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In my role as publisher of West Coast Nut and CEO of JCS Marketing Inc., I have the unique privilege of working with a wide cross-section of this industry. From growers to ag retailers, crop consultants to researchers, and from processors to the companies developing the next generation of ag tools, I get to see the full picture of what is happening in California agriculture.

One theme keeps rising to the top. Water is no longer just a resource. It is the defining factor in our industry’s future.

The conversation is no longer about whether the water crisis is real. It is about how fast the industry can pivot and who is willing to evolve. Those who adapt now will lead. Those who delay will struggle to stay in the game.

Water Is Now a Business Strategy
We need to stop treating water like a background factor. The Sustainable Groundwater Management Act (SGMA) is already in effect, and groundwater restrictions are tightening across the state. Surface water allocations are inconsistent. Every decision growers make, whether to replant, remove, expand or invest, now comes with a question: Do we have the water?

This shift is showing up in how growers operate, how vendors sell and how processors structure their supply chain. Water has become a business decision, not just an operational one.

The most successful companies I work with are positioning themselves as part of the solution. They are helping their customers extend every acre-foot of water. The growers who are investing in data, monitoring and smarter irrigation practices are protecting their margins and gaining a competitive edge.

Technology Is No Longer Optional
As a company deeply involved in media, marketing and trade events, we get a front-row seat to where the market is investing. Technology adoption used to be a way to gain an edge. Today, it is the cost of staying viable.

Irrigation systems with real-time data, soil moisture sensors and predictive modeling tools are now essential. They help growers stretch every drop and protect their yield.

If a company cannot clearly show how it helps growers make more money with less water, it will not stay competitive for long. Growers who are still relying on instinct or outdated routines are going up against peers using real-time insights to make every input count.

The future of water management is efficient, data-driven and built for long-term profitability.

SGMA Is Already Reshaping the Industry
SGMA is not on the horizon. It is already impacting operations across California. Many of the growers we connect with through our events and our advertiser network are facing hard decisions about land use, pumping rights and long-term viability.

We are also seeing the ripple effect across every ag business model. When growers get squeezed, so do suppliers. That is why companies in irrigation, crop nutrition and consulting are refining how they communicate value and adjust to meet new demands.

We are entering a critical window between now and 2030. The businesses that take water restrictions seriously and adjust now will protect their market position. The ones that do not will face increasing challenges as regulation tightens.

Our Role at West Coast Nut
At West Coast Nut, our mission is clear. We are not just a magazine. We are a business platform built to serve the evolving needs of the agriculture industry. Our responsibility is to deliver the right information, tools and insights to help decision-makers succeed.

This month, we are going all in on the water conversation. You will find coverage on SGMA enforcement, tech solutions that improve water efficiency and guidance from companies and advisors who are actively working on the front lines of this challenge.

We focus on publishing content that is practical, credible and built to create action. That is what our readers expect, and that is what we continue to deliver.

A Message to Our Advertisers and Partners
This is your time to lead. If you serve agriculture and your product or service helps growers save water, reduce stress or increase productivity, your voice is needed.

Growers are actively seeking solutions. They are paying attention to the brands that speak clearly and show results. If your company is not showing up consistently with messaging that meets this moment, you are missing opportunities.

What we see across our media platforms and trade shows is simple. The companies that show up stay relevant. The companies that go silent get forgotten.

The pressure is real. August brings heat, tough decisions and tighter margins. But California agriculture has never been about easy paths. This industry was built by problem-solvers, and I have full confidence in its future.

Water is the defining issue of this moment, but it is also an invitation to innovate and lead.

At West Coast Nut, we will continue to spotlight the solutions, strategies and stories that matter. We are proud to be the media partner trusted by the growers, advisors and companies who refuse to stand still.

Thank you for your continued support.

See you at the top.