Almond Board of California Telephone Survey Results

1
Almond Board of CaliforniaTelephone Survey
Results

• March 2007

2
Purpose of research

• Benchmark communication habits and preferences of
  almond producers in California
• Benchmark awareness of and attitudes toward
  Almond Board communications

3
Methodology

• Telephone interviews were conducted with a random
  sampling of 200 of almond growers in California
• Respondents 155 male, 45 female
• List of 1,150 almond growers provided by
  California Farmer
• The respondents were aware that the Almond Board
  of California is sponsoring this research
• Interviews took place the week of March 5, 2007
• This sample size resulted in a strong statistical
  reliability, with a maximum sampling error of /-
  5.8 at the 90 confidence level

4
Key findings

• Overall, producers find Almond Board information
  useful
• 7 and above on 110 value scale
• Producers prefer to receive information in print
• Very few producers have visited Almond Board web
  site
• Will take time and effort to change behavior and
  preference to online
• Many producers cite Blue Diamond as a key source
  of information
• Orchard production practices most sought-after
  type of information with food quality and safety
  second
• Good awareness of Good Agriculture Practices (GAP)

5
Q
Which of the following best describes your role?
n 200
6
Q
How many acres of almonds do you farm? (If grower)
n 192
7
Response by county (with grower and acreage info)
County Responses Acreage
Alameda 2 185
Butte 16 2776
Colusa 6 2222
Contra Costa 1 125
Fresno 26 16569
Glenn 9 1993
Kern 12 2972
Kings 2 275
Madera 12 722
Merced 21 2024
Sacramento 1 1
San Joaquin 16 2177
San Luis Obispo 2 1270
Santa Clara 2 227
Solano 1 1
Stanislaus 62 4248
Sutter 2 103
Tehama 1 240
Tulare 1 150
Yolo 4 757
Yuba 1 83
Total 200 39,120
8
Q
Do you currently receive the printed newsletter
California Almonds from the Almond Board?
n 200
9
Q
If yes, how often do you receive the newsletter?
n 170
10
Q
On a scale of 1 to 10, how valuable do you find
the information provided in the newsletter?
n 170
11
Q
How often do you visit the Almond Board web site?
n 200
12
Q
On a scale of 1 to 10, how valuable do you find
the information provided on this web site? (If
visited)
n 25
13
Q
What type of information have you searched for on
the Almond Board web site? (If visited)
n 25
14
Q
From which media resources do you regularly get
almond production information? (Unaided unless
prompting was necessary)
Results slide 1 of 2
n 200
Combined response for Blue Diamond (46) and
Almond Facts (19)
15
Q
From which media resources do you regularly get
almond production information? (Unaided unless
prompting was necessary)
Results slide 2 of 2
n 200
16
Q
On a scale of 1 to 10, how satisfied are you with
the information provided by the Almond Board,
either through your handler or via direct
communications?
n 200
17
Q
On a scale of 1 to 10, how familiar are you with
the Good Agricultural Practices (GAPs) developed
by the Almond Board?
n 200
18
Q
Which issues and areas of almond production would
you like the Almond Board to provide more
information about? (Unaided , record first
mention)
Results slide 1 of 2
n 200
19
Q
Which issues and areas of almond production would
you like the Almond Board to provide more
information about? (Unaided , record first
mention)
Results slide 2 of 2
n 200
20
Q
Are there any others? (Record second mention)
n 63
21
Top five issues (combined)
22
Q
Do you prefer to receive printed or electronic
newsletters through e-mail from the Almond Board?
n 200
23
Q
Do you have any closing comments that you would
like us to share with the Almond Board?

• Be more productive on solving the bee death
  problem.
• Concentrate more on aflatoxin and less on
  salmonella.
• Conventions are very useful.
• Do a better job with international market.
• Doing a good job.
• Doing a great job!
• Doing a great job.
• Great job on the production and selling of the
  almonds.
• Great job!
• Instead of one big meeting in the fall, have
  twoone in fall and spring.
• Is thankful for the job they do.
• Keep selling almonds.
• Keep up the good work.

24
Q
Do you have any closing comments that you would
like us to share with the Almond Board?

• Make sure when making recommendation, that they
  have good science to back it up.
• More articles on bees.
• More information on bee hives and the price of
  almonds.
• More research on production.
• Stay in touch with the growers.
• They are doing a good job.
• They do a good job with promoting the production
  of almonds.
• Uphold the market.
• Very good organization.
• Very valuable, doing a fine job, don't put down
  Blue Diamond ideas.
• Water safety, cultural practices, and handle of
  imports/exports.
• Would like to get magazine, address is correct.
• Would like to get the magazine.