The Future of - Irrigation

PROFILE:

Mark Pedicone / Doug Callison / Dave Fujino

Doug Callison is a seasoned veteran with 45-years in the irrigation industry, boasts a diverse career spanning distribution, manufacturing, and consulting. Holding 11 patents for irrigation control system applications, he spent 32 years as a Product Manager and Water Conservation Manager at Rain Bird. Currently serving as President of Callison Irrigation Consulting, Doug remains dedicated to advancing irrigation water conservation initiatives alongside industry partners.

Mark Pedicone has been in the landscape irrigation industry in Southern California for over 40 years. After attending Fullerton College, Mark graduated from Cal Poly Pomona with a B.S. in Ornamental Horticulture. He had a short stint managing a retail nursery. Mark entered the landscape irrigation field and he was hired by the Irrometer Company to be their landscape irrigation specialist. In the three years that Mark worked for Irrometer, he had a chance to experience many aspects of the landscape irrigation trade in Southern California. He got to work with the leaders in landscape architecture, irrigation design, distribution, and with many irrigation manufacturers. During this time Mark was one of the original founding members of the Southern California Xeriscape Committee and served with that group for many years.
Shortly thereafter, Mark was hired away from Irrometer to become the Southern California District Sales Manager for Rain Bird, where he managed the largest irrigation market in the country. During his time as D.M. for Rain Bird, he was awarded their District Manager of the Year award. Mark also served during this time as the President of the Southern California Turfgrass Council, an organization of landscape professionals involved in the turfgrass industry.
After serving for over 5 years in this capacity he went on to become their commercial product manager in charge of development of all turf commercial products. He worked on such products as Maxicom, PE valves, Backflow, RainCad and IDA, 1800’s and VAN nozzles just to name a few. After serving as product manager for 6 years, Mark left Rain Bird and worked as a Water Conservation Specialist working with numerous HOA’s and Property Management groups in Southern California helping them to develop water conservation plans and irrigation retrofit programs.
Mark then went to work for Hydro-Scape Products, where he started their Hydro-Safe/Specification division. He was directly responsible for the sales of some of the largest central control systems in this market including the City of Walnut, City of Irvine, La Dera Ranch, and Los Flores to name a few. He was then promoted to General Sales Manager and served in that capacity managing a sales force of nearly 20 outside salesmen.
From 2009 to 2016 Mark worked to help ET Water become one of the leaders in smart irrigation control systems as their Regional Sales Manager, Marketing Assistant, local Sales and Sales Support, and helped to develop their distribution business for the company.
From 2016 to present Mark has been employed by Imperial Sprinkler Supply company and works within the Imperial Technical Services department as liaison between the division and manufacturers, as their business development sales person working with cities, municipalities, HOA’s and others.

Dave Fujino has served for more than 17 years as the director of the California Center for Urban Horticulture (CCUH), Co-Director of the UC Nursery and Floriculture Alliance at UC Davis and past Chair of the Saratoga Horticultural Research Endowment.  He earned his B.S. in Plant Science at UC Riverside, and his M.S. and Ph.D. from UC Davis in Environmental Horticulture and Plant Physiology.  Fujino’s experience includes over 17 years in senior level management with a large wholesale horticultural company. His expertise includes organizational development, operations improvement, information technology, strategic planning, marketing, research and development, training, fund raising, and other areas.  In 2017, he was inducted into the Green Industry “Hall of Fame” for having a positive impact in the horticulture industry. His current focus is on the implementation of the SmartLandscape initiative at UC Davis, which demonstrates different landscape projects designed to conserve water and to meet the California’s Model Water Efficient Landscape Ordinance by leveraging current irrigation technologies.