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Packer Editor Chris Crawford reached out to Limoneira for an update:
(Chris Crawford): What types of citrus do you offer in the summer?
(LMNR): Limoneira's California summer offering consists of classic lemons, Meyer lemons, pink lemons and our proprietary seedless lemons. Additionally, we are offering our summertime Valencias.
Our One World of Citrus™ platform rounds out our summer offering with lemons and navels from our international operations.
(CC) Any changes in production?
(LMNR): Weather has not been a factor in our California summer citrus production. However, in South Africa, the weather has wreaked havoc on navel production and has caused split ends. Chile has received much needed rain, and this has delayed some harvesting, it hasn't been a major problem.
(CC): How do you predict this summer will be different or similar to last season for you?
(LMNR): For lemons, we are anticipating lower supply from California. This coupled with rising consumption will cause us to increase our deliveries from our international networks.
(CC): What are you seeing with the easy-peelers -- category growth, trends, supply?
(LMNR): Easy-peelers continue to grow into a crowded space. Our offerings out of South Africa and Chile are niche supplies that help supplement our customer's needs.
(CC): What consumer trends are you seeing with summer citrus? Last year this story included organic, misfits and citrus in meal delivery kits.
(LMNR): Sustainability continues to be an important issue with consumers as does producing in responsible ways. Millennials are especially embracing this, and our Citrus Misfit's™ program continues to be popular.
(CC): Any new marketing promotions you have planned for the 2017 summer? Please describe.
(LMNR): We offer complimentary and value-added promotions for our grocery and food service partners including:
- Promotional videos for their shoppers and guests from Megan Roosevelt, Founder of Healthy Grocery Girls and Limoneira Citrus for Life Spokesperson
- One million consumers geographically deployed for their initiatives
- National blogger network
- Opinion leaders in Health, Beauty, Culinary, Green Cleaning
- Robust social marketing
- In-store/unit merchandising
Our Editorial calendar for the summer includes great tips for our Grocery Retail and Foodservice Partners. Our new Tasti-Tuesdays ™ short form videos are creative and fun and are getting a lot of play with our customers. Content for summer months follows:
Graduation means accomplishment and perhaps additional skill attainment. In June, we look at the changing world of agriculture and careers that are possible in feeding the world. We also celebrate Dad's for Father's Day with Citrus BBQ and other tips.
Summer offers infinite possibilities for in-nature pursuits. BBQs, al fresco dining, hikes and bike-rides are just a few ways to enjoy the season, and we offer easy, delicious ways that citrus can add to the fun.
This month we celebrate Global International Youth Month and three great lemon holidays: National Lemonade Day, National Lemon Juice Day and for our pie passionate friends, Lemon Meringue Day. Lemon Up!
Mom has a lot on her plate in her role as chief Household Officer-We make it easy for her this month with some great tips for easy/tasty/nutritious kid's lunches.
(CC): How do you recommend retailers promote summer citrus in their produce departments this season? Cross-merchandising, promos, etc.?
(LMNR): Cross Merchandising is great and can increase basket rings. Consumers are time pressed, and they are looking for items that are easy, quick and different. Recipes that resonate with them are important.
(CC): Any trends you're seeing in food-service/consumer meals for summer dishes?
(LMNR): Meal kits have been popular and you're seeing retailers offer versions. We follow Technomic closely. International flavor combinations continue to make in-roads. Also, aging populations continue
to embrace food as medicine. Kale is now mainstream-We have a great Spicy Sautéed Lemon Kale recipe.