Opinion: Translators Wanted Between Growers And Consumers

Those of you who read this column on at least a semi-regular basis are well aware of the fact that I think a lot of the problems that give growers headaches are caused at least in part by the public’s general ignorance of agriculture. The level of ignorance can be considerable. Just look at a few recent examples.

A newspaper story last month in the Santa Cruz (CA) Sentinel noted that the state plans to resume aerial spraying of a synthetic pheromone in June over Monterey and Santa Cruz counties in an attempt to eradicate the light brown apple moth. (As an aside, that’s at least accurate, as many newspaper accounts stated that the state would be spraying a pesticide.) “When that happened last fall,” the story continues, “hundreds of people claimed they were sickened by the spray.” Perhaps “hundreds of people” did make those claims, though I doubt it was that many. But no matter what the number, do you think the spray actually made them sick? Do you think they would have claimed to be sick if they didn’t know about the spraying? I don’t either.

Lest you think such ignorance is limited to California, here’s another example. A Pew survey done last year found that most Americans aren’t even sure what they eat. Despite the attention given to genetically modified foods in recent years — or as some extremists are wont to call them, “Frankenfoods” — U.S. consumers are generally ignorant of their own consumption of GM foods. More than half of those surveyed, or 60%, believed that they had not eaten GM foods during 2006. However, most Americans eat genetically modified foods all the time, as some estimates suggest 75% of processed foods in the U.S. contain some genetically modified ingredients.

What agriculture needs is more translators, people who take it upon themselves to inform the public about agriculture. I hope you all at least attempt this, though I think largely as a function of your occupation, you’re likely to find yourself preaching to the choir. At any rate, I was happy to see an announcement of a job opening last week from University of California (UC) Cooperative Extension. The position is an agriculture and environmental issues advisor for the Los Angeles and San Bernardino High Desert areas.

The position description stated that the successful applicant would work with growers who produce vegetables such as carrots and onions, as well as tree fruit crops such as peaches. It goes on to state that growers in the area have the advantage of having major urban centers nearby, “yet urban residents are frequently unaware of the nearby presence of the farms and their value as an amenity.”

Even more encouraging, the announcement goes on to conclude: “The advisor will provide a direct link between the UC and the community, seeking creative research-based solutions to local agricultural/environmental problems, helping local growers stay on the cutting edge of production technologies, and educating urban residents about local agriculture and its value.”

You’ve got to hand it to UC Cooperative Extension. Or Extension agents anywhere, for that matter. As a group, they’re about as knowledgeable and helpful as any people I’ve come across — they are indeed translators of the highest order. You readers in California can learn more about their role at a symposium on agricultural research and Extension in Sacramento in mid-June. Look for details in the May issue of Western Fruit Grower.