OUR VOICE.
In summer 2023, we announced the launch of our Healthcare Concierge App powered by Rightway, a groundbreaking service designed to revolutionize the healthcare experience for WGAT and Pinnacle members. WG also extended its support to facilitate the development of new business opportunities, welcoming several new clients. We sent out weekly editions of the Spotlight e-mail newsletter to our membership base, as well as publishing six issues of Western Grower & Shipper magazine. SOCIAL MEDIA In 2023, WG social media platforms have continued to push the envelope when it comes to educating consumers about the realities of the agriculture industry. For the first time in WG history, all WGFC accounts are under the same individual manager, ensuring a cohesive voice across the brand. WG social media lead the first event in the Western Growers Women relaunch, resulting in a four-hour comprehensive training on the topic to more than 30 women in the industry. We partnered with Fox on reality TV show “Farmer Wants a Wife” for the first Western Growers-television collaboration of its kind. COMMUNICATIONS WG continues to support its family of companies, including Western Growers Assurance Trust (WGAT) and Pinnacle Claims Management, Inc., through brand awareness and public relations efforts.
PUBLIC AFFAIRS WG continues to double down on industry-leading strategic initiatives in response to key public policy threats facing the grower community. Examples include: PAGA After helping fund the campaign that qualified PAGA reform for the 2024 ballot, WG and our business coalition have launched a parallel public affairs campaign aimed at achieving a legislative solution to PAGA. CARD CHECK In response to the passage of card check legislation, WG and our industry association allies have formed the California Farmworker Information Center (CFIC), a nonprofit dedicated to educating farmworkers about their rights under the new law and potential concerns with signing union cards. The CFIC has developed an in-language website (www.infocampesinos.org) and companion radio and digital ads that have run—and will continue to run—in key growing regions across the state, including the Central Valley, Central Coast, and Coachella and Imperial Valleys.
Social media totaled a 156 percent increase in reach on Facebook and 213 percent increase in reach on Instagram.
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