UC Cooperative Extension Santa Clara County is excited to announce the development of a comprehensive Agricultural Outreach and Awareness Campaign designed to elevate the visibility, value, and resilience of Santa Clara Valley agriculture. This initiative represents a significant step forward in implementing the goals outlined in the Santa Clara Valley Agricultural Plan while advancing UC Agriculture and Natural Resources' mission to enrich California communities through research-based knowledge and engagement.
The campaign will celebrate the region's farmers and ranchers, highlighting their economic, environmental, and cultural importance to our community. Through strategic messaging and compelling storytelling, we aim to inspire public support for farmland preservation and strengthen local food systems across the county.
Agricultural Liaison Julie Morris has been working with the team at Waltz Creative to develop innovative campaign concepts that reframe agriculture's role in Silicon Valley. The campaign will tap into the region’s ties to Silicon Valley and its deep roots in agriculture.
“We wanted to capture the energy and vibrancy of start-up culture, while honoring the wisdom and history of Santa Clara Valley’s agricultural community,” Morris said.
The "Silicon Valley's Original Startup" theme draws powerful parallels between agriculture and the region's tech identity, presenting farms as the valley's most resilient and longest-running enterprise—one that delivers sustained growth, measurable climate returns, and proven community benefits year after year.
This campaign directly supports the Santa Clara Valley Agricultural Plan's objectives to preserve agricultural land, support farmer viability, and strengthen connections between urban and rural communities. It also aligns with UC ANR's strategic initiatives to address climate change, promote sustainable food systems, and build healthy communities through science-based education and outreach.
Depending on our finalizes budget and donation, the campaign hopes to include multilingual materials (English, Spanish, Vietnamese, and Mandarin) to authentically represent our county's small, diverse, and immigrant-led farms. Deliverables will span social media content, video storytelling, farmer profiles, a campaign microsite, and billboard designs along major routes such as Highway 101.
For more information about UC Cooperative Extension's agricultural programs in Santa Clara County or to donate to our campaign, please contact Agricultural Liaison Julie Morris at jfmorris@ucanr.edu