First we were given a briefing about the effects of the March 11 earthquake and tsunami on rice production in Japan. The Reader's Digest version is that while the government has placed restrictions on rice production in 13 towns and villages in the Fukushima area, this is only expected to cut 15,815 hectares of production -- or 0.97% of the total. Given that Japan overproduces every year, imports nearly 700,000MT, and per capita consumption continues to fall, no one is expecting any real effect on the rice market. However, for the hundreds of farmers that are unable to plant in those 13 villages, it's 100% of what many of them have been doing for generations. To me, that is where we need to focus our thoughts. Japan and California have a very unique and positive relationship. We are dependent on each other in so many ways, and I would encourage everybody in our industry to focus on how important Japan is to California rice.
The discussion of the March 11 tragedy led to an explanation about the feelings of Japanese people toward Americans. We were told that the outpouring of support from the United States has been received very positively here in Japan. We were shown pictures of Japanese people in the affected areas waving American Flags as US naval and air force troops cleaned up and rebuilt the Sendai airport in a matter of days. The US Ambassador to Japan John Roos has become the 11th most popular person on twitter in this country. Since March 11, he has increased from fewer than 8,000 followers to more than 40,000! Both Jeff and Fukuda told us that the Government of Japan has become very easy to work with now on issues that used to be extremely sensitive and difficult. They also told us that the Japanese Consulate in San Francisco had been very active in spreading the word to both the public and private sectors here about the support that the California Rice Industry had shown after March 11. All of this made me feel very good about everything we've done as an industry and a country to assist the recovery.
After that meeting, we went to a media luncheon put on by our promotion contractor at a modern restaurant here in Japan. We invited 12 related media people to attend a seven-course lunch with each course utilizing California Calrose rice in a different way. The object of this event was to show the media folks the versatility of Calrose in dishes besides simple table rice. The media ranged from a national daily to a food magazine targeting chefs. The event was a big success and all of the attendees left with a very positive impression of Calrose. I look forward to seeing the articles that it generates.
Chris CrutchfieldPresident and CEO -- American Commodity Company
Chris Crutchfield is very proud to represent the third generation of his family to be involved in the rice industry. Currently Chris is involved in all aspects of California rice from production all the way to the grocery store shelf.
Shortly after graduating from the University of Missouri in 1996, Chris moved back to California and joined with his father Paul Crutchfield in the formation of a rough rice pool for direct marketing to Turkey. Chris was responsible for the day-to-day management of the pool. That partnership developed into the formation of American Commodity Company (ACC) in 2000, and Chris assumed all direct management responsibilities for ACC.
Prior to establishing himself in the California rice industry, Chris worked in the press offices of Governor Pete Wilson as his Assistant Press Secretary. He also briefly taught secondary education in the California public school system.
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