issue: 83
January 2017
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In this issue:

5 Consumer Trends for 2017

As we turn the corner on 2016, there's a bright new year ahead of us full of possibilities and new opportunities. Limoneira's sustainably produced citrus travels the globe to reach grocery retailers, restaurants and culinary outposts and, of course, the world's consumers.

New creations continue to reach our collective consciousness and how we all conduct business has transformed mightily over even the last few years.

January is the perfect time to look at what trend prognosticators see on the horizon and each year we check in with the folks at to see what the foreseeable future holds. We offer five of their trends here. Opportunities lurk.....

Capacity Capture - A New Angle On Sustainability

Trends emerge as innovators raise expectations around an element of the customer experience, these new expectations then form waves that surge into - and then break over - other areas, industries and markets.

Take the sustainability mega-trend. The eco-friendliness of your products is now assumed.

Meanwhile the sharing economy, peer-to-peer consumerism and the rise of access-over-ownership business models have radically recalibrated consumer expectations around utilization and waste. When you can pay to use cars by the minute, access office space by the hour, eat your food cooked by your neighbors and more, then 'traditional' business processes suddenly start to look even more wasteful.

Which is why, in 2017 smart brands will broaden their thinking around sustainability and turn their attention to Capacity Capture.

Capacity Capture means finding and unlocking exciting new sources of value, or finding creative new ways to eliminate any wasted resource.

New technologies will give consumers new surpluses, and brands innovative new CAPACITY CAPTURE opportunities.

May 2016 saw Nissan launch a scheme allowing UK-based owners of the Nissan LEAF car and e-NV200 electric van models to sell back their vehicle battery's stored energy to the National Grid. Created in partnership with power company Enel, the Vehicle-2-Grid (V2G) system will be available at 100 charging units across the country, where the transactions can take place. Nissan also announced plans to launch xStorage: a similar battery platform for the home that allows users to power their homes more affordably by charging it at off-peak times and using the stored electricity when costs are higher.

Big Brother Brands - But This Time, They'll Be Welcomed

Convenience. Seamlessness. Relevance. Customer expectations around these intertwined basic needs will reach new heights in 2017. And while in George Orwell's 1984 Big Brother was a dystopian overlord, the relentless desire for (what would have only recently been) magical levels of personalized service will meet new intelligent technologies and lead to a new generation of Big Brother Brands. But now we'll willingly be watched.

Two new currents are propelling this trend forward in 2017. First, the upcoming displacement of the screen as the primary way of interacting with our digital devices. All major tech players have been vocal in their belief that voice will be the interface of the future. And 2016 was a tipping point in terms of speech recognition: Baidu's voice technology is now faster and more accurate than typing on a smartphone keyboard. And it's not even close: the input rate was 3.0x faster for English and 2.8x for Mandarin Chinese; while the error rate was 20.4% lower in English and 63.4% lower for Mandarin Chinese! (Stamford, August 2016).

Virtual Experience Economy - 2017's Newest Status Symbol: Digital Experiences

In 2017, the Experience Economy will gain a new dimension: that of the Virtual Experience Economy.

Digital experiences will quickly come to carry a status-weight equal to 'real' experiences, if not become more sought-after and prized.

Status has always been defined by scarcity and abundance. In a consumer world of material abundance, the experiences people chose formed an increasingly important part of their identities. While limited and hard-to-access physical experiences carried even more elevated currency.

Next the virtual experience economy will shatter much of this logic: in a truly infinite and boundless virtual world the usual physical limitations of cost, accessibility and personal capability no longer apply to experiences, making consumers' time the only scarcity.

As a result, the experiences an individual chooses will make an even stronger statement about 'who they are' as an individual than in the physical experience economy of the past decades. And that's a status offer few consumers will refuse to embrace.

Of course, this is a tech-fueled trend. But success in the virtual experience economy will still require tapping into deep human behaviors. So we need to ask ourselves: how can we create virtual experiences that consumers will value - and want to share - more than they do their experiences in the real world?

Worlds Apart - Where Next?

2016 saw the economic, social and cultural impacts of globalization thrown into sharp relief. Again. But this time, the narrative is framed by immigration, job automation, depressed wages, a deeply uneven recovery from the Great Recession, generational and racial divides, terrorism fears, the ongoing refugee crisis.

Purposeful brands will find renewed opportunities in helping people understand their changing relationship to home - be that their nation, city or neighborhood.

But those opportunities will come in two contrasting flavors: new global citizens will remain committed to the idea of an open and interconnected world, while nation nurturers will favor a turn inwards, seeking solace in the familiar.

Check out two interesting examples here.

Incognito Individuals - Anonymity Makes a Comeback

There is movement afoot for businesses to embrace the realities and possibilities of post demographic consumerism. As this mega-trend has developed, two powerful new directions have emerged: brands are increasingly now recognizing non-traditional yet more authentic demographic segments (just last month, 17-year-old makeup artist James Charles became the first male face of Covergirl); at the same time new volumes and sources of data are also taking many businesses closer to the nirvana of catering to a 'segment of one' at a mass scale (think Spotify's Discover Weekly, which sees over 40 million users receive a unique playlist every Monday).

While customers will welcome the greater relevance that comes with both these approaches, true flexibility and fluidity means there will still be moments where everyone wants to break out and explore. Without any prejudice, constraints or repercussions.

As customers hand over more control to algorithms the urge to step outside one's personal data-straightjacket will only grow. And let's not pretend that new platforms have transported us to a digital utopia. 2016 saw Airbnb publicly struggle with story after story of discriminatory hosts captured by Airbnb while October 2016 saw the publication of study showing that Uber and Lyft drivers were more prone to cancel rides requested by users with black-sounding names.

That's why 2017 will see opportunities for brands, products and services that enable incognito individuals to be free. Voice masking software reduces interview bias, a US-developed platform for engineers to practice technical job interviews, announced a feature that disguises both the interviewer's and candidate's voices. Using Twilio's cloud communications technology and proprietary voice software, the service alters voices to sound androgynous, add synthetic elements or sound like animals to eliminate interview bias. Users can reveal their identities should they want the interview process to continue.


Established in 2002, they help forward-thinking business professionals in 180+ countries understand the new consumer and subsequently uncover compelling, profitable innovation opportunities. With offices in New York, London, Singapore and Amsterdam and 3,000 trend spotters, TRENDWATCHING.COM is the go-to-group for shedding light on our complex world.

article2TV Tokyo Films at Limoneira Ranch

In December, filming for TV Tokyo's prime time program Future Century Zipangu took place at Limoneira ranch. The production team captured content on Limoneira's new packing house, solar orchards, environmental water ponds and farm worker housing. Alex Teague, Limoneira's COO was interviewed about the company's ONE WORLD OF CITRUS™ model and global exports.

Future Century Zipangu is a weekly economic forecast TV program that strives to evaluate the world and fathom what tomorrow will bring. It airs every Monday from 10 pm to 10:54 pm and the average rating is about 5 % in Japan.

TV Tokyo is one of six commercial TV networks in Japan. It has a close relationship with MSNBC and its parent company, is NIKKEI, Japanese version of Wall Street Journal. NIKKEI is the owner of the Financial Times. The programming is economy oriented program and highly regarded in Japanese business world.
Have a Healthy New Year With Limoneira Citrus

2017 has arrived, and brought with it the usual slew of New Year's Resolutions and post-holiday focus on health, and there's no better tool for a fresh start than citrus fruits. This month, Limoneira spokesperson and founder of Healthy Grocery Girl Megan Roosevelt is excited to share some easy, DIY ways to boost your healthy lifestyle with lemons. From easy recipes sure to lessen the burden of mid-week cooking to simple ways to make exercising more pleasant, lemons are a friend to anyone determined to start the new year off on the right foot.

For a demonstration, you can view Megan detail her fresh New Year tips and recipes below. Don't forget to subscribe - videos with more wonderful tips and tricks will be added to the channel each Friday.

Beginning this month and continuing throughout 2017, Megan will be producing weekly videos that demonstrate fun, easy and healthy tips to get your year in great shape.

Take a look at some great new examples here:

Mason Jar Salad with Lemon Vinaigrette - Meal prepping is an important way to cut down kitchen time during a hectic week. With this simple recipe and a mason jar, eating healthy all week long is easier than ever.

½ cup organic virgin olive oil
2 tbsp apple cider vinegar
1 whole lemon, juiced
1 tbsp 100% real maple syrup
1 tsp garlic powder
1 pinch of sea salt and pepper

Directions: Add all ingredients to a container or mason jar. Whisk, or if the container has a lid, you can shake ingredients together until thoroughly mixed.

½ cup kidney beans
¾ cup cooked quinoa
½ cup sweet orange bell pepper
1 cup spinach
2 tbsp hemp seeds

Directions: Add salad dressing at the base. Then add kidney beans, quinoa, veggies, lettuce and hemp seeds on top. Enjoy!

Lemon Detox Smoothie - New Year, new you! Now that the holidays are behind us, it's time to get back to that healthy you - and lemons are here to help. This wonderful smoothie is a quick, tasty and healthy way to start your day, end a workout, or just as a midday snack.

1 small cucumber
1 cup spinach
1 tbsp lemon juice
1 apple
1 serving plant-based protein powder
1 cup water (or non-dairy milk)
1 cup ice

Directions: Add all ingredients into a high-speed blender. Blend together and enjoy.

Simple Lemon Yoga Mat Cleaner - Exercise is an important component of a healthy lifestyle. For those folks who, like Megan, enjoy the purifying practice of yoga as part of their fitness routine, this next tip will help keep that yoga mat fresh and ready to go at a moment's notice - in the easiest, most natural way possible.

3 parts water
1 part fresh lemon juice

Directions: Combine ingredients and whisk together. Add to a spray bottle. Spray yoga mat when needed and wipe down with a clean rag or sponge.

Each month, Megan will be featuring another wonderful facet of lemon living. Subscribe to Limoneira's Youtube channel for more information on the many ways this endlessly versatile fruit can improve life inside the home and beyond.

SNEAK PEEK February 2017 - February is the month of love and beauty, and citrus provides a number of benefits for skin and hair. Couples can enjoy lemon drop martinis and learn how to create eye-catching complexions.

article4Limoneira Global Health Opinion Leaders Share Nutrition Expertise

Good health is universally desired (but unfortunately not enjoyed by all). Fortunately the world is becoming more internationally connected and nutritional expertise is a mobile device away. Limoneira has linked with talented individuals in the health arena. Their passion, focus and energy is on improving well-being in body and mind. We encourage you to reach out to them for advice.

Christine Palumbo - Chicago

Christine Palumbo is an award-winning Chicago area registered dietitian nutritionist and nationally known nutrition and health expert who partners with organizations to develop and promote balanced nutrition and active lifestyle messages. Her down-to-earth advice from the latest evidence-based research has been featured in hundreds of TV and radio programs, as well as magazine, newspaper and web site articles. Passionate about making healthy eating achievable, Christine shows how to make nutritious food simply, frugally, easily, and tasty. Christine is a columnist for Chicago Parent and a Contributing editor, Environmental Nutrition. She's also an Adjunct Faculty member of Benedictine University. She's a lemon enthusiast. Her grandfather immigrated from Greece and he raised Christine's mother, who in turn, raised Christine on all sorts of Greek comfort foods with lemon sauce such as braised lamb with avgolemono sauce. Her Italian grandparents were also lemon lovers. Christine says she raised her three children on lemons and two of them are new parents themselves and believes the tradition will surely continue. Christine's informative website is

Corinne Dobbas - San Francisco

San Francisco based Corinne Dobbas is a wellness coach, speaker, and registered dietitian with a Masters in Nutrition. Specializing in weight loss and wellness coaching, Corinne empowers people to make the healthy lifestyle changes they've wanted to make for years (but haven't). She's a regular contributor to various health and wellness publications, and her weight loss advice, recipes, and healthy living tips have been featured in numerous media outlets. Corinne helps her clients create a healthy lifestyle (they love) using a holistic, life-encompassing approach. Her website includes excellent weight loss tips, wellness advice, healthy-living motivation and a free newsletter loaded with great information. Her mission is to help her clients feel good in their skin.

Bethany Duffield - Lima

Bethany Duffield is a consultant at Story Consulting: Innovations in Global Public Health, and is based in Peru. She has been working in the field of public health for the past ten years, seven of which were spent in East and Southern Africa, two in the Middle East and one in South America. During this time her work has focused particularly on community nutrition, food security, gender roles and health education within primary healthcare. As a consultant for Story Consulting, Bethany has gained expertise in quantitative and qualitative research and contributed towards the creation of a new non-profit organization with her vision and management skills, laying the foundation for a new voice advocating for global access to primary healthcare and health education. Inspirational and thought provoking narratives exist and can be found by visiting

Jocelyn Black - Toronto

Jocelyn Black is health coach based in Toronto Canada, where she specializes in holistic nutrition. Motivating others to be happy and healthy is her passion. Having struggled with eating disorders herself, Jocelyn brings a sensitive touch to change management, and she approaches health and wellness with compassion, understanding and a sense of humor. She believes that to live holistically means creating a love affair with one's life, choosing whole foods that promote optimal health and working to achieve balance between body and mind. More information can be found by visiting Jocelyn's comprehensive website:

Minsoo Go - Seoul

Minsoo Go is a fitness specialist based in Seoul Korea. She has written for HiDoc, one of the largest medical source web page and Monsterzym, one of Korea's most popular fitness forum sites. She notes that as a young girl, the only expectation of her was to study and says that young people in Korea are not taught that physical activity helps keep one's mind healthy. Minsoo has been sharing her personal story with others to raise people's awareness that it's important to lead a healthy and balanced life. She began getting serious about fitness when she was in college studying at the University of Texas at Arlington (she went on to obtain her MBA from Texas State University). She became a fitness instructor and began teaching various group exercise classes such as Zumba, yoga, kickboxing and weight training. She has also competed in fitness modeling competitions and been very successful (

Dr. Roger Adams - Dallas/Houston

Dr. Adams is a weight loss and fitness expert as well as a doctor of nutrition and is based in Houston, Texas. He is the founder and owner of eatrightfitness®, an evidence-based private counseling practice focusing on: weight loss, disease prevention/management, and sports performance nutrition. Dr. Adams believes no one has the same nutritional needs. Therefore, he customizes nutrition programs to fit the individual needs of his clientele. Dr. Adams works one-on-one with clients as they strive to meet their personal nutrition and fitness goals. In addition to direct nutrition counseling, Dr. Adams holds group nutrition education sessions and classes. He speaks at business seminars, health fairs, and non-profit organizations about the ever-changing field of nutrition.

Susan Dopart - Los Angeles

Susan B. Dopart, MS, RD, CDE, is a nutrition and fitness consultant who has been in private practice for more than 20 years. She specializes in child and adult medical nutrition-related issues. Before establishing her own practice, Susan worked at UCLA as both a medical and kidney dietitian. As a consultant, Susan has worked for UCLA Medical Center, UCLA Extension, the Beverly Hills Country Club, Sebastian International and Procter & Gamble. She has written and contributed to multiple publications, including The Huffington Post, SELF Magazine, UCLA Medicine, Best Life, Men's Health, and Diabetes Health. After receiving her bachelor of science degree in nutrition and clinical dietetics from UC Berkeley, Susan earned a master of science degree in exercise physiology and sports medicine from California State University, Hayward. She is a certified diabetes educator. Susan is the author of A Recipe for Life by the Doctor's Dietitian - a nutrition guidebook, resource, and teaching tool with cutting-edge nutrition information, and Healthy You, Healthy Baby: A Mother's Guide to Gestational Diabetes. Her mission and passion are helping her clients find lifestyle solutions for optimal health and well-being.

Vilasi Venkatachalam - New York

Vilasi Venkatachalam is a greater New York based Registered Dietitian. She has extensive experience mining fascinating nuggets about cuisines, cultures and cures from markets, bazaars, souks, roadside stalls and backyards and weaves them into "An Inspired Palette" of personal cuisine and transformation tools. A popular speaker, Vilasi also designs dietary portfolios and menus populations celebrating their cultures. The message in her methods is to do old things in new ways, new things in old ways and become your own guru. Vilasi is a lemon fiend and says that in India, the season for making lemon preserves, pickles and other delights is just around the corner. A treasure trove of inspiration can be found by visiting
article5U.S. Public Health Service Commissioned Corps - January: National Healthy Weight Awareness Month

It is the mission of the U.S. Department of Health & Human Services (HHS) to enhance and protect the health and well-being of all Americans. The Department fulfills that mission by providing for effective health and human services and fostering advances in medicine, public health, and social services.

The department's Commission Corps is an elite team of over 6,500 highly qualified health professionals whose mission is to protect, promote and advance the health and safety of the nation. With duty stations in over 20 federal departments or agencies, the Commissioned Corps officers deploy nationally in support of public health responses to man-made or natural disasters. The Corps is composed of professionals from multiple disciplines including physicians, dentists, nurses, therapists, pharmacists, environmental health practitioners, dieticians, engineers, veterinarians and scientists.

This month, the Corps is providing information that can help us all in light of national healthy weight awareness month:

Importance of Physical Fitness

Even though the weather has cooled off, now is not the time to slow down. Physical activity is important. People of all ages who are generally inactive can improve their health and well-being by becoming active with moderate intensity on a regular basis. However, when one changes their level of activity, consult a health-care provider for individual considerations and/or restrictions. The following are some of the identified benefits of a regular exercise program:
Control Weight: Physical activity and diet are two important components in controlling your weight. To maintain weight, 150 minutes of moderated-intensity aerobic activity or 75 minutes of vigorous-intensity aerobic activity is required per week.

Reduced risk for cardiovascular disease: Heart disease and stroke are the two leading causes of death in the United States. To reduce risk for this disease, a minimum of 150 minutes/week of moderate-intensity aerobic activity is required.

Reduced risk of Type 2 diabetes and metabolic syndrome: A minimum of 120 to 150 minutes per week of moderate-intensity aerobic activity will lower rates of Type 2 Diabetes and Metabolic Syndrome.

Reduced risk of some cancers: Physical activity reduces the risk of colon cancer and breast cancer.

Strengthened bones and muscles: A minimum of 120 to 300 minutes per week of moderate-intensity aerobic activity that includes muscle-strengthening and weight bearing activities can help in preventing bone density loss.

Improve your mental health and mood: Aerobic and strengthening exercises for 30-60 minutes 3 to 5 times per week can assist in thinking, learning, and judgment skills.

Increase your chances of living longer: People who are physically active for about 7 hours a week have a 40 percent lower risk of dying than those who are active for less than 30 minutes a week. A minimum of 150 minutes a week of moderate-intensity aerobic activity is required to reduce this risk.

View additional details and suggestions on how to incorporate beneficial practices into your daily or weekly routine here.
article6Kathy Long Retires After 20 Years of Professionalism as A Ventura County California Supervisor

Kathy Long retired after 20 Years on the Ventura County Board of Supervisors. Kathy has been a dedicated friend of Limoneira's and we expressed our appreciation with the framed token of our appreciation. Thank you Kathy Long for your friendship and years of dedicated service to The Heritage Valley. We will miss you.

We welcome Kelly Long (no relation) of Camarillo to the seat as our new Ventura County District 3 Supervisor.
article7It's All About Balance - Limoneira Creative Cocktails to Ring in 2017

Yes, we know that New Year's resolutions are right around the corner and high on the list of pesky-to-dos for the coming year, we will be eating and drinking with health in mind. That being said, everything in moderation....right? There's nothing like raising a glass with friends, and this month we highlight some creative cocktails that are not only fun, but do offer vitamin C benefits-after all they include Limoneira Citrus.

So enjoy and ring in the New Year filled with hope and promise. Our thanks to Clint Garman, from Garman's pub in Santa Paula, California. This master mixologist made the magic happen with these delights.

Limoneira Orange Twist

2oz Gin
.75oz sweet vermouth
1 spoon of maraschino
1 dash of orange bitters

Mix together all ingredients with ice and strain into a coupe glass and garnish with orange twist
Ingredients for Orange Bitters:

1 (750-milliliter) bottle grain alcohol, such as Everclear 151
1/2 pound orange peel pieces
1 teaspoon fennel seed
1/2 teaspoon coriander
4 cardamom pods
20 drops gentian extract

Prep: Orange Bitters:
Combine all ingredients in a 2-quart jar with a tightfitting lid. Close and store at room temperature. Let steep 14 days, shaking the jar every other day.  Strain alcohol from spices and store in a jar with a tightfitting lid in a dark place.

Limoneira Meyer Lemon Bourbon Smash

¼ inch thick slice - Limoneira Meyer Lemon 
2oz Bourbon
4 dashes of Orange Bitter
Club Soda

Vanilla Flavor Syrup:
1 vanilla bean, split in half and scraped
1 cup sugar
1 cup water

Prep: Make the simple syrup: In small saucepan, combine vanilla bean, sugar, and water. Simmer over medium heat for 5 minutes, or until sugar is completely dissolved, stirring occasionally. Remove from heat; let stand at room temperature until completely cool. Remove vanilla bean and discard. Transfer syrup to airtight container and refrigerate up to 1 month. To make the Meyer lemon-vanilla bean bourbon smash: In rocks glass, muddle the lemon slice. Add ice, bourbon, and bitters; add 2 tablespoons of the simple syrup, stir, taste for sweetness, and add more simple syrup as needed. Top the drink off with club soda.

Ingredients for Orange Bitters:

1 (750-milliliter) bottle grain alcohol, such as Everclear 151
1/2 pound orange peel pieces
1 teaspoon fennel seed
1/2 teaspoon coriander
4 cardamom pods
20 drops gentian extract

Prep: Orange Bitters:
Combine all ingredients in a 2-quart jar with a tightfitting lid. Close and store at room temperature. Let steep 14 days, shaking the jar every other day.  Strain alcohol from spices and store in a jar with a tightfitting lid in a dark place.

Citrus Collins A La Limoneira

1.5oz vodka
1oz Cointreau
1oz lemon juice
1oz cranberry juice
1 bar spoon of allspice dram

Shake ingredients with ice. Strain into a Collins glass over ice and top with soda. Garnish with lemon wheel studded with cloves.
article8Travel Secrets Films at Limoneira

The executive production team from the TV Documentary Series "Travel Secrets" visited Limoneira Ranch this month as part of their goal to introduce Ventura County to their viewers and naturally they wanted to include Santa Paula with its rich history. Limoneira was on the list of filming musts because according to the team "it is such an iconic part of Santa Paula".

Travel Secrets airs on DIRECTV Channel 379 (Uplift TV) every Sunday at 9:00 pm (PT) which currently has 55 million viewers nationwide and growing. The episode about Ventura County will be broadcast four times in January 2017. Travel Secrets is linked with tourism boards, businesses with unique travel and lifestyle-related messages, as well as organizations and individuals who contribute to the community, environment, history and culture.
article9Ventura County Healthcare Foundation Brick Campaign

The Ventura County Healthcare Foundation has established a brick campaign to strengthen the Ventura County Health Care Agency's capacity to provide quality health care for everyone. Each $500 donation will provide donors with an engraved brick (with a message of their choosing) that will be placed in the HEALING GARDEN at the Ventura County Medical Center. How you can donate.

The Ventura County Healthcare Foundation serves the Ventura County Healthcare Agency, the Ventura County Medical Center and the Santa Paula Hospital. Every day many people in Ventura County face obstacles to accessing health care. The Ventura County Health Care Agency is proud to provide a system which ensures access to quality, cost effective, culturally sensitive health care for all, especially the most vulnerable members of the community. This access is provided by over 3000 extraordinarily dedicated, talented and compassionate physicians and staff of the Health Care Agency and through their partnerships with community based organizations.
Limoneira Winner's Block

This month our lucky winner is Susan Whetzel from Spring, Texas. As our monthly winner,  Susan  has won a Limoneira Orchard Fresh or Lifestlyes Gift.  Congratulations  Susan !!!

For your chance to win, make sure you're on our mailing list to be entered into our monthly drawing. To join  click here  or visit our website at

Be sure to check out our other contests and drawings for additional changes to win prizes.