outreach Subcommittee was formed to oversee all manner of outreach related to ACP and HLB. Printed materials emphasize key messages. A QR code links to the CaliforniaCitrusThreat website. July/August 2012 Citrograph 21

3 key news outlets covering the discovery of HLB and offering tips for how homeowners can play their part in protecting California citrus. NST is currently planning two more media tours. Broadcast support To further reach California residents through the media, placements on television and radio stations have been secured through public service announcements (PSAs), pre-packaged news stories sent to radio outlets, and sponsored traffic spots. These information-rich pieces are aired often by targeted media, resulting in millions of California residents hearing our messages about inspecting their citrus trees for signs of the pest and disease and cooperating with agriculture officials on necessary treatments. To date, our radio and TV PSAs alone have generated more than 72 million impressions. Reaching an online audience through social media In 2008, websites in English and Spanish were created to communicate the complex issue to California residents and arm them with the necessary tools to protect their citrus. This online presence has continued to grow and is a gateway to relevant news, recent findings of the psyllid and HLB, and step-by-step instructions for how to save their citrus. There are downloadable resources in nearly a dozen languages as well as links to the CPDPP Facebook page, Twitter, YouTube videos, and the USDA Save Our Citrus smartphone app which Tom Shea conducts a seminar on ACP/HLB at the California Grown Show presented by the California Association of Nurseries and Garden Centers (CANGC). A research associate with UC Cooperative Extension in Riverside County, Shea assists in the CPDPP outreach program, working with gardening-related groups. All CPDPP outreach pushes residents to visit www. CaliforniaCitrusThreat. com for more information and photos to help them identify the pest and disease. There are downloadable resources in nearly a dozen languages as well as links to the CPDPP Facebook page, Twitter, YouTube videos, and the USDA-APHIS Save Our Citrus smartphone app which enables users to report signs of the Asian citrus psyllid and HLB directly to the USDA. Banners designed for display along highways have also been put to good use in other locations, including this wall near the entrance at the Imperial Valley Expo/California Mid-Winter Fair & Fiesta in March Citrograph July/August 2012 Mark Olson, government relations specialist for the CPDPP outreach program, announcing the first HLB find in California at the Southern California Association of Governments annual conference in April More than 50 local elected officials from throughout the region listened to his presentation along with 300 conference attendees.

4 enables users to report signs of the Asian citrus psyllid and HLB directly to USDA-Animal & Plant Health Inspection Service (USDA-APHIS). Tapping into elected officials CPDPP also reaches out to city governments and local elected officials throughout Southern California through city council meetings, oneon-one briefings, and other communication efforts. Residents look to their local officials as valuable sources of information, and we make sure these officials are informed about the Asian citrus psyllid and how constituents can protect their citrus. Our efforts have helped us get placement in local newspapers, have our public service announcements run on local television stations, and have even resulted in Asian citrus psyllid information being included in citywide mailings like water bills. The relationships we ve built with elected officials also help with cooperation of CDFA treatment efforts and ensure residents are well educated on the importance of suppressing the Asian citrus psyllid through proper inspection and treatment. Commissioners offices, UC Master Gardeners, the Ventura County ACP/ HLB Task Force, and the California Department of Pesticide Regulation to create a cooperative environment on all levels and ensure our messages are reaching the right people. Nursery outreach and treatment promotion CPDPP is beginning work with nurseries, including the California TOGETHER WE GROW Trust is a commodity that s earned over time. As part of the Farm Credit System we ve been here since 1916, lending money to farmers, ranchers, growers and co-operatives all aspects of agribusiness. And we re still growing strong, offering financial services that make sense for you and customer service that is second to none. Visit to learn more. Association of Nurseries and Garden Centers (CANGC) and the California Citrus Nursery Board (CCNB), on programs aimed at educating nursery staff about the Asian citrus psyllid and arming them with information to educate consumers. Providing support for training sessions and presentations, and making collateral materials available, are some of the ways CPDPP is working with nurseries. In addition, CPDPP is in dis- Cohesive efforts While the CPDPP campaign is multifaceted, our efforts are strengthened by cooperation with other industry organizations as well as government entities. California Citrus Mutual (CCM) leads the charge for outreach to elected officials in Sacramento and Washington, D.C. UC Cooperative Extension (UCCE) has been instrumental in developing print materials. The CDFA implements tactics aimed at homeowners, mainly in areas where treatments are occurring. These efforts include notifications sent directly to homeowners as well as public open houses. USDA- APHIS is also implementing outreach efforts via its Save Our Citrus campaign that includes public service announcements, interactive efforts and more. All parties communicate regularly via a joint information committee (JIC) to ensure consistency in messaging and to maximize all parties resources. Additionally, CPDPP has worked closely with various Farm Bureau offices, County Agricultural July/August 2012 Citrograph 23

5 cussion with manufacturers of home treatments for the Asian citrus psyllid to leverage their marketing efforts to support the suppression of the Asian citrus psyllid and HLB. End results CPDPP outreach efforts are paying off. The CDFA hotline for reporting Asian citrus psyllid finds has seen a steady increase in calls, and California homeowners have been eager to do their part in protecting citrus by inspecting their trees and cooperating with CDFA treatments. CPDPP will continue to work diligently to educate California residents on the Asian citrus psyllid and huanglongbing and to equip them with the information they need to take action and help protect our state s vibrant citrus culture. Do you have feedback on CPDPP outreach efforts related to the Asian citrus psyllid? If so, we want to hear from you. Take our survey at Louise Fisher is Director of Communications & Finance for the Citrus Research Board (CRB), coordinator of outreach for the CPDPP, and managing editor for Citrograph. She coordinates the ACP Joint Information Center (JIC) and is a member of the HLB JIC. Like California Citrus Threat on Facebook. Facebook.com/CaliforniaCitrusThreat on Twitter. Twitter.com/CitrusThreat 24 Citrograph July/August 2012 THE ANSWER For the serious history buffs: 150 years ago, in 1862, President Abraham Lincoln signed into law three very important pieces of legislation that would have a profound and lasting impact on American agriculture. Do you know what they were? (Do You Know, page 5.) An act to establish a Department of Agriculture set forth the USDA s basic mission to acquire and diffuse among the people of the United States useful information on subjects connected with agriculture in the most general and comprehensive sense of the word. The Homestead Act stimulated Western agriculture by offering qualified individuals 160 acres of public land for settlement and cultivation. The Morrill Land Grant College Act provided public lands in U.S. states and territories for the establishment of colleges specializing in agricultural research and instruction. Among the schools created was the University of California.