“Leveraging the voice of our members, WG is harnessing the power of social media to share our family farming stories with millions of consumers across the U.S., helping to shape positive public perceptions of the Arizona and California fresh produce industry.” – Briana Giampaoli Live Oak Farms
OUR VOICE.
MEDIA & COMMUNICATIONS Advancing Key Industry Priorities.
Our response to the impact of COVID-19-related foodservice shutdowns on the fresh produce industry included more than one hundred interviews with dozens of media outlets, including the Associated Press, Axios, Bloomberg, the Los Angeles Times, NPR, Politico, Reuters, The Wall Street Journal, and The Washington Post. Other media interviews included topics ranging from H-2A visa processing delays to agricultural worker health and safety and government relief programs. DIGITAL MEDIA Our digital media strategy aims to surround our target audience of urban consumers with proactive, positive, and engaging content. Our social media campaigns are designed to build an affinity for the Western fresh produce industry and garnered many positive results in 2020. The #AgIsEssential campaign, which was a series of member-created videos that highlighted on-farm COVID-19 safety measures, reached over two million people and garnered more than 500,000 video views.
By providing consistent and unified messaging across all media platforms, the Western Growers Communications Department navigated the unique challenges of 2020.
Here is a look at how we supported our public policy agenda through effective public relations and digital media strategies.
PUBLIC RELATIONS Even in a difficult environment, our public relations strategy remained focused on advancing key industry priorities. Our outreach educates and informs the public using the thought-leadership of subject matter experts. Here are some of the highlights from 2020: Western Growers’ staff and members conducted on-camera interviews with ABC News, CBS Evening News, CNN, Fox News, and PBS NewsHour.
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