GreenSheet and From the Grove Module

This course covers grower publications, the GreenSheet and From the Grove.

By the end of this course you will understand the content needs and process for submitting contributions to California Avocado Grower publications.

The GreenSheet Overview

The GreenSheet is a semi-monthly electronic publication

  • Delivered via email to California Avocado growers and others in the industry
  • Posted online on CaliforniaAvocadoGrowers.com
  • Intended to provide timely news and brief updates on CAC activity
  • Agencies and staff provide article outlines only

From the Grove Overview

From the Grove is a quarterly print publication

  • Delivered to California Avocado growers and others in the industry
  • Also posted online on CaliforniaAvocadoGrowers.com
  • Intended to provide in depth information on strategy, issues and CAC activity
  • Agencies and staff provide both outlines and article drafts

Marketing Contribution to the GreenSheet and From the Grove

Always ask and answer, “how does this topic/activity/information benefit California Avocado growers?"

If the answer is “it doesn’t”, then don’t include the information in outlines/articles.

The GreenSheet “How To”

The GreenSheet “How To” (Continued)

  • Preferred images include CAC activity/signage with VIPs (growers, retailers/foodservice customers, celebrities, chefs)
    • CAC staff/representatives may be included, with preference to staff and “in action” shots
       
    • Recipe shots may be included but only if the appetite appeal is good and California Avocados are prominently shown
  • ALWAYS embed images with captions on the outline
    • Compress images in the Word document
  • ALWAYS upload images with the highest resolution possible to CAC’s Dropbox, to the folder Marketing Reporting / GreenSheet / Temporary
     
  • Use CAC grower editorial style including California avocado with lower case “a”
     
  • Spell out acronyms on first use

From the Grove “How To”

  • Jan DeLyser determines the topics and CAC staff/agency responsibility each quarter
    • Staff/agency topic ideas are welcome
       
    • Staff/agencies submit article outlines to Marji Morrow
      • Include the key news elements (who/what/where/when/how and why)
  • Staff/agencies recommend 3 to 5 images per article
    • Images must be high resolution (minimum 300 dpi)
       
    • Images should not be huge format art files – target file size 1 to 9 MB
       
    • Preferred images include finished CAC advertising, CAC activity/signage with VIPs (growers, retailers/foodservice customers, celebrities, chefs)
       
    • Professional recipe shots may be included
  • ALWAYS embed images with captions on the outline
    • Compress images in the Word document
  • ALWAYS upload images with the highest resolution possible to CAC’s Dropbox, to the folder Marketing Reporting / From the Grove/ (Appropriate edition folder)
     
  • Use CAC grower editorial style including California avocado with lower case “a”
     
  • Spell out acronyms on first use

Grower Publication Type and Timing

Match the publication on the left with the timing of the publication on the right.
  • From the Grove
    Is a quarterly print publication
  • The GreenSheet
    Is a semi-monthly electronic publication

Which of these are true about both the GreenSheet and From the Grove?

  • They are CAC publications targeted mainly for California Avocado growers
  • They use CAC PR and grower editorial style (e.g. “California avocados”)
  • They must communicate why the topic should be of value/importance to the growers
  • Whenever possible articles should include graphics
  • Articles should avoid “marketing speak”
  • Acronyms must be spelled out at first usage
  • Both are available online
  • All of the above
Choose the best answer.

Where should images, charts and graphics for the GreenSheet be uploaded?

Images, charts and other graphics for the GreenSheet should be uploaded to the Dropbox / Marketing Reporting / GreenSheet /  

Which of these are true about From the Grove?

  • The audience is growers and others involved in the California avocado industry
  • CAC staff and agencies write both the outline and the article
  • CAC staff and agencies write only the article outlines, not the article itself
  • Images may be low resolution as long as they still look good online
  • Images must be high resolution
  • Articles should be very brief – just the key facts
  • Article should go into more depth, including the strategy or reasons why CAC participates in/contributes to the topic activity/event/organization
  • Articles should be accompanied by as many images as possible
Select all of the answers that are true.

Which of these are true about the GreenSheet?

  • The audience is growers and others involved in the California avocado industry
  • CAC staff and agencies write both the outline and the article
  • CAC staff and agencies write only the article outlines, not the article itself
  • Images may be low resolution as long as they still look good online
  • Images must be high resolution (at least 300 dpi)
  • Articles should be very brief – just the key facts
  • Article should go into more depth, including the strategy or reasons why CAC participates in/contributes to the topic activity/event/organization
  • Articles should be accompanied by as many images as possible
Select all of the answers that are true.

Contact Information:

Marji Morrow, [email protected]; 323-456-6751