Three commercials featuring growers and consumers talking about agriculture are heading for cable television.

Produced by the U.S. Farmers and Ranchers Alliance, the one-minute spots are scheduled to air from mid-November through Christmas on the Discovery Communications network. Channels include TLC, Discovery, Discovery Science, Discovery Fit & Health, Identification Discovery, Planet Green and Animal Planet.

The commercials are part of a multiyear effort to create a dialogue and positive messages about agriculture, said Ray Gilmer, vice president of communications for the United Fresh Produce Association, Washington, D.C.

One features Ken Oneto, an Elk Grove, Calif., grower of artichokes, cherries, tomatoes and grapes.

United Fresh and Irvine, Calif.-based Western Growers are council members of the alliance.

Gilmer said the goal of the alliance, which formed last year, is to reach bloggers, columnists, nutritionists and other opinion leaders.

The alliance has a budget of about $10 million per year, funded in part by grower/rancher assessments through commodity promotion programs for dairy and beef.

Gilmer said it is important for the campaign to represent all of agriculture.“The No. 1 point is dialogue,” he said. “Cattle producers have a very different set of issues than produce growers, but the idea is to create an opportunity for dialogue and trust.”

The alliance said it expects 82 million impressions from the ads.