Serving the California September 2010 Rice Industry Vol. 13, Number 1

Social media helps convey California rice information

etting information to target Information is now continually sent audiences in a swift and effec- out, highlighting the positive contri- Gtive manner involves using butions made by the California rice the latest technology available. The industry to the state’s economy, envi- California Rice Commission has joined ronment, culture and cuisine. the growing number of businesses uti- The CRC social media pages have lizing social media sites to outreach our enjoyed steady growth, with more target audiences. than 400 fans and followers regularly Following industry approval, the CRC receiving this information. This list in July set up Twitter and Facebook includes more than 170 members of pages, which can be accessed via our the Legislature, Congress and media. home page at www.calrice.org. This Further analysis shows the list of follows the family rice farmer blogs, CRC followers includes more than 40 which began earlier this year and have members of the California Senate and enjoyed continual and steady growth. Assembly, prominent news directors, The CRC blog currently receives about several reporters from major publica- 4,000 readers a month, and we are tions and the Associated Press and continuing to expand the number of The CRC website in total receives several of the most popular television contributors. Video reports, known as about two million hits a year from news anchors in Sacramento. vlogs, are also included. about 40,000 unique visitors. Continued on page 5

Environmental value of rice delivered to California Legislature

he CRC recently met with could be expected to be similar. more than 60 state legisla- Heads nodded and we heard a lot of tors and members of the T “I never knew” from staff and legislators. administration and provided them a The environmental report had its biggest copy of a just released environmental impact on urban legislators, many of research paper completed by Ducks who heard for the first time the inti- Unlimited. The conclusions in the mate link between ricelands and the study were stark – if rice acres were Pacific Flyway. reduced by 50 percent for any reason, we could expect the loss of 1.2 mil- Continued on page 3 lion ducks. Impacts on other species

STRATEGIC PLAN PAGE 2 • ELECTION RESULTS PAGE 4 • BIRD CARVING PA G E 6 CRC refines strategic plan Department of Pesticide Regulation and programs tours California rice fields ollowing six months work by he CRC provided an Following the farm tour, the committee members and the industry overview to the group visited the Rice Experiment board of directors, the CRC has TDepartment of Pesticide Station for presentations by Kent F Regulation (DPR) staff working McKenzie and the CRC, with valu- refocused its strategic plan on regula- tory intervention and public education. in the regulatory areas of pesticide able support from Cass Mutters, Eliminated were domestic promotions enforcement, environmental fate and Chris Greer, Luis Espino, Bruce and some international promotion pesticide registration. In addition to Linquist, Jim Eckert and Jim Hill. learning about cultural practices and programs. The personal connections made water management, tour participants during the tour will be valuable as “This is a reflection of increased focus met with key members from the DPR moves forward in developing on two key elements. What we do best University of California Cooperative a rice water model. and what is most important to the Extension and UC Davis rice team. industry,” said CEO Tim Johnson. In addition to realigning activities, the board agreed to present growers an opportunity in early 2011 to decide how best to manage compliance with the Irrigated Lands Program. Currently, the CRC is the only com- mission or trade association that man- ages this water quality program directly on behalf of its members. The cost of monitoring, reporting and the fees paid are all covered in the current assess- Walt Trevethan and Cass Mutters describe rice cultural practices and the ment paid by growers and handlers. limitations facing rice growers using the currently registered pesticides. Producers of all other crops participate in watershed groups and pay additional fees ranging from $1 to $2 per acre. The Irrigated Lands Program is being increasing fees. Expectations are for foodservice programs and supported expanded to include groundwater, the costs to at least double in the next our international promotions activities. in addition to surface water, and the several years. She and our outstanding administrative assistant, Diana Ciorega, provided great legislature has eliminated its portion of We want to thank Laura Murphy support for the industry and helped the funding for the program, thereby who for eight years headed up our contribute to our success.

2 Conditional Rice Straw Burn Rice Leadership Program Update Development s part of the Conditional gram left open the details of what the Program Rice Straw Burning Program, future protocol would require. Applications Sacramento Valley Agricultural A To best address this issue, the CRC Available Commissioners are required to gener- suggested hosting a meeting to enable ally assess the prevailing levels of quali- Sacramento Valley Agricultural pplications for the Rice Leadership fying rice diseases (stem rot, aggregate Commissioners to consult with ADevelopment Program are due sheathspot, blast) once every five years University of California, Davis, October 2, 2010. Those interested in to certify there are adequate disease Extension Rice Farm Advisors about applying need to submit a completed levels to justify 25 percent burning. their general observations of the application form accompanied by This is the first year that this new pro- prevalence of qualifying rice diseases. two letters of recommendation. Apply cess will take place. online, or download the application The Basinwide Council accepted this and recommendation forms from the After the adoption of the program by approach. following website: www.usarice. the Sacramento Valley Basinwide Air Each of the Rice Farm Advisors com/leadership_program. Pollution Control Council in 2001, expressed that they were unaware of there were four consecutive years of The John Deere Company, Syngenta any evidence that would lead them to intensive inspections - the first two Crop Protection, Inc. and RiceTec conclude that the prevailing levels of years by trained growers and pest Hybrid Seed provide funding for the rice diseases have decreased over the control advisors and the next two by Rice Leadership Development Program past five years. In fact, they believe agricultural commissioners. The find- through grants to the Rice Foundation. that levels are probably higher. They ings from these inspections proved that The USA Rice Federation develops and provided several facts in the course of manages the program on behalf of the there was sufficient disease to support the meeting to support their position. Rice Foundation. 25 percent burning in all counties. As a result, all of the Sacramento Valley For more information about the Rice Therefore, the program was amended Agricultural Commissioners were satis- Leadership Development Program, or to to eliminate the need for annual sam- fied with the consultative process and receive brochures and forms, pling but requires Sacramento Valley did not feel that additional sampling please contact Chuck Wilson at Agricultural Commissioners, com- was necessary. Therefore, all counties 870/673-7541, cwilson@usarice. mencing this year, to “generally assess” may use this 2010 consultation to com, or the CRC’s Roberta Firoved at the levels of disease every five years to qualify all rice fields for the 25 percent 916/387-2264, [email protected]. confirm that no significant reductions burning through 2015. in those levels have occurred. The pro- Legislature

Continued from cover The meetings followed a set of similar discussions with legislators last year, months prior to the package of water bills moved through the Capitol. “Our purpose is to get into offices and talk about the issues that matter to them and to do it in a way that makes a connection to what our growers do on their farms,” noted CRC President Tim Johnson. “Often that is best done outside the timeline of a bill moving through the Capitol. This is really foundational education.” Assemblywoman Alyson Huber visits with CRC President & CEO Tim Johnson.

3 Rice and conservation partnership CRC and CWA highlighted work to head off damaging changes large advertisement with broad reach is among to grain standards A the latest outreach in a continual effort to promote the he USDA is proposing changes strong environmental efforts of to the Uniform Grain and Rice California rice farmers. TStorage Agreement (UGRSA) that, “Preserving California’s Wild if implemented, would put growers and Side” appeared as a full-page, handlers at increased risk from reduced full-color advertisement in the services. To combat this proposal, Sacramento Bee edition on May the CRC and California Warehouse 26. An electronic ad with a Association (CWA) are working link back to the CRC website together to inform USDA of the severe also ran for two weeks in June, impact on the industry. bringing the total audience The USDA announced in June that reached to more than 750,000 it intended to make changes in the people. UGRSA that would significantly This advertisement centered on reduce the financial and insurance the strong relationship between requirements for warehouses holding the California rice industry and rice under loan. In addition, they more than a dozen conserva- proposed eliminating USDA inventory tion groups in preserving the inspections and eliminating the record- 230 wildlife species that live in keeping requirements. California ricelands. After learning of the proposal, we As a new fiscal year begins, we engaged Russell and Barron and plan to launch additional pro- the USA Rice Federation to weigh in motions stressing the unparal- and make sure the changes were not leled habitat provided by family implemented until industry members had rice farmers in this state. an opportunity to comment. The CWA engaged the National Feed Grain Association and together we have sent GROWER ELECTION RESULTS COMPLETED joint letters requesting that inspections continue, financial requirements be Congratulations to the growers elected to the 2010/11 CRC Board of maintained, bonding levels increased Directors. Listed below are tabulated election results by district, based on and record-keeping maintained. votes compiled by the California Department of Food and Agriculture. “If these changes go into effect, the risk to the industry goes way up District 1 District 2 District 3 District 4 District 5 whether you are a grower or handler,” (Butte) (Colusa) (Glenn, Tehama) (Yuba, Sutter) (Sac, Placer, Yolo, SJV) Member commented CRC Chairman Mark Alternate Member Member No open Sean Doherty Kimmelshue. seats Jim Campbell Ronald M.Withrow Robert Van Dyke Ronald D. Phelps Alternate Walter P. Trevethan FSA has committed to making no Mike DeWit David Schmidt Alternate changes until the industry is consulted. Alternate Vacant seat Bert Manuel We expect a response to our letter and Vacant seat Chris Capaul the second round of discussions in the Vacant seat Vacant seat Vacant seat next month.

4 Acclaimed artist will capture California ricelands on canvas he captivating Sacramento Valley rice fields will Tbe the next project for Melissa Chandon, the celebrated artist selected to help promote the California rice industry. Chandon has been commissioned by the CRC for a painting that will debut at the 2011 Legislative Day reception in Sacramento next March. She becomes the latest in a distin- guished list of artists who have par- ticipated, including Gregory Kondos, Joseph Bellacera, Gil Amavisca, Richard Satava and last year’s artist Merle Axelrad Serlin. As with prior years, the new artwork will be displayed in the State Capitol will be chronicled through social media about rice production, the low water as a reminder of the importance and stories, including blogs and videos. usage due to new varieties of rice plants and how the rice fields provide natural beauty of California ricelands. It will The Yolo County resident is a self- habitat for many species of wildlife.” also be reproduced as a label on the described abstract realist painter and wooden rice boxes often seen in many says the artists who influenced her the This art project will be part of the offices of the Legislature. Her work most include Wayne Thiebaud and industries social media outreach, Edward Hopper. including blogs and videos that will be available on the CRC website at www. Chandon will base her work on infor- calrice.org. mation obtained during a tour of sev- eral farm sites in the Sacramento Valley Chandon says she hopes the painting last month. Her painting will feature will help broaden the understanding of a rice field in Live Oak with the Sutter the value of rice in California. Buttes as the backdrop. “I feel this is a great project as an artist, “My field excursion was so informative in that hopefully I will be able to com- for me,” Chandon commented. “It was municate some of this knowledge to beneficial not only from the standpoint others – who might not know about Artist Melissa Chandon visits with rice farmer of an artist seeing the beauty, but what the rice growers are contributing Keith Davis at his farm near Marysville. informative in the knowledge I gained environmentally,” she said.

Social Media Continued from cover The CRC is also working with the California Agricultural Communications Coalition on the Know a California Farmer website, which debuted this month at www.knowacaliforniafarmer. com. The site features photos, blogs and videos of California family rice farmers, including messages of impor- Growers are encouraged to participate CRC Communications Manager Jim tance to this industry. in this worthy effort and can contact Morris for more information.

5 Skilled carvers pay tribute to California rice wildlife

iewing some of the 230 wildlife species in California ricelands can be a thrilling experience, a Vsubject that makes a perfect medium for artwork. The best renditions from expert wildlife carvers were enjoyed by the thousands in attendance at the 40th annual Pacific Flyway Decoy Association Wildlife Art show in Sacramento in July. For the seventh consecutive year,

the California Rice Commission was a sponsor, helping ensure that wildlife and waterfowl habitat provided by Sacramento Valley ricelands remains a central focus. Artist Jim Burcio of Antioch fashioned the winning entries in both CRC-sponsored categories, for his lifelike carvings of a Green Heron and Wilson’s Snipe. “I have a particular interest in shorebirds and waders,” Burcio said. “I carved ducks for the first 20 years of my carving career but now spend more time on other birds.” The artist said he appreciates a chance at continuing a long and spectacular legacy. “The unique thing about bird carving is in one sense you are carrying on an American heritage that started with the hand carved decoy, and in another sense you are connecting our wonderful Northern California bird population with art and the outdoor experience,” Burcio said. The winning carvings are retained by the CRC and utilized to help convey the industries environmental messages.

The prestigious judging panel of the wildlife art.

6 Conservation groups and rice growers test alternative management practices to aid shorebirds

Submitted by Audubon California tices that may further enhance the hab- birds, were recorded during 10 winter and PRBO Conservation Science itat value of rice fields for waterbirds. surveys. Preliminary results indicate that the rice fields with boards left in he Sacramento Valley is a The MBCP is an innovative collabora- supported more shorebirds on average critically important wintering tion between Audubon California, than did the other rice fields. This and migratory stopover area The Nature Conservancy, and PRBO T result suggests that the practice may for millions of waterbirds moving Conservation Science to pursue a be a low-cost means of creating more through the Pacific Flyway. Central shared ten-year vision to protect, shorebird habitat in the Sacramento to this region’s importance are the restore and enhance priority conserva- Valley. However, these differences more than 350,000 acres of winter tion areas in California important were weather dependent and occurred flooded rice farms, which make to migratory birds, including the primarily following the heavy rains up more than 80% of the flooded Sacramento Valley. Last winter, the in January. January rainfall was well habitat available to waterbirds in the MBCP conducted the first year of a above average and the effectiveness of Sacramento Valley. Of the many two-year study examining the effective- this practice in normal rainfall years waterbirds that migrate through and ness of replacing boards in rice boxes of remains to be determined. By repeating winter in the Sacramento Valley, non-flooded rice fields post-harvest to this study next winter the MBCP will shorebirds are among the most create shallow-water shorebird habitat. gain a better understanding of the numerous but require water depths They recorded water depths and utility of this management practice in that are shallower than what is typical shorebird numbers in non-flooded rice providing shorebird habitat. of many winter flooded rice fields. fields with boards replaced and non- Recognizing the importance of winter flooded rice fields with boards left out The CRC helped facilitate this flooded rice fields as waterbird hab- between November 2009 and March research at Montna Farms, Conaway itat, the Migratory Bird Conservation 2010 on five rice farms in Yolo, Sutter Preservation Group, Sutter Basin Partnership (MBCP) is working with and Colusa Counties. A total of 19 Corporation, Bransford Farms and the CRC and individual rice growers waterbird species, including four shore- Davis Home Ranch. to test alternative management prac-

7 CALIFORNIA Presorted RICE COMMISSION Standard U.S. Postage Phone 916/387-2264 • Fax 916/387-2265 PAID Sacramento, CA E-mail [email protected] Permit No. 1704 www.calrice.org 8801 Folsom Blvd., Suite 172 Sacramento, CA 95826-3249

Executive Committee: Mark Kimmelshue, Chairman Charley Mathews, Vice Chairman Michael Sandrock, Secretary Frank Rehermann, Treasurer Don Bransford • Sean Doherty Don Traynham • John Valpey

CRC Staff: Tim Johnson, President & CEO Paul Buttner, Environmental Affairs Manager Julie Cader, Finance & Administration Manager Roberta Firoved, Industry Affairs Manager Jim Morris, Communications Manager Jessica Welch, Executive Assistant

This newsletter is printed with 75% recycled and reused paper.

Grower participation needed for accurate statistical reports armers are encouraged to participate in surveys conducted by federal analysts, to determine the FCalifornia rice acreage and production. The U.S. Department of Agriculture National Agricultural Statistics Service (USDA-NASS) has long gathered data from growers and used it to formulate production and acreage estimates. Concerns were expressed early this year about the accuracy of the acreage estimate for this year’s rice crop. Farmers and National coverage for California rice handlers are encouraged to fill out and promptly return surveys that are part of this effort, to help gauge the most ideographer Pat Kuske shoots footage of Bill Warnock and accurate information. Vrice field draining at Montna Farms for an upcoming History The USDA-NASS will be surveying growers each month Channel episode of the show “Modern Marvels,” covering through the fall and will provide additional updates on innovations in the rice industry. Shooting for this project will estimated production. The final production report for this continue at farm and mill locations this fall. season’s crop will be released in January.

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