California water infrastructure and its associated policies are maddeningly complex. They defy simple explanations by reporters in headlines or brief news segments, making it all the more important we work on building relationships with them wherever possible. This complexity has far-reaching implications, affecting not just media coverage but the very agricultural foundation that sustains millions across the nation.
The complicated nature of California’s water challenges cannot be adequately captured in a single article or social media post. Attempts by various groups to take advantage of the complexity of California water often result in an intentionally misinformed and polarized public.
Using a Crisis to Influence Public Perception
A recent incident involving the Wonderful Company illustrates this problem. A viral video during the height of the Los Angeles wildfires in January made unfounded allegations about water usage in San Joaquin Valley’s food production and garnered millions of views and shares across multiple platforms.
Inaccurate claims circulated in the media and suggested farming practices in the San Joaquin Valley were responsible for creating difficulties for firefighters battling the fires in Los Angeles. These allegations were unfounded and required significant efforts to counter a persistent narrative that growers were somehow to blame for water emergencies elsewhere.
It’s important to note these claims were not based on factual evidence. The San Joaquin Valley is geographically distant from Los Angeles and has a separate water system. Although major media outlets debunked the story within days, the damage to public perception of agricultural water use had already been done.
The Agricultural Water Dilemma
Despite its status as the nation’s No. 1 farm state, California’s farming sector faces persistent challenges in securing reliable and affordable water, a problem made worse by inaccurate reporting. The complex web of regulations and environmental considerations governing this vital resource often complicates growers’ access to necessary water supplies. Factors such as drought cycles and conservation mandates aimed at ecosystem protection require constant adaptation from growers. The costs associated with these adaptations, including investments in advanced irrigation systems, can be particularly burdensome for smaller farming operations. Moreover, water scarcity has a cascading effect on rural communities, as reduced crop yields lead to fewer job opportunities and economic hardships.
While viable policy and water development solutions exist, including enhanced water storage projects, infrastructure improvements and incentive-driven conservation programs, implementing these requires consensus-building and careful consideration of diverse interests. However, in a media landscape that favors quick soundbites, such nuanced problem-solving often fails to capture adequate attention.
Getting the Facts Straight
Public perception is a critical factor for the industry. It’s important consumers, policymakers and the media understand the connection between farm water and our food supply. It is essential to help the public understand growers are using water and other resources efficiently to grow the food we all depend on. As water supplies have diminished, growers must be more resourceful and integrate technology to maximize efficiency wherever possible.
Implementing these solutions often requires in-depth policy discussions that, all too often, take years to realize tangible benefits, led by people far removed from the industry that feeds them.
During a keynote presentation at the Mid-Pacific Water Users’ Conference earlier this year in Reno, Nev., Pulitzer Prize-winning journalist Tom Philp of The Sacramento Bee encouraged those in the audience to build relationships with reporters. He said reporters tend to call the people they know when they’re looking for a quote for a story. If you have a relationship with someone and they trust you, they may very well call the next time something in your wheelhouse comes up.
That’s great advice for an industry that is far too often underrepresented or misrepresented in the media. It’s all about opening the lines of communication ahead of time and being available for an honest, direct quote. That’s the best way for agriculture to be heard.
