California's northernmost counties, rich in land and available labor, are attracting new attention this decade. Business and industry prospects are eager to tap the two resources projected to be at a premium many places in the next century. Candidates range from call centers to computer software developers.

"For companies that need to tap large labor supplies, we have a niche that we can fill. Obviously, there's a tremendous amount of land, and some very aggressive communities willing to make some very good deals," said Robert Berry, president and COO of the Northern California Industrial Development Executives Association. The regional marketing association, better known as Norcal IDEA, represents the state's 20 northernmost counties.

Diversification has become a key goal in a resource-based economy that has relied heavily on forestry, agriculture and seafood processing, said Berry, who also is a regional business development specialist for the California Trade and Commerce Agency. While the region is seeking to expand its key industries and add value through food and forestry processing, Northern California also is seeking new avenues for future growth.

"We're targeting medical device manufacturing and machinery and equipment and information services," said Jim Zauher, general manager of the Shasta County Economic Development Corp. In addition to new out-of-state interest, Zauher has witnessed more relocations from heavier populated regions of California by companies seeking lower land and utility costs in a county mid-way between Seattle and Los Angeles.

Western Wire in July announced the relocation of its custom computer and electronics machine parts manufacturing operations from Silicon Valley's San Jose to Skypark Industrial Park outside Redding. The twin draws of low costs and quality of life have helped Shasta County cities such as Redding enjoy 60 percent population growth in the past decade. Adjacent to Redding Municipal Airport, eight miles from downtown Redding, are 1,600 acres (640 hectares) of private and public industrial land boasting the added enhancement of Shasta Metro Enterprise Zone tax credits.

The international fiber glass insulation maker Knauf Fiber Glass is building a $100 million plant expected to open in late 1998 in the city of Shasta Lake. The company cited location as a major factor, and also benefited from a package of Shasta City incentives ranging from the construction of a new access road to discounted utility costs to a return of 30 percent of any property tax increases for the next 17 years.