Photo by Jeremy Bowman

By Brian Milne, Holloway, Vice President of Marketing

LOST HILLS, Calif. – Since 1932, Holloway has been a household name in Central California agriculture.

And over the years, Holloway has advertised Holloway gypsum and its soils-first services just about everywhere: on its semis, billboards, magazines, even employee belt buckles.

But for its 90th anniversary in 2022, Holloway wanted to do something bigger. Like really big:

Holloway wanted to put this Central California-based, family company on the global map, and put together a “huge” campaign that captures what the 90-year company is all about:

• improving soils

• here in its own backyard

• with a campaign that was so big it could be seen from, well, space?

So, Holloway’s team of soil experts – consisting of members from its farm services, environmental and ag teams – decided to disc a giant 90 in the gypsum-laden soil behind the Holloway mine and landfill facility in Lost Hills, California. 

A 90 that’s big enough to be seen from planes at 30,000 feet, and even space if you know anyone that’s orbiting the planet (you can technically spot it from an altitude of 100 km, the official start of space at the Kármán line).

The giant 90 – which spans more than 5.6 acres and four football fields — not only pays homage to Holloway’s 90 years but showcases some of the many ag services (precision discing, redevelopment, soil sampling, etc.) today’s Holloway offers. And it also reminds us where it all started … at Holloway’s Lost Hills mine, where Holloway’s Golden Gypsum was first discovered back in 1932.

The Holloway 90, measures more than 400’ x 600’, and was disced by Holloway Ag Operations Manager Alex Parsons, and marked and filmed via drone by Holloway Director of Engineering Jeremy Bowman and filmed on the ground by Vice President of Marketing Brian Milne.

“It’s like we always say, go big or go home,” Parsons said, looking back at the project. “We went big, and you can say the mine is our home. It was just a super fun deal to be a part of.”

Fun indeed. A great way to kick off Holloway’s 90th anniversary celebration for 2022, the first of many surprises the company has in store for the coming year. 

Other surprises include Holloway 90th anniversary giveaways, classic photo galleries from Holloway and Central California agriculture over the decades, a customer appreciation event, 90 for 90 videos from long-time growers, and much more.

To follow Holloway’s year-long anniversary celebration, follow its social media channels or visit for more details.

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