The commercial debuted on TV in 1986.
The “actors” were a
group of plaid-shirted farmers standing waist deep in almonds, flanking one
grower wearing a white chef’s hat and apron and holding a can of the almonds in
his left hand. Their catchy message: “A Can A Week, That’s All We Ask.”
Blue Diamond growers pitch almonds. - Blue Diamond photo |
The folksy television spot by growers cooperative Blue
Diamond Almonds went on to become one of the most successful and memorable
advertising slogans in the world. Who could have imagined that nearly three
decades later the California almond industry would grow into an economic and
agricultural powerhouse – a $6 billion a year industry. Next to dairy, almonds today
rank as the state’s No. 2 farm commodity and California’s largest export crop.
President Reagan participated in Hands Across America. |
For
trivia buffs, Ronald Reagan occupied the White House, gasoline cost 89 cents a
gallon, 7 million people joined Hands Across America, “Out of Africa” won the
Oscar as best movie and Halley ’s Comet soared past Earth in 1986. That year, California
growers produced 217 million pounds of almonds on 367,000 acres.
Since then, almond
acreage has steadily increased annually. This year, bearing acreage is forecast
to reach 890,000 acres with production coming in at 1.85 billion pounds – 8
percent below the 2 billion pounds produced in 2013.
“It’s shaping up to be another good marketing year for the
almond business,” almond marketer J. Carlos Arrellano told San Joaquin Valley growers
recently. “Prices will remain where they are today. They are a dollar a pound above
last year’s prices. We’re definitely seeing record prices.”
The price rise, he said, is due to a combination of factors,
including heavy demand overseas and lower
production caused by the drought and pollination problems. Production is
predicted to slip 1 percent from 2014 despite an increase in bearing acreage,
according to the USDA National Agricultural Statistics Service in California.
The drought is likely to impact almond yields this season. |
“The drought is going to impact the market in how
everything is sold, depending on yields,” said Arrellano of Merced County’s Hilltop
Ranch Inc., one of the largest privately owned almond processors. In
particular, growers on the Valley’s Westside and as far south as Kern County could
be hit with lower yields because of tight water supplies.
“Consumers already have seen price increases. It’s one of
the reasons why we’re seeing lower shipment numbers for this year.” The strong
U.S. dollar can affect consumer sales in Europe as well.
Arrellano said
bearing acreage is likely to continue rising as trees planted the past few
years start becoming productive.
Almonds are California's No. 1 export crop. |
“We have been seeing
more plantings in the past couple of years. It does take four years before they
come into production. We won’t see that increase in supply right away."
However, the two-decade long climb in almond acreage could start
to level off in the coming years, especially if record high land prices keep
rising and water supplies keep shrinking.
“The key thing is the drought. If you don’t have water is going to be
difficult to plant.”
Field Day Alert: Cotton growers can learn valuable insights
about insects and water and weed management during a mid-season Cotton Field
Day on Tuesday, June 16 from 10 a.m. to 12:30 p.m. at the D&V McCurdy Farm,
Highway 33 in Firebaugh. Speakers are Dr. Pete Goodell of UC Statewide IPM, Dan
Munk of UCCE Fresno County, Kurt Humbree of UCCE Fresno County and Bob
Hutmacher of the Westside Research and Extension Center. For more information,
contact Marcia Gibbs of the San Joaquin Sustainable Farming Project at (530)
370-5325. See you there.
No comments:
Post a Comment