The Buy California Initiative

Grant Mgmt. Program
1220 N St, Suite A-400
Sacramento, CA 95814
(916) 657-3231
Fax, (916) 651-7899

High Sierra Resource and Development Council

Range livestock production provides both economic value and environmental benefits to the northern Sierra Nevada region. Traditionally, ranching families in northern Sierra Nevada have had few if any opportunities to market beef directly to consumers, primarily due to consolidation in the beef-processing sector.

The High Sierra Resource Conservation and Development Council used grant funds to conduct a feasibility study and develop a business plan for developing high-end direct marketing opportunities for the Sierra Nevada region's beef cattle producers. This project addressed these factors by creating opportunities for direct marketing a value-added product, which allows ranchers to retain a greater share of the consumer dollars, and assist ranchers in marketing premium ground beef to consumers through resorts, restaurants and outlets. High Sierra's project efforts resulted in a new producer controlled business, High Sierra Beef Inc. The project allowed ranching families and technical experts to come together to evaluate consumer and customer preference for beef products.

Delicato Family Vineyards

Napa based Delicato Family Vineyards currently distributes its wine in 24 countries. Delicato used grant funds to increase recognition of Delicato as a premium producer of California wine in the Canadian and United Kingdom markets. During the course of the grant project, Delicato Family Vineyards increased exposure and sales of Delicato Wines in Canada and the UK. In Quebec, Delicato Wines sales increased by 156% as of June 2004. In the UK, the advertising campaign gave Delicato the opportunity to build stronger relationships with key stores such as J. Sainsbury through in-store promotions and displays.

Southland Farmers' Market Association

Southland Farmers' Market Association successfully conducted innovative promotional projects that assisted certified farmers' markets and specialty crop growers in Los Angeles County. Examples of some of the projects include: The Santa Monica Certified Farmers' Market completed twenty-six television news segments that feature a California specialty crop grower being interviewed about their farm and products; The Santa Monica-Malibu Unified School District completed a 16 minute video and handbook designed to be a step-by-step guide to public schools interested in

starting a farmers' market salad bar program; The City of Redondo Beach Certified Farmers' Market organized promotional field trips to the farmers' market for 1,600 elementary students and 600 summer camp attendees; and the City of Carson Certified Farmers' Market conducted a "Health Nuts" program that sponsored presentations by farmers to elementary school assemblies.

Mariani Packing Company

As the largest independent fruit processor in the United States, Mariani is using its grant to promote its brand in Asia. Mariani Packing Company successfully launched four new "co-branded" retail product lines in conjunction with their overseas distributors; increased sales and brand awareness in WalMart and Costco overseas affiliates, and strengthened ties with existing distributors in the region. Examples of successes that resulted from the project include: Sales of California dried fruits to Asia increased by $3.6 million; sales of bulk prunes to China approached $1.4 million while Mariani's share of the total prune market in China stands at about 45-50%; and Mariani received a commitment from WalMart/China to launch a U.S./California dried fruit section dedicated exclusively to Mariani branded product scheduled for January 2005.

Sun-Maid Growers of California

Kingsburg based Sun-Maid Growers of California is the largest processor and marketer of raisins. Sun-Maid successfully conducted a TV commercial campaign, placed in-store billboards in various shopping malls and markets, and held in-store demonstrations in China to promote consumer awareness of California Sun-Maid raisins. The promotions resulted in a sales increase of 160% compared to sales in the previous year.

In one year, sales of Sun-Maid products grew by 22.63% and they achieved consumer loyalty and awareness among Chinese consumer groups. Sun-Maid will continue to develop the Chinese market through various promotional activities.

Diamond Walnut Growers d.b.a. Diamond of California

Diamond Walnut Growers of Stockton is a marketing cooperative owned by approximately 1,900 walnut growers. Diamond of California's focus in the European market has led to great success for the California Walnut Industry. Sales in Europe for the July through September of 2004 period were $7.9 million versus $3.8 million for the same period last year. In September of 2004, the beginning of the walnut selling season, Diamond received orders for in-shell walnuts, valued at over $30 million. Diamond expects more orders valued at over $5 to $10 million.

Western Institute for Food Safety and Security (WIFFS)

The Western Institute for Food Safety & Security (WIFSS) at U.C. Davis was established in September 2002 to ensure the safety of our food supply and the security of the many systems, sources, farms and factories that make up the food supply chain.

WIFSS has been instrumental in procuring partners and funds from other government and private organizations to assist with food safety research activities. Recent accomplishments include a two-year $4.7 million award from the U.S. Department of Homeland Security to support development and delivery of training programs aimed at helping personnel prevent, recognize and deal with potential terrorist acts directed at the nation's food supply. Additionally, a $400,000 grant was received to identify commodities that are highly vulnerable to terrorist attacks. WIFFS is providing a leadership role in the upcoming Antimicrobial Resistance National Conference.