SUMMER • 2012 Issue 4 • Volume 1

1SUMMER | 2012 VISIT US AT CALOLIVE.ORG

Chairman’s Corner

4SUMMER | 2012 VISIT US AT CALOLIVE.ORG

ATTN: CAliforNiA olive CommiTTee770 E Shaw Ave # 310Fresno, CA 93710-7708

D ear Members,

Wow. What a difference a year makes. After the 2010 season brought one of the biggest olive crops in recent years and 2011

brought the second lowest crop in recent years, what can we expect from 2012? As this is being written, the olive bloom is all but done and—watch out—it looks to be shades of 2010!

Best Orchards Management Practices for your olive orchard is a must with regards to plant health, especially fruit size and pest management on this potential big crop of 2012. I will briefly discuss these considerations in the following paragraphs.

First, it is necessary to manage your Total Nutritional Needs today for 2012 and 2013. A return crop is absolutely necessary, not only for your bank account, but also for consistent supply to our processors. As a grower you must consider spray thinning your Manzanillo olives with 1- Naphthaleneacetic Acid (NAA) to promote large size fruit and new shoot growth. This will break the alternate bearing cycle. I realize we can over-thin; however, the industry would rather see a lighter crop with large fruit and the potential return of a crop for 2013. Your processors will appreciate this; they have enough small fruit in inventory. Unfortunately this newsletter may come to you after the spray thinning season is over and I keep my fingers crossed that we as growers have made the right decision.

Pest management, especially control of the olive fruit fly, must remain a high priority among Best Management Practices. Last year, damage was found in both North and South growing regions, and it appears that both North and South regions are starting out with high populations. The olive fruit fly will require all growers to be on a regular spray program to get this pest under control. We cannot afford to let the populations get out of hand with the limited Plant Protection Products for the olive fruit fly that are currently available.

In closing, I would just like to say good luck and good fortune on the 2012 olive crop season. Keep in mind Best Management Practices for your orchard and please communicate any issues or concerns to your California Olive Committee. We are here representing you.

Sincerely,

Michael W. Silveira

Chairman of the California Olive Committee*Conversion factor 24 1.25 oz changed as of Dec. 2008.

Cumulative Pack Converted Total 11,461,044

Consumer 8,128,992

Food Service 3,332,052

Cumulative Sales Month Ending April 30, 2012 Converted Total 10,329,224Consumer 7,640,972Food Service 2,688,252

inventory Converted CasesTotal 8,529,144Consumer 5,914,475Food Service 2,614,669Approx Supply 13,847,515

Storage TonsTotal Canning 18,876Limited 15,436Total 34,312Converted 5,318,371

April 2012 Monthly Report Tables

march imports TonsTotal cumulative canned 29,986Total cumulative grower 45,276

T he California olive industry has much to offer! Consider the recent Economic Impact Report conducted by the California Olive Committee

(COC). California ripe olive growers spend more than $332.8 million in the state during an average year. The effects of this are felt throughout California in terms of reinvestments into our industry, job growth in other industries, and positive impacts to the state economy.

A closer look at the numbers shows that our industry generates:

• $493.6 million in business activity • 3,555 jobs • More than $135 million in labor income • $14.7 million in additional business taxes.

These current numbers are exciting to see and reflect that the industry has room to grow. And like any issue and any industry, there is strength in numbers.

The olive industry needs to ensure that we continue to produce a healthy crop. Whether it’s thinning during a big crop year or implementing the necessary pest prevention practices to stop the spread of disease or invasive

species, growers are reminded that we all represent the olive industry.

We must make sure that in good times and bad, we continue to work together and develop the tools necessary to get us to the next level. After all, we have a good story to share. Let’s continue to grow it together!

32SUMMER | 2012 SUMMER | 2012VISIT US AT CALOLIVE.ORG VISIT US AT CALOLIVE.ORG

Together, We Have Much to Offerby Executive Director Alexander Ott

These current numbers are exciting to see and reflect that the industry has room

to grow.

2012 Marketing Update

F rom traditional and social media integration, to website updates that bring industry assets to your fingertips, the first half of 2012 has proven

to be an exciting year for California Ripe Olives. As summer kicks in, here’s a rundown of the latest efforts to bring California Ripe Olives to the menus of everyday consumers and better connect our growers to everything the California Olive Committee has to offer.

WEbSiTE UpdATES The COC is pleased to unveil an updated Industry section on CalOlive.org. This helpful addition to the site serves as a home base for

COC members to explore the latest efforts within the industry, access useful reports, and stay up-to-date on executive level activities. With just a click of the mouse, COC members can now open and download information ranging from the industry’s recently released Economic Impact Report and supporting fact sheets, to weekly and monthly receipt reports, and even subcommittee agendas and minutes. Restricted areas, which can be accessed after applying for a login and password, open the door even further. Members can now review research proposals and full reports and browse our entire database

of still recipe photography for fast and easy download.

Speaking of recipes, we’ve revamped our entire consumer-facing Recipe section, too. This foodie face lift features improved navigation, bright and colorful recipe thumbnails, plus a new voting tool that allows visitors to rate their favorite recipes on a scale of one to five olives. Enhanced social media integration allows one-click sharing on Facebook, Google+ and Twitter, allowing greater opportunity to spread the olive love among visitors’ social media networks.

REliSH MAgAzinE inTEgRATiOn Building on the success of our 2011 partnership with the largest food magazine in the country, 2012 has taken it to the next level with a strategic integration that takes California Ripe Olives into more than a dozen markets across the county. This year, we teamed with Relish to sponsor live cooking shows from South Dakota to Tennessee, and everywhere in between. That means olives’ versatility and flavor are getting the star treatment as Relish chefs teach thousands of Americans how they can use everyday ingredients—like olives—in fun and innovative ways in the kitchen. This strategic partnership also includes added-value exposure throughout the year, with Relish editorial integrations, online and print advertising, plus useful assets in the way of new recipes and video.

FACEbOOk The COC has crossed a major milestone on Facebook by surpassing 5,000 Likes! In the evolving social media landscape, we also recently converted to the new Timeline layout and continue to advance our efforts to engage fans of California Ripe Olives. Two successful sweepstakes this year have garnered more than 2,000 new fans alone. And as we look for new ways to bring engaging content to the page, we encourage committee members to become active participants, too. Please stop by, say hello, and post photos of your groves so we can better connect consumers with the names and faces behind the California olive industry.