The number of media articles questioning almonds’ water efficiency has greatly decreased since the spikes of April through August of last year. This change didn’t happen by accident. Yes, the election year and El Niño took a share of media focus, but it’s the Almond Board of California (ABC) proactive public relations work that has helped change the story about growing almonds.
In short, the story has changed from “The California Almond industry is making the drought worse” to “The California Almond community is progressive in its approach to minimizing its water use and overall environmental impact.”
How did it happen? Through a steady drumbeat of positive media activities humanizing the almond community, rapidly correcting misinformation, and consistently sharing industry stats from the California Almond Sustainability1 Program (CASP).
Data on almond growers’ irrigation practices compiled from the 2014 Almond Sustainability Report were key to shaping the almond industry’s response to misinformation about almond water use.
“CASP data helped us — when we were rebutting misconceptions in the media about water use in almonds — to be able to say with statistical certainty, for instance, that 83% of growers review weather, soil moisture and/or tree demand to determine irrigation strategies rather than watering on a predetermined schedule,” explained ABC’s Gabriele Ludwig.
Collective data from CASP has helped the ABC respond with facts about how almond growers use water in their orchards. A number of production practices have helped almond growers over the last two decades improve their water use efficiency by more than one-third for every pound of almonds grown today.2
CASP has helped to improve and amplify the favorability and reputation of almonds, but there’s a need for much more participation.
A three-part series of sustainability workshops are being held throughout the almond-growing region. In March, Series 1 covered irrigation and nutrient budgeting, and the May series covers weed identification and management. Stay tuned for dates and locations for the third and final series on managing dust at harvest and renewable energy. Assessments can also be completed online at SustainableAlmondGrowing.org.
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. University of California, 2010. Food and Agriculture Organization of the United Nations, 2012. Almond Board of California, 1990-94, 2000-14.
