ACWA Continues Support for Cultivate California Program by Heather Engel Oct 24, 2018 Water News ACWA has renewed its support for the Cultivate California Program by providing a sponsorship for its latest educational campaign. Cultivate California is a statewide educational program designed to inform Californians about farmers’ and ranchers’ passion for innovation and commitment to responsible water use. “California farmers are some of the most innovative and efficient water users in the state, and ACWA supports any effort to make sure more people understand that,” said ACWA Executive Director Timothy Quinn. The program was originally launched in December 2015 with the new educational campaign currently underway. Using media insights, social media analytics, paid advertising and a fact-based, myth-busting, positive narrative, the Cultivate California program is moving the dialogue away from attacks on the amount of water needed to grow crops and raise livestock to focus instead on the relationship real people have with the food and farm products they love and the innovative methods farmers are using to be as water-efficient as possible. The effort is supported by individuals and organizations that represent California farmers, ranchers, non-profits and cooperatives. For more information, visit www.CultivateCalifornia.com.