It’s hard to believe, but one tiny bug is capable of wiping out California’s $1.8 billion citrus industry. The aphid-like insect is called the Asian citrus psyllid and it can carry a disease that kills citrus trees. There is no cure for the disease, and once a tree becomes infected, it will produce bitter, inedible fruit and eventually die.

Three years ago, members of our state’s citrus industry called on Nuffer, Smith, Tucker to help stop this pest from wiping out California’s beloved citrus trees. The goal was simple: convince homeowners to go outside and inspect their backyard trees for this pest, and report any possible finds to agriculture officials.

Ted Batkin, president of the California Citrus Research Board and NST client, and Kerry Tucker, who has a long history of being involved in strategic planning for the agriculture industry through Food Foresight, recently bylined an article for the agriculture industry publication The Packer. The article explains the approach Nuffer, Smith, Tucker took in combating this issue. Here is a recap of NST’s activities and results:

First we conducted qualitative research to identify the emotional drivers that would help us craft key messages, which led to the formation of a “death sentence” messaging strategy that would resonate with homeowners. Then, NST developed a comprehensive outreach plan that included a combination of broad-reaching tactics and hyperlocal activities in areas where the Asian citrus psyllid has been found.

Recent statewide media tours reached an audience of more than 1.3 million. Another 39.4 million impressions were earned through public service announcements, and radio and traffic spots aired throughout the Southern California region. The message is making its way to homeowners. With continued outreach, we can help save California citrus from a dangerous pest.

Read Tucker’s full article to get a more in-depth look at the strategies involved in raising awareness of the Asian citrus psyllid, and learn more about the pest by visiting CaliforniaCitrusThreat.org.

By Karen Ross and Kerry Tucker

A focus in many food policy discussions is the development of a substantial food system to feed a hungry world, and the trends we’re seeing internationally show there is an urgent need. Food has become a geopolitical hot potato this year. The uprisings in the Middle East and Africa reaffirm that food is a basic building block for peace, harmony and, of course, survival.

An article this year in the publication Foreign Policy spotlighted a world population that continues to explode, while farm production struggles to keep pace. As a result, world food prices are at an all-time high, according to the U.N. Food Price Index. Every day, there are nearly 220,000 new mouths to feed on the planet—a staggering number. By 2050, it is believed the world must double food production, while using fewer natural resources. All of this brings challenges and opportunities for California agriculture.

New, affluent sectors in countries around the world are on a growth spurt for the foreseeable future, with an anticipated growing demand for the type of products California farmers produce: animal proteins and specialty crops. The leading countries with emerging affluent sectors include China, India, Brazil, Korea and Mexico.

According to the Agricultural Issues Center at the University of California, Davis, China will more than triple its per capita income by 2030, from $2,802 to $10,718. This kind of wealth generation tends to result in first-step dietary adjustments that include more consumption of meat, dairy products, fruits, vegetables and nuts.

India’s numbers start smaller, from $965 per capita last year to $3,309 in 2030, but its population will continue to grow by 1 percent per year long after China’s population peaks in about 2030, according to Daniel Sumner, director of the AIC. As a result, India’s population will stay young and energetic for years to come, with a growth rate that could soon overtake China.

The food industry is well aware of these numbers. Companies like Nestlé, Procter and Gamble, Unilever, Heinz and Walmart have these countries in their sights. The food they’ll provide could easily be produced in California.

Because they’re located in one of only five regions on Earth capable of large-scale production of Mediterranean specialty crops, California farmers and ranchers are well positioned to prosper in the international marketplace.

Also working to the state’s advantage is the health profile of its product line. The 2011 Food Foresight trend report shows concern for obesity and diabetes rising worldwide. Add the rising cost of health care to the discussion and it’s bound to move nutrition and disease prevention center-stage in the health care debate, spotlighting foods thought to protect against the development of chronic disease—foods that are produced in California. This opportunity exists for all types of the state’s farmers and ranchers.

California agriculture is incredibly diverse: large farms and small, plants and animals, food and fiber, organic, conventional and biotech. It includes urban farmers, farmworkers and minority farmers. This diversity makes California agriculture stronger and more successful.

There is keen consumer interest in the thriving trend of local, regional food systems—the growth of farmers markets, CSAs and other direct-to-consumer marketing opportunities that are shortening the distance between eaters and farmers. This is the new and exciting frontier in our domestic markets; it presents opportunities for collaboration in the public policy arena. To encourage local farming, we must preserve farmland and maintain access to affordable water. There are enormous possibilities for agriculture if it works together to build new coalitions.

Yet there is tension in the search for common ground. Some consumer and stakeholder perceptions—small farms are good, “Big Ag” is bad—can get in the way of the cooperation required to meet the food demands of the future. On the other hand, belittling small, organic farms as unable to address global food security issues, or the demonization of one agricultural segment by another (“My way of farming is better than yours”) is not constructive. Regardless of size or farming practices, we need a continuum of farms and ranches operating as productively as possible while protecting our precious natural resources and the environment. There is truly a place for all in California agriculture.

One way to build coalitions is Ag Vision, a program spearheaded by the California State Board of Food and Agriculture to bring together diverse stakeholders who share a common goal: the long-term viability of California agriculture. Ag Vision is not the only answer but it is a good beginning, because this diverse group working with farmers and ranchers has spent more than two years focusing on what they could agree on, rather than fight over their differences.

This process will continue, with the goal being an agricultural system working harmoniously to meet the international opportunities and challenges ahead. The co-chairs of this effort are board member Luawanna Hallstrom and American Farmland Trust’s Ralph Grossi, who, along with board president Craig McNamara, would enthusiastically welcome your participation. For more information, see www.cdfa.ca.gov/agvision/.

We also urge you to join us in planning for the next farm bill. It is essential that we receive input from stakeholders about California’s priorities. This is the national food policy discussion—right now—and the farm bill will set the agenda. So let’s get together as one voice and set the tone for a future of collaboration.

(Karen Ross is secretary of the California Department of Food and Agriculture. Kerry Tucker is chief executive officer of the public relations consulting firm Nuffer, Smith and Tucker, and a member of the State Board of Food and Agriculture.)

Credit to California Farm Bureau Federation.

No doubt you’ve heard about the backlash surrounding 7-Eleven’s free Slurpee day on Monday.

Many consumers went to multiple stores looking to receive a free 7.11-ounce sample of the brain freeze-inducing treats, but left empty handed when samples ran out.

Sure, no big deal, we all know these things come with a  “while supplies last” caveat, but not “while free cups last.” Stores stopped giving away samples because they had run out of the special sample size cups, but full-size Slurpees were still available for purchase in many locations.

This left a lot of consumers scratching their heads and calling the supposed “bait and switch” tactic a “scam” on social media sites. Fuel was added to the fire when a USA Today article alluded that the 38 percent sales spike seen during last year’s promotion prompted the company to revisit the promotion again this year.

Sales figures are one of the most critical (who am I kidding, THE most critical) aspects of a company’s success, and while increases in sales are important, so is the longevity of the relationship with the consumer. My guess is the promotion probably hit its sales goals, but is more than likely missing the mark when it comes to increasing consumer trust and loyalty.

As the world’s population continues to grow, so does the demand for food supplies. By 2050, the world’s agricultural production will need to be doubled to meet this demand, but at the same time use less of the world’s natural resources. In this month’s California Farmer, NST’s Kerry Tucker and Dan Dooley of the University of California, highlight the tipping point of change the agricultural industry faces and the need for farmers, large and small, to work together.

From the best screw up in news media to how to double food production to feed the hungry, in case you missed it, here’s a sampling of information shared this week by the gang at NST:

Some believe there is an entire generation that has never dialed a 1-800 number. Where are these digital natives and other web-savvy consumers going to air their grievances? http://bit.ly/eOevmS

A website called Regret the Error, which follows corrections, clarifications, apologies, and trends in the world of journalism, has some fun each year by picking its annual “Error of the Year.” http://bit.ly/evL4kZ

Given the state of the U.S. economy, the recent news of the growing number of those losing their jobs and uncertainty in Congress about extending jobless benefits, we may be facing something bordering an epidemic of hungry, needy families. http://bit.ly/fpE0ds

To adorn the office of his new Brooklyn apartment, Saif Ahmed chose a truly one-of-a-kind piece of art. He bought a kit from online retailer DNA11.com to swab some of his cheek cells, and then mailed the sample to the company. http://on.wsj.com/ihisRi

With the launch of Places, Facebook began allowing businesses to merge their Page with a Place they’ve claimed. While there are some advantages for businesses focusing on generating foot traffic to a single physical location, merging has important disadvantages including lost functionality (at least for now). http://bit.ly/evygtK

To have success as a PR professional, as with all professions, it is essential to keep up with the latest news and techniques in the industry. http://bit.ly/ejS2hs

We’ve all been hearing about Facebook’s new promotions guidelines, and here they are http://on.fb.me/a0XuTZ.

We’re getting uncomfortably close to the day when there won’t be any surviving vets of Pearl Harbor or WWII.  The history books just don’t capture the heroism of hearing these stories from the mouths of grandfathers. http://bit.ly/ewtq91

Everybody loves viral videos. That’s why they’re “viral.” Ad agencies have been trying, in their own way, to replicate the success of viral videos to help their campaigns get exposure and new fans. http://on.mash.to/ggG72D

Nationally, 37 million Americans receive some sort of emergency food assistance, and that number has increased 46 percent in the last four years.  Given the state of the U.S. economy, the recent news of the growing number of those losing their jobs and uncertainty in Congress about extending jobless benefits, we may be facing something bordering an epidemic of hungry, needy families.

Here in California, food banks are currently moving 100 pounds of surplus or unmarketable fresh fruits and vegetables each year from farmers to needy families.  The objective is to get to 200 pounds per year, and I’m chairing a state Board of Food and Agriculture initiative to double the current amount of food going from farmers to needy families. Check out this California Farmer article on how we plan to get there.

And in the spirit of the holidays, The San Diego Union-Tribune (our client) is leading an aggressive food drive campaign to collect 1 million pounds of food.  Chicken of the Sea, another client of ours, helped kick start that campaign with a 1,000-pound product contribution.  Here’s how you can help: http://bit.ly/hKh083.

While many Facebook apps help create a personal experience for users, some of them may be getting too personal. According to a Wall Street Journal investigation reported last month, apps within Facebook “have been transmitting identifying information – in effect, providing access to people’s names and, in some cases, their friends’ names – to dozens of advertising and Internet tracking companies.” Basically, data gathering firms had access to User ID’s and the URLs users last visited online, which can reveal a user’s identity.

According to Facebook’s blog for developers and a blog from The Washington Post, Facebook will begin taking steps to encrypt these user IDs immediately. One Forbes blogger thinks the discussion and gradual rollout plan should appease the public while not radically changing protocols for developers. However, there are currently lawsuits in California and Rhode Island aimed at Facebook and Zynga, the site’s largest app-maker. And Facebook isn’t just facing a legal battle. Since election season is in full swing, they’ll also face a political one. Two prominent members of the U.S. House of Representatives have already written a letter to CEO Mark Zuckerberg last week asking him 18 questions about Facebook’s guidelines and responsibilities.

So, are all third-party applications on Facebook going to go away soon? No. But, as a brand manager, you need to understand the risks involved with using them. Review the privacy policies of the applications you use regularly and make sure you have a backup plan in place should one of them not work correctly or have to be taken down. Since the social media landscape continues to change rapidly, you need to have someone who understands the technology and helps you put safeguards in place.

Why does your customer (or consumer) buy from you rather than someone else?  We hear about quality a lot; the same goes for service and a company’s heritage. But are these tired phrases meaningful selling points that define your business?  Are they aligned with the attributes your customers or consumers value?

Creating competitive advantage is all about differentiation — formally scrutinizing what differentiates your organization, your company and products from the competition.  It’s truly about how you make your product stand out when it looks very much like your competitors’, and a few are ahead of the curve http://bit.ly/bLnCgq.

The current public discussion about sustainability tends to paint a negative picture of agriculture unless it’s local and small. There’s an opportunity to change this discussion when you expand sustainability to a sustainable food system.

The dramatic increases in demand for food given population projections around the world and the rising middle class in developing nations (creating demand for animal protein and specialty crops) are undeniable. The reality is there’s demand for both large and small farms operating efficiently, sustainable and concurrently.

Discussions like this are beginning in stakeholder forums all over the world, and here’s further perspective on an opportunity well worth pursuing: http://bit.ly/d4HErO.

Agriculture, processors, retailers, restaurateurs – in fact, all players in the food system – are finding themselves caught in what may at first appear to be new and disparate pressures, but in fact is a convergence of various forms of a rising demand for more transparency.

There is a rising tempo calling for more transparency in the world of food. This can be prompted by activist agendas and viral videos. Demands for transparency range from the cost of food to nutrition to food safety to carbon-footprint information to country (or even county or farm) of origin information. It comes in the form of pressure on farmers to disclose more about how much of the natural resources they use (e.g., water), their employment practices or how animals are treated.

“The fact that much of this is taking place against a backdrop in which consumers (and voters) express declining trust and confidence in all of the big American economic and political institutions that are normally relied on to provide oversight and marketplace transparency, only makes the phenomenon more disorienting,” says Food Foresight* panelist Larry Kaagan of Kaagan Research Associates.

Charlene Li, co-author of the influential book on social media “Groundswell,” argues in Information-age.com for an opportunity to use openness strategically. She draws a distinction between openness and transparency. Transparency, she says, is simply about revealing information to outside parties. Furthermore, she says there’s no way anyone can be completely transparent and we aren’t even completely transparent in our closest personal relationships.

“Openness, on the other hand, implies the greater inclusion of third parties in the operations of a business,” said Li. “Whether it is explaining the motivation behind key decisions, by including customers and partners in the product innovation process, or by conducting customer support in open, public forums, or any other application of social technology that encourages participation.”

Push Forward Strategically

The food industry is, to this point, successfully described, for the most part, as not wanting consumers to know how food is produced. The challenge is to push back on the anti-agricultural forces in a smart way, without linking “crazy, extremist” positions with ethical/values/health concerns that don’t necessarily share the same platform. It doesn’t help to be hostile. Today, activists, business forces (e.g., venture capitalist funding new entrepreneurial enterprises), academics, government agencies and increasingly mainstream opinion leaders are skillfully connecting the dots between food safety, water quality, environmental degradation and animal welfare. Any attempts to demonize those voices or trivialize the concerns they raise in the public mind, won’t work. If fact, it is more likely to add fuel to the fire.

*Food Foresight is a trends intelligence collaboration between Nuffer, Smith, Tucker Inc. and the California Institute of Food and Agricultural Research, University of California, Davis