10-9-26: MyAgLIfe Episode 282: The Grower You’re Marketing to Probably Doesn’t Exist | Anne Visser

In this episode of the MyAgLife Podcast, Kristin Platts talks with Anne Visser of UC Davis about how California agriculture is changing and what that means for the people and businesses trying to reach growers.

Recorded at the 2026 Crop Consultant Conference, Visser discusses the economic, policy, technology and environmental pressures reshaping rural regions and agricultural businesses, and why assumptions about today’s “typical grower” may no longer match reality.

Visser also looks ahead at the forces likely to shape California agriculture over the next five years, including technology and AI, water, labor and rising operating costs.

Find more of Visser’s research through UC Davis. 

What is The MyAgLife Podcast?

The MyAgLife Podcast is brought to you by JCS Marketing, Inc., the publisher of the industry-leading ag publications West Coast Nut, Progressive Crop Consultant and Grape & Wine Magazine. Our podcast will bring you exclusive interviews with industry professionals and more on a variety of production ag topics!