The article reflects on how to feed a growing world population in a context of natural resource scarcity and considers the 2012 World Water Day as a means to open an international debate in order to identify strategic choices capable of combining, globally and locally, the objective of food security with that of water resource protection.

Using the Central Coast of California as a case study, this article argues that a nexus of ambitious growers and a growing state agricultural bureaucracy worked to create a “brand name” and teach cultivation approaches with increased production and expanded markets. But these same actors also made efforts to keep the long-term health of the industry and the community in mind.