The media is an extremely powerful tool. When most of us think about the media, it is usually in a negative way. The media can affect the society in which we live in many ways both positively and negatively. The media present in every aspect of our everyday life. We depend on it to inform us on the state of our local and world status. The media resource should not be overlooked by any business, large or small. It is vital that businesses today learn how to use this resource to improve our economic value. California’s agriculture has taken a financial beating over the past five years. The 3 years experience acquired as a production manager at a local alfalfa company has brought to light the impact Central Valley agriculture has on the world. Alfalfa is the primary means of feeding cattle. The large and small cattle farms relied on our high quality feed for their organic and non-organic product. The cost to produce organic alfalfa is higher that non-organic alfalfa. If this wasn’t enough, the drought experienced in Central Valley a few years ago raised the prices even higher. This forced some small organic cattle farms (locally and nationally) to close their doors a few years ago. The organic industry is a multibillion dollar industry that is expected to compound 14 percent in the next three years (Daniels, 2014). This industry only compounded by nine percent in 2011(Smith, 2012). This prompts one to wonder what caused this to rise in consumption of organic products. In comes the media. The media is a powerful tool that has helped dictate the choices most people make since America’s first social media president, John F Kennedy. There is a good reason that most people that watch too much television find themselves eating too much fast food. The constant influx of fast food commercials promoting restaurants from McDonalds to Jack in the