Agriculture Reference
In-Depth Information
USEPA
Scientists
UCCE Farm Advisors
CAFF
(growers
organization)
ABC
(commodity
organization)
Growers
PCAs
DPR
Processors
Figure 6.4
The almond PMA network.
other commodity board. This required the ABC to assume new roles
with new responsibilities.
According to Looker, the Farm Advisors were crucial to the success of
the almond PMA:
To me, they are the heart of the PMA and what makes it happen. They are on
the ground, they know the growers, they know their local area, and without
them, there is no PMA. The Almond Board couldn't go in on its own and make
this thing happen. . . . They have a relationship already, they are seen as objec-
tive and impartial. All the UC guys I know are very well respected by their
grower community. That relationship, that bond of trust is already there.
At the same time, the three Farm Advisors found the PMA useful
because, according to Looker, it enabled them to mail materials to all
5,000 almond growers in the state, to do applied problem solving with
growers, to receive positive press coverage of that, to contact growers
they would not otherwise reach, and to stimulate positive feedback from
the industry to their UC supervisors.
The almond PMA has appealed to Farm Advisors in part because the
ABC stepped in to assume some of the activities conducted by UCCE
prior to its budget cuts. The almond PMA made Farm Advisors' work
more efficient while destabilizing neither their position as experts, nor
their relationship with growers. At the same time, the ABC was able to
develop stronger ties with its growers than ever before. The ABC worked
with the Almond Hullers and Processors Association to persuade indi-
