understanding of how our family farms care for their land and animals. It was heartening to see our farmers connect directly with the generations of people who love Clo [the Cow, Clover’s cartoon bovine mascot], who in turn showed up for her at the ballot box,” says Benedetti. An evolution of thinking on Measure J 36,268 voters checked “Yes” for Measure J, nearly twice the number that signed a petition for the measure to reach the ballot. It is clear that “Yes” on Measure J campaign gained new supporters during the summer and into the fall. It remains unclear how many of the original supporters of the measure changed their position. “Several people called the Sonoma County Farm Bureau and told staff they signed the petition but wanted to get their name removed,” says Ghirardelli. Matt Heath is the immediate past chairman of the Sonoma County Republican Party, which opposed Measure J. He knew individuals who signed the petition to get Measure J on the ballot. “Then they voted no on it, because they realized how it could shut down small farms,” says Heath. Evan Wiig is the director of membership and communications for the Community Alliance with Family Farmers, a Davis-based nonprofit. The alliance represents family farmers and opposed Measure J. He believes some people who signed the petition may not have been fully aware of the measure’s potential impact. “Once the measure got on the ballot, there was more coverage of it in the Press Democrat , as well as an investigation of its economic effects by Sonoma County. Then people saw how the measure would negatively affect farmland, farmworkers, local jobs, the local food
Cassie King, organizer with the CEFF, says Measure J “was one step in the long struggle.” King is also the director of communications for Direct Action Everywhere (DxE), a Berkeley-based activist group that seeks to eliminate animal agriculture. “The Measure J campaign started tens of thousands of conversations across Sonoma County. Those conversations are continuing with different ideas being discussed to address this serious issue. Many people who weren't sure this was the right solution are thinking about other solutions now. They actually want to see more specific rules regarding animal welfare and that is encouraging,” says King. The Sonoma County Farm Bureau opposed Measure J. Dayna Ghirardelli, executive director of the bureau, says voter education on the benefits and economic challenges of local farms has become one of the organization’s primary goals in 2025 and beyond. “Measure J has motivated us to do all we can to get out in the community and share our stories. Defeating the measure also required us to rally our neighbors, Sonoma County Farm Bureau members from all industries and various community organizations. Sonoma County agriculture is an established ecosystem. Everyone in agriculture and beyond is a part of that and joined in this effort,” says Ghirardelli. Michael Benedetti, senior director of sustainability, regulatory and quality assurance at Clover Sonoma, adds the “No on Measure J” campaign was not only about winning. “It was about sending an overwhelming message that our community stands by its farmers. That meant bringing together local business leaders, farmers and advocates. As a result, our agricultural community is more united than ever. Sonoma County residents gained a deeper Dayna Ghirardelli, executive director of the Sonoma County Farm Bureau, speaks at a meeting to oppose Measure J. [Photo courtesy Sonoma County Farm Bureau]
The No on J campaign warned the measure could raise prices and eliminate agricultural livelihoods. [Photo courtesy Sonoma County Farm Bureau]
46 NorthBaybiz
March 2025
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