Governor Schwarzenegger To Ask Japanese To ``Savor California'' During Upcoming Trade Mission.

SACRAMENTO, Calif. -- Governor Arnold Schwarzenegger will ask Japanese consumers to "Savor California" through tourism and California Grown agricultural products during a special visit to Tokyo as part of his trade mission to Japan.

"California's agriculture and tourism

industries are central to the lifestyle we enjoy in my state," Governor Schwarzenegger said. "The beautiful places to see and the fantastic farm products to enjoy are part of why my family loves living in California. The people of Japan can experience the California lifestyle at home by buying our great California Grown products as well as by traveling to our state for their vacations. Through these opportunities, they truly can savor California."

Tourism is big business in California and significantly contributes to the state's economy. And farmers have worked together to position Californians' desire for healthy, fresh food as part of the state's unique culture.

"California's rich agriculture and strong ties to the land result in excellent, flavorful homegrown products," said Secretary A.G. Kawamura of the California Department of Food and Agriculture. "Our food production is a major reason why California is recognized for being healthy, diverse and lively."

And with more than 78,000 eating and drinking establishments located throughout the state, visitors have a diverse selection of California cuisine choices to experience.

"Dining is one of the most popular activities for visitors to California, and we have some of the leading restaurants in the country," said Executive Director Caroline Beteta of the California Travel and Tourism Commission. "Other food-related choices include festivals celebrating local agriculture or visiting one of our wine regions. Never has there been a better time to visit California and experience all that we have to offer."

The first event to be attended by Governor Schwarzenegger is "The Taste of California," which will take place Thursday, November 11 from 6 p.m. to 8 p.m. at the Grand Hyatt Roppongi Hills Ballroom and will simulate the popular Iron Chef Competition. Governor Schwarzenegger will unveil the secret California Grown ingredient for world-renowned California and Japanese chefs, who will make as many innovative, delicious concoctions as they can manage in the allotted time. They will be supplied with a complete pantry of kitchen staples and fresh, natural California Grown products. California cuisine and wines will be available to attendees, which will include Japanese food buyers and travel professionals. Also in attendance will be California tourism delegates representing key destinations and agricultural professionals.

The second event is scheduled for Saturday, November 13 at the Outdoor Arena at Roppongi Hills. Thousands of Japanese residents are expected to attend this Savor California celebration hosted by Governor Schwarzenegger, who will be making a memorable Hollywood, action-hero entrance and will urge people in Japan to ask for California Grown commodities when shopping and encourage them to visit California. He will conclude his remarks by presenting a free trip to California to one lucky attendee.

The Buy California Marketing Agreement (BCMA) is a joint effort of 28 industry groups representing the products of California's farms, ranches, forests and fisheries. Structured as an industry advisory board to the California Department of Food and Agriculture, BCMA brings together industry and government resources to increase the awareness, consumption and value of California agricultural products, helping the state's consumers enjoy the best of the California lifestyle. The "California Grown" campaign is funded by the California Department of Food and Agriculture, the U.S. Department of Agriculture and many California agricultural organizations. In 2002, California commodities exported to Japan totaled nearly $1 billion.

The California Travel and Tourism Commission (CTTC) is a non-profit organization with a mission to develop and maintain marketing programs- In partnership with the state's travel industry-that keep California top-of-mind as a premier travel destination. According to the CTTC, travel and tourism expenditures total $78.2 billion annually in California-with $668 million of that coming from Japan-support jobs for nearly 900,000 Californians and generate $3.2 billion in state tax revenues. For more information about the CTTC and to request a free California vacation packet, visit the CTTC's Web site at www.visitcalifornia.com or call 916-444-4429.