A Central Valley movement that went viral on social media and spread further through bumper stickers is now highlighted in a PBS series.

Each week, a half-hour episode of “American Grown: My Job Depends on Ag” explores “how agriculture touches us all,” with stories that rarely make it to California’s established media outlets.

The first episode – streaming for free on PBS.org – delves into the urban-rural divide, explaining how a decal harnessed a shared frustration and brought together a fragmented ag community. Assemblymember Devon Mathis says in the documentary the movement has given the Legislature “an opportunity to push back on some of the things we’re hearing” with emotions-based issues. Founder Steve Malanca phrases it as “waking up a sleeping giant.”