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Grow What You Sell: Direct Marketing 101 Workshop



The County of San Diego strives to improve the wellbeing of its residents by supporting healthy choices and thriving communities.  The County is also committed to supporting and promoting the sustainability of local agriculture.  As part of this mission, the County encourages the direct marketing of locally grown produce and other agricultural products at certified farmers’ markets (CFMs). 

What is a CFM?

A CFM is a location approved by the County Department of Agriculture, Weights and Measures (AWM) and other local agencies where certified farmers sell their produce directly to the public.  CFMs promote local agriculture and support farmers by providing them a personable, low cost way to market and sell their agricultural products, bringing them face-to-face with their customers.  CFMs enrich the communities in which they operate by increasing residents’ access to quality fresh produce and creating an enjoyable community gathering place. 

What is a Certified Producer (Farmer)?

A Certified Producer is a farmer who has been certified by AWM to sell in CFMs.  This means that AWM inspectors have visited their farm to verify their agricultural production.  AWM issues a Certified Producer’s Certificate to the farmer, which lists the products they grow and may sell in a CFM. 

*Only California agricultural products grown by Certified Producers may be sold in CFMs.  CFM operators and Certified Producers must comply with Direct Marketing laws and regulations. 

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Highly Pathogenic Avian Influenza (HPAI)

The Centers for Disease Control and Prevention (CDC) issued a Health Advisory on April 5, 2024, regarding a confirmed human infection with highly pathogenic avian influenza (HPAI) virus, and on May 22, 2024, a second case in the United States following exposure to infected dairy cattle has been confirmed. To date, HPAI has not been detected in dairy cattle in California. CDC and CDPH believethe risk of infection to the general public is low. However, individuals with close exposure to infected birds or other animals, such as livestock, have a greater risk of infection.

CDPH is supporting a one-time distribution of personal protective equipment (PPE) for dairy farmworkers and others handling raw milk, as well as slaughterhouse and poultry workers. The idea is to get supplies closer to where needed ahead of increased risk in an enhanced preparedness stance, demonstrating our shared prioritization of worker wellbeing. 

For facilities interested in ordering a one-time supply of PPE, please refer to the attached Facility PPE Ordering Instructions. The deadline for orders is June 9.

The HPAI virus is spread by wild birds especially in wild waterfowl such as ducks and geese, but many other wild bird species can also be a source of spread. Avian influenza is a highly contagious and often fatal disease in birds. We are urging poultry owners to increase their biosecurity practices. California poultry owners are encouraged to visit the California Department of Food and Agriculture Avian Heath Program website for biosecurity tools and support. Here are some biosecurity recommendations to help protect your flock: 

  • Wash your hands before and after handling your birds. This includes when handling birds from coop to coop. 
  • Prevent contact between domestic and wild birds by bringing your birds into an enclosure that is covered.
  • If you have bodies of water on your property such as ponds or ditches, consider draining them to avoid attracting wild birds, and keep your domestic birds  away from this potentially contaminated water. 
  • Wash and disinfect boots and equipment when moving between coops. 
  • Clean and disinfect equipment and other supplies between uses. 
  • Clean and disinfect your shoes and vehicle tires after visiting feedstores and other places frequented by other poultry owners or wild bird hunters. 
  • Avoid visiting places where wild birds congregate such as lakes and ponds.  

Report any unusual or suspicious numbers of sick or dead domestic birds immediately to the CDFA Sick Bird Hotline at (866) 922-2473. Monitor your birds for the following symptoms: trouble breathing; clear, runny discharge from nose, mouth, and eyes; lethargy or lack of energy; loss of appetite; drinking less; swollen eyes, head, wattles, or combs; discolored or bruised comb, wattles, or legs; stumbling, falling, or twisted neck; or sudden death.  

Report any unusual or suspicious dead wild birds to the California Department of Fish and Wildlife online. If you have questions about wildlife rehabilitation, please contact the California Department of Fish and Wildlife directly.

NEW: USDA has confirmed the presence of HPAI in dairy cattle in several states.

CDFA has created a dedicate web page to address HPAI in Livestock. The webpage will continue to evolve as additional resources and information become available. Some of the information you will currently find includes:

  • CDFA Cattle Import Order
  • Federal Testing Order
  • Requirements and Recommendations for HPAI in Livestock
  • Sampling Protocol
  • CAHFS Lab Submission form
  • Owner Hauler Statement
  • Biosecurity Templates and Information
  • Milk Safety
  • Dairy Worker Safety

Additional resources:

Stay Informed

For the latest updates in California domestic poultry, follow us on social media and subscribe. You can find us on Facebook at Animal Health Branch – CDFA and on Instagram at AnimalHealthBranch_CDFA

For more information and updates on wild bird detections in California, visit the California Department of Fish and Wildlife website.  

More information on avian influenza and how to protect flocks through biosecurity measures can be found on the U.S. Department of Agriculture’s website.