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Sacramento, City Of...Farm To Fork?

Bob Moffitt / Capital Public Radio
 

Bob Moffitt / Capital Public Radio

For years, the water tower off I-5 in south Sacramento has said "Welcome to Sacramento. City of Trees." But, no more.

Now, it says "America's Farm To Fork Capital."

Mike Testa is with Sacramento Convention & Visitors Bureau. He says there are 25 cities that claim to be a "city of trees." No one else can claim to be "America's Farm To Fork Capital."

"It's an identity that we claim over everybody else and when you're in the world of marketing, when can you claim to be the biggest, or the best, or the only, it's very powerful," says Testa.

Some people, like Muffet Wheeler, can see the tower from the Robie Dog Park near Cosumnes River Boulevard and Freeport Boulevard. She is not happy with the change. 

"Nobody likes it," she says.

When asked why, "Because they like the city of trees. (It) sounds a little bit better."

When asked about the 25 cities of trees she says, "Oh no, I did not know that. And if they painted it on instead of putting like a mask over it or something like that, it would be better."

Cindy Williams was traveling through town from Puyallup, Washington and was not attached to the notion of Sacramento and the "city of trees." She still chose the trees. 

"Something about that fork word. I don't think I like the fork word. Farms... I like that," says Williams.

Others, like Rita Miyasato are willing to give the new slogan a chance.

"America's Farm to Fork Capital or City of Trees?" she's asked. "Oh, City of Trees," she says.

She's also asked about the 25 cities of trees.

"Oh, I didn't know that," says Miyasato.

But, in terms of marketing she says, "Oh, Farm To Fork. I'm sure there's not 20 farm to forks, right?"

Sacramento's previous marketing efforts have included other slogans. Some caught on. Others did not. Testa says the city needs one message.

"For Sacramento, from an identity standpoint, I think we've struggled. Are we the city of trees? Are we the river city? Are we the camellia capital? Are we always in season? Or are we America's Farm to Fork Capital? If we can celebrate our agricultural heritage, it will ultimately translate into economic impact and investment in this region," says Testa.

The water tower now also has a plant logo to accompany the slogan. The roots resemble a garden tool called a mcloud and the top looks like a fork. 

Bob Moffitt

Sacramento Region Reporter

Bob reports on all things northern California and Nevada. His coverage of police technology, local athletes, and the environment has won a regional Associated Press and several Edward R. Murrow awards.   Read Full Bio 

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