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The New Mainstream 5-Year Campaign Strategy
In 2003, ROC began work with hundreds of CA food system leaders on the Vivid Picture Project  to create a comprehensive vision for a sustainable food system for CA by 2030.  Released in Nov. 2005, The Vivid Picture outlined this vision and the associated measurable indicators that can be used to track progress toward sustainability. 

Over the last year, the ROC community has been hard at work on a detailed implementation strategy for this vision.  Last summer, the first class of ROC Planning Fellows lent their experience, expertise, and on-the-ground knowledge of the state’s food system to an intensive strategic planning process. The ROC Fellows began to  identify  and prioritize the work needed between 2007 and 2011 to achieve the 2030 goal for a sustainable food system.   This work was then honed by members of the ROC Stewardship Council, the Business Leaders Council, the Workforce Workgroup,  and ROC’s Coordinating Team, resulting is this draft 5-Year Campaign Strategy.  The plan identifies three key change levers to move the entire food system toward sustainability, please click on each leaver listed below to see its associated objectives and suggested actions: 

INTRODUCTION - Values, Principals, and Goals

LEVER 1:  LEADERSHIP  Network leaders and build leadership capacity to mobilize communities (geographic and affinity) to act together to create a sustainable food system for CA by 2030.  These networks must cross ethnic, class and interest boundaries to create maximum synergy.

LEVER 2: PRODUCTION AND DISTRIBUTION  Inject new values, incentives, and business models that will shift the food system to triple bottom line accounting in order to insure food production in perpetuity and to increase the supply of sustainable food available to all income levels.

LEVER 3: PUBLIC PERCEPTION  Create a shift in public perception so that all Californians see and value the interrelationship between farms, food, and health. 

To download a copy of the entire document, click here.
 
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