CURRENT WORKS 
DROUGHT DIGITAL CAMPAIGN PART TWO
This second phase of the Digital Drought Campaign focused on ranchers telling their story of the difficulties of this drought on the land, their businesses and consumers. These video ads are currently running on YouTube, social media and as display banner ads.
ADVOCACY
DROUGHT DIGITAL CAMPAIGN
Hard hit by the state’s record drought, this public information campaign is designed to highlight California dairy families’ continued investments in technology and innovation to dramatically reduce water use.
The campaign includes a multi-media effort with statewide radio and digital advertising, public relations effort and partnerships on public radio stations.
WILDFIRE DIGITAL CAMPAIGN
The Council initiated a robust “Wildfire Resiliency” campaign to amplify the need for improved forest management practices NOW, most notably the expanded use of grazing and prescribed fire. The campaign was widely delivered through digital media and radio, targeting the key audiences.
EDUCATION
RANCHER TECHNICAL ASSISTANCE PROGRAM
Recognizing that many cattle producers could benefit from additional regulatory expertise and professional support, in the Spring of 2021 the California Cattle Council awarded a grant to the California Cattlemen’s Foundation to develop a technical assistance program available to all cattle producers at no cost. This new program, called the Rancher Technical Assistance Program (RTAP), is now underway.
CALIFORNIA YOUTH AG EXPO
The California Cattle Council is a proud sponsor of the 2021 California Youth Ag Expo. Watch the video to learn more about the importance of this sponsorship and the event.
Screenshot of Dairy Sustainability Summit Website
RESEARCH
FOOD SAFETY
Responded to food safety concerns that produce should not be grown near a feedlot or dairy by funding research that has generated early data demonstrating the opposite.
CATTLE’S IMPACT ON CLIMATE
Supported academic experts in their efforts to explore the true impact of cattle on climate. Research continues to prove cattle can be a climate solution.
ADMINISTRATIVE
STRATEGIC PLAN
Developed a strategic plan that prioritizes advocacy & public affairs while ensuring projects have both clear objectives and measurable results.
BUDGET
The Council budget remains true to promises made to producers to ensure minimal overhead and maximize the use of project funds.
EARLIER WORKS
2020 RESILIENCE DIGITAL CAMPAIGN
This campaign launched to reassure consumers that California’s cattle producers were still a well-positioned to still produce an ample beef at the onset of the COVID-19 pandemic. From there, it took off to highlight sustainability and later educate on the disastrous impacts of changing longtime property tax laws.
