Dear Tomato Grower Readers:

The 2005 crop results. Now that 2005 is thankfully behind us and the majority of 2006 contracts are priced it's a good opportunity to highlight our goals for 2006.

Goal 1: Improve Statewide Grower Communication

• Northern growers became unified by discussing costs, yield histories, and return objectives

• There is a strong desire to take this dialogue to other regions to address not only cost, but also benchmark best management practices

• The goal of broader communication is more unified pricing across the state in addition to improved production efficiencies

2006 is an opportunity for growers to unify around common goals

Goal 2: Promotion - It's Tme for Growers to Lead

• No one will argue that processed tomatoes don't have a compelling nutritional story, but we need a focused industry strategy

• CTGA will the 1st step by beginning a process which will define:

1. Key success drives...how to optimize the potential for success, based on input from both the tomato industry and others

2. Steps required...scientific, communication and consumer research to optimize message

3. Options for communicating...direct to consumers, through influencers

4. Define cost and organization requirements

• CTGA has already contracted Rodger Wasson to lead this effort

2006 is an opportunity to engage the entire industry in a promotional effort

Goal 3: Environmental - Growers Need to be Proactive

• Environmentalists will pursue their agenda via several fronts
  - Protected Harvest is only the beginning
  - Growers will need to actively defend the use chemicals

• Water Boards
  - Growers well being is not top consideration
  - Processors ability to manage waste water imperiled
  - Non-point runoff will come under greater scrutiny

• Urban Groups
  - Potential to cut "low cost" water allocations
  - Little support for conventional agriculture

• Growers need to engage their critics; manage dialogue before its managed for them
  - UC Sustainable  Tomato Workbook is first step
  - Industry needs to defend its activities through facts which requires measurement and record keeping

2006 is an opportunity to lead the environmental discussion

The CTGA has turned the corner. Our membership has grown from 32% to 45% and our financial house is in order. It's now time to tackle issues that will have a major impact on the processed tomato industry for the foreseeable future.

All the best for 2006.

| Tomato Bulletins | Press Releases | Editorials |