Social Media In 2025, WG had its best organically performing posts of all time on Instagram, X and Facebook. On Instagram there were 163,000 views of External Affairs VP Cory Lunde’s video discussing the disparity of Hollywood tax breaks in comparison to state support for agriculture. This was also our most-viewed post ever on X. On Facebook, a video of an electric weeder in action earned more than 610,000 views. Our
The onset of the broad adoption of artificial intelligence represents a new challenge for the WG Marketing and Communications (MarCom) team, as we navigate an era where there are more sources of information than ever – but the credibility of those sources is becoming even murkier. This year in the team’s main focus areas – Marketing, Media Relations, Social Media and Communications – our key goal has been to provide clear, concise, timely and forthright information for our members, consumers and allies in the ag space. Marketing Western Growers has a century of well-earned brand equity. At its core, the Western Growers name is the face of steadfast and unwavering advocacy, support and unity of those who grow and provide food to millions of people. The marketing team is focused on expanding the recognition of this brand sentiment to increase the industry’s influence in ways that give members leverage. We’re doing this by growing digital platforms, disseminating valuable resources and developing product lines with other Western Growers teams. Media Relations Of all elements of the MarCom landscape, Media Relations is the one most directly impacted by the advent of the AI era. Thousands of reporters have been laid off and legacy print publications have shuttered as aggregate copy propagated by AI becomes the new norm. WG has responded to this changing landscape by seeking out trusted partners in the media space to share our in-house content, including the syndication of our Voices of the Valley podcast to the AgNet West Radio Network and articles in the Western Grower & Shipper magazine to Produce News. In addition, we linked up WG’s subject matter experts with opinion writers at the Wall Street Journal and the Washington Post to provide context on the immigration policy debate.
TikTok account is gaining traction with an audience that’s younger than our other social media platforms; in 2025, WG content was viewed there more than 500,000 times. Communications We’ve continued to enhance the Western Grower & Shipper magazine with additional columns that highlight insights and new voices from Western Growers experts. These improvements continue to resonate with the advertising community, contributing to another year of record revenue. We also added new voices and broadened the perspectives featured on our Voices of the Valley podcast, which now covers a wider range of agriculture topics for a consumer audience, available on Apple Podcasts, Spotify and YouTube. Looking ahead, we’re developing further enhancements for the Western Grower & Shipper magazine. These
Marketing and Communications A Trusted Voice in a Shifting Landscape.
updates will be ongoing as we work to expand our reach—not only strengthening communication with our members but also sharing the broader story of agriculture with consumer audiences.
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