. >> reporter: in fact, consumers want it so much, dave phippen's farm in the northern central valley suffered an almond heist- - -a "nut job", you might say-- just a few years back. >> they called it the nut nappers and they actually got ours over the fourth of july weekend. >> reporter: a third generation farmer, phippen has so-called "senior water rights," granted to his land in the early 20th century in exchange for loss of water when rivers were dammed. but he too is blamed for using one gallon per almond. >> we're used to having a halo, and now all of a sudden we've become the demon. >> reporter: we set up this shot, but i think people looking at it are gonna see the water puddling here, in drought- stricken california, and think "this can't be the most efficient use to which you can put water at this point." >> it won't be lost. we don't put any more water on that'll go beyond the root zone of the trees. this orchard won't receive water again for about 14 days. >> reporter: but it's a gallon of water or more for every almond you grow. >> the gallon is so precious. we only have