ESTABLISHMENT OF A FRESH VEGETABLE INDUSTRY IN COLUSA COUNTY, CALIFORNIA

The introduction and establishment of a fresh vegetable industry in a non-traditional production area presents many challenges and opportunities. The activities described here span a five-year period and are consistent with responsibilities traditionally associated with the Extension educational programs of Land-Grant Universities.

Five major areas of activity are described: an analysis of the potential strengths and weaknesses of local fresh vegetable production; educational activities to extend existing information; applied research activities to develop information about specific cropping options; a self-improvement program by the advisor to improve marketing skills; and a mass media program to raise the industry awareness of Colusa County as a supplier of fresh vegetables.

These activities, in concert with additional efforts by the private sector, resulted in a local 1991 fresh vegetable acreage of over 1600 hectares, with an estimated value in-excess of $8 million.