FOR IMMEDIATE RELEASE
PRESS CONTACT: Minerva Mendoza mmendoza@afsc.org
FRESNO, CA (September 2026) – The Pan Valley Institute (PVI) will launch a yearlong multimedia campaign on September 17, 2026, from 11:00 a.m. to 2:00 p.m. at Cruz Martinez Farm, 18384 Road 19, Madera, CA 93637. The campaign aims to honor the rich histories and vital contributions of immigrants, refugees, Indigenous peoples, and people of color to regional agriculture, sustainable local economies, and the vibrant food culture of California's Central Valley.
The need to build a fairer, more sustainable future and to promote a respectful narrative about immigrants has never been more urgent. Myrna Martinez Nateras, founding program director of Pan Valley Institute, emphasized that immigrant farmworkers, small-scale farmers, and food entrepreneurs are the backbone of the multimillion-dollar food economy. She highlighted that the misconception of farmwork as unskilled ignores the valuable skills, land knowledge, and stewardship these groups bring to the regional food system. She also pointed out that immigration policies that vilify and persecute immigrants, framing them in a dehumanized way, only make this situation worse.
Communities of color have shaped the Central Valley's food culture. From Armenian orchardists to Japanese farmers, and from Mexican farmwork and culinary traditions to Southeast Asian agricultural innovations, these communities have transformed the region's agricultural landscape and helped create the diverse, lively food culture we enjoy today.
"As the Central Valley faces mounting environmental and economic challenges, the Salt of the Earth Campaign reminds us that solutions are rooted in the knowledge, cultures, and lived experiences of those who have stewarded this land for generations. By bringing people together to learn, share stories, and take collective action, the campaign inspires communities to build a more just, resilient, and sustainable future," said Estela Galvan, the Pan Valley Institute’s economic justice coordinator.
This campaign supports PVI's plan to build a network that connects farmworkers, small farmers, and food entrepreneurs. It will be an important first step in helping these groups share experiences, build relationships, and recognize their collective strength. Our campaign's many assets include a podcast, a landing page, multimedia exhibits, poetry, and fundraising events.
There will be opportunities for photo-ops and interviews with guests and participants. For more information about the event, visit https://panvalleyinstitute.org/soels/. Register here https://mobilize.us/s/zV3W0h
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The mission of the Pan Valley Institute (PVI) is to create spaces where immigrants and refugees feel safe and welcome, learn from one another, reclaim their cultural rights, and foster a sense of belonging and empowerment for social change by enabling conversations in multiple languages.