One year ago, as talk of California’s drought increased, the almond industry faced questions from the media concerning its use of water.
Today, with help from Almond Board of California’s (ABC’s) proactive public relations efforts, those questions have been answered by an industry committed to a sustainable future.
On June 9, the Public Relations Society of America presented a Silver Anvil to ABC for demonstrating that growers’ responsible water management began long before the height of the drought.
The Silver Anvil symbolizes the forging of public opinion and is awarded annually to organizations that have successfully addressed contemporary issues with exemplary professional skill, creativity and resourcefulness. It specifically recognizes complete public relations programs that incorporate sound research, planning, execution and evaluation.
Shifting conversation surrounding the industry’s water usage represents much more than one year’s efforts, however.
The California Almond Sustainability Program (CASP)1 uses grower-submitted information to demonstrate the sustainability of the industry to buyers, regulators, consumers and media. For example, CASP data indicates that more than 80% of growers use demand-based irrigation rather than scheduled irrigation,2 and information such as this allows ABC to clearly show sustainable almond practices. These types of data points were extremely influential in shifting the conversation around almonds and water efficiency.
1. Sustainable almond farming utilizes production practices that are economically viable and are based upon scientific research, common sense and a respect for the environment, neighbors and employees. The result is a plentiful, nutritious and safe food product.
2. California Almond Sustainability Program, January 2014.
