Issue: 116
November 2019
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In this issue:

Mixologist Spotlight-Hidetsugu Ueno-Bar High Five-Tokyo
Alpacas at Windfall Farms

Cathy Burns Talks Macro Trends, Opportunities In State Of The Industry  (PMA) Produce Marketing Association

At the recent Fresh Summit -the Produce Marketing Associations' largest trade show CEO Cathy Burns discussed global macro trends and consumer behavior trends during the annual State of the Industry address and she encouraged industry members to consider how they can leverage those trends to grow their businesses.
Burns wrapped up her talk with this question: "How do we as an industry be of profound use to consumers?"

She included in her presentation ways that companies need to be meeting consumer expectations and ways that companies, through their marketing, can meet consumers where they are.Regarding the former, Burns noted that a survey showed 28% of consumers said farmers should care most about sustainability, 72% expect social responsibility from their grocery retailers, and 62% expect the same from their restaurants."It's now up to us to deliver on those expectations of responsibility and sustainability throughout the supply chain," Burns said. "As a result, businesses are changing or more effectively promoting their sustainability practices."
For the second year in a row, Burns explained that research shows social media and video are key tools for companies to educate consumers about their practices in those areas.

People around the globe who use the internet on average spend 142 minutes a day on social media, and the top platforms are Facebook, YouTube, WhatsApp, Instagram and WeChat - and 90% of Instagram users are 35 or younger. Burns also noted that U.S. adults spend an average of 1 hour and 16 minutes watching videos on digital devices. Video is a powerful medium because retention of information is much better compared to text and the brain processes video much faster, she said. More than half of video is being viewed on mobile, and much of what is being viewed is being shared with others.
"Consider how you can use video to engage and educate your consumers," Burns said. She also highlighted three trends on a global level that companies should be cognizant of in the coming years: rapid urbanization, an aging population, and accelerating migration. Burns also discussed talent acquisition, e-commerce growth the plant-based food movement, among other topics, in the annual address.

Limoneira Attends-What's In Store-Retail Dietitian's Business Alliance-Philadelphia

We all know that health is an important aspect of life, but sometimes we forget to check in with our bodies to make sure we're actively staying healthy. 

So, when events that focus on pursuing that comes along, the industry jumps on board. This past Saturday, the Retail Dietitians Business Alliance (RDBA) in partnership with Fleishman Hillard hosted What's In Store, an event geared toward retail dietitians, the people working on the front lines to ensure that shoppers find that healthy balance. 
Limoneira was able to partake in this massively successful event and benefitted from the discussions, networking, and resources available to colleagues across the country.

"We were excited to hear from the 50+ retail dietitians that attended the What's In Store event. They are passionate about their work and were happy to hear how Limoneira can support their efforts," John Chamberlain, Vice President of Marketing at Limoneira "Retail Dietitians are on the front lines in the effort to get grocery shoppers-and consumers in general-healthy."
RDBA serves as the professional group to the more than 800 retail dietitians throughout the U.S. and Canada that work for or consult to supermarket chains, helping customers and employees with food, culinary, and nutrition issues.
"Because most buying decisions are made at the point-of-purchase, retail dietitians can have a direct impact on healthier food options ending up in the grocery cart," Annette Maggi, MS, RD, LD, FAND, and Executive Director of RDBA, said. "This event provides an opportunity for companies like Limoneira to partner with these retail health influencers for positive health and business outcomes."

The organization's mission is to foster the continuing business education and career development of current and future retail dietitians because it believes retail dietitians are uniquely positioned to profoundly impact public health while at the same time supporting the business of food retail. And Limoneira took note. The company's new app, The Produce Department is Nature's Pharmacy™-part of Limoneira's campaign, Take A Healthy Stand™- was featured prominently to much appreciation.
"At Limoniera, we know that good health and maintaining balance continues to be important to all of us, and that produce and citrus can be critical to this balance," said Harold Edwards, President and CEO of Limoneria. "We understand that people are busy and looking for solutions that are easy to incorporate into their busy lives, and The Produce Department at Nature's Pharmacy app does just that."
Limoneira cross-tabulated 57 health concerns (such as the need to increase good cholesterol, prevent cardiovascular disease, or ease insomnia) as well as desired outcomes (including improving energy levels or reducing wrinkles) with 74 fruits and vegetables commonly found in grocery stores. These items contain essential vitamins and minerals that address these concerns or help with desired outcomes. 

By selecting a concern or outcome, the app then generates foods in the produce aisle that can help consumers achieve their health goals. "The app is just one of several educational platforms to be launched as part of Limoneira's new Take a Healthy Stand platform, which showcases the many ways that citrus and produce can play a role in helping to alleviate serious health issues and enhance personal appearance and wellbeing," John explained. "The foundation underpinning Limoneira's Take A Healthy Stand is consumer-friendly messaging supported by research by the Institute of National Health and other objective organizations."
Essentially, the app is pretty much a game-changer: By consuming all the health benefits right at the source, shoppers will be able to focus more on their shopping needs. This convenience is available at their fingertips thanks to the app, right in the produce aisle.

"The Produce Department is Nature's Pharmacy and Take a Healthy Stand are important components of the Food as Medicine movement taking hold nationwide," said Megan Roosevelt, a Limoneira nutritionist and Founder and CEO of Healthy Grocery Girl®. "Food as Medicine maintains that fresh, healthy produce such as lemons can help avoid an expensive and perhaps less effective trip to the grocery department's supplement aisle."

The app can be found on the Apple App Store and Google Play Store. For the latest in produce meets tech, keep reading ANUK.
The app is just one of several educational platforms to be launched as part of Limoneira's new Take a Healthy Stand™ platform, which showcases the many ways that citrus and produce can play a role in helping to alleviate serious health issues as well as enhancing personal appearance and wellbeing. The foundation underpinning Limoneira's Take A Healthy Stand™ educational campaign is consumer-friendly messaging supported by research by the Institute of National Health and other objective organizations.
"The Produce Department is Nature's Pharmacy and Take a Healthy Stand are important components of the Food as Medicine movement taking hold nationwide," said Megan Roosevelt, a Limoneira nutritionist and founder of Healthy Grocery Girl®. "Food as Medicine maintains that fresh, healthy produce such as lemons can help avoid an expensive and perhaps less effective trip to the grocery department's supplement aisle."
Source: Lilian Diep, ANUK (And Now You Know)

amplifyingAmplifying Autumn With Limoneira

Limoneira Spokesperson, Megan Roosevelt, highlights flavorful and nutritious fall recipes for anyone at your table! 
This is an exciting time of year here at Limoneira and we hope that you at home will experience this thrill with us! Thanks to Limoneira Spokesperson, Megan Roosevelt, you can easily bring a delicious and simple lemon recipe into your home! 
This month we are highlighting something for any occasion that anyone at your table is sure to enjoy! Start your day off right an immune-boosting Lemon Muesli, stay warm during these colder months with Butternut Squash Quinoa Patties with an Orange Cranberry Sauce, and, finally, look no further to satisfy your sweet tooth than this healthier spin on dessert with this Orange Hazelnut Pumpkin Pie recipe. As fall kicks it into full gear, we hope these November highlights will find a place at your table filling you and your loved ones with love and joy!
Don't forget to subscribe - videos with more wonderful recipes, tips, and tricks not detailed in this release will be added to the channel weekly. For more details on the tips below, watch this video for the recipe below on  Limoneira™s YouTube Channel. 
Immune Boosting Lemon Muesli

2 cups of rolled oats 
1 Limoneira classic lemon 
1/3 cup of sliced almonds

Butternut Squash Quinoa Patties with an Orange Cranberry

1 cup cooked butternut squash
1 cup cooked quinoa
1/3 cup diced onion


Orange Hazelnut Pumpkin Pie

1 1/2 cup (15oz. can) of canned pumpkin
1/2 cup chopped hazelnuts
2 tabelspoons coconut oil


Limoneira has also partnered with additional global chefs and mixologists, nutritionists, and beauty lifestyle and green cleaning experts to share their knowledge with the customers of our grocery and foodservice partners around the world. Their biographies can be found on Limoneira™s website. 

solarNew Solar Project On Limoneira's Packing House Roof

Earlier this year, Limoneira announced the unveiling of the Company's latest solar project.
"Over two thousand Hanwha Q Peak solar modules have been installed on the roof of Limoneira's new packinghouse," said Limoneira Chief Financial Officer, Mark Palamountain.

 "This is expected to offset approximately 680 tons of CO2 and 420lbs of NOX annually."
This is the latest of Limoneira's 7 solar installations across the company which produce a total 7M KW annually, and in doing so, reduce 86,830 tons of CO2 over 25 years. Limoneira is one of the largest private users of solar energy in California.
Additional sustainability initiatives include a 12- acre green waste facility that processes an average of 1000 tons of waste each week that would otherwise end up in a landfill and a low-tech patented gravity-powered water treatment system. This 24,000 square foot project process 180,000 gallons of water daily, transforming waste into water that meets CA title 22 drinking standards.
"This latest solar project will not only fix our electricity rates for years to come. It will produce clean energy that can be stored in our Tesla batteries and deployed during peak energy periods to reduce brown-outs," said Harold Edwards, Limoneira CEO. "Our board and management have always maintained that it is possible to do well by doing good. We will continue to evaluate projects that make sound fiscal and sustainable sense."


kINGSKing's/Balduccis-Take a Healthy Stand

This November, Limoneira's Take A Healthy Stand™ Educational promotion will be rolled out to Kings and Balducci's stores in New Jersey, New York and Connecticut.  
Kings and Balducci's sells specialty products from local, national, and international specialty food companies and are known within the specialty food industry as pioneers in many area categories in the business.  
The Company has the ability to take advantage of their size and nimbleness and they've learned not to merely respond but to be ahead of the trends and the customers they target: as an example, researching the particular herbs and spices that are growing in popularity, and creating recipes that feature them in our prepared foods offerings. 
Limoneira will be sampling several delicious items at these wonderful stores including: 
11-16-19 Pumpkin Muffins
Pumpkin Orange Cranberry Muffins | Gluten-Free Baking | Limoneira
Pumpkin Orange Cranberry Muffins | Gluten-Free Baking | Limoneira
11-23-19 Citrus Pecan Green Bean Salad

Citrus Pecan Green Beans | Healthy Thanksgiving Recipe | Limoneira
Citrus Pecan Green Beans | Healthy Thanksgiving Recipe | Limoneira

12-14-19 Lemon Macaroons
Lemon Coconut Haystack Macaroons | Gluten-Free Snack or Dessert Recipe | Limoneira
Lemon Coconut Haystack Macaroons | Gluten-Free Snack or Dessert Recipe | Limoneira
12-21-19 Citrus Wreath Salad

Holiday Citrus Wreath | Easy Healthy Holiday Recipe | Limoneira
Holiday Citrus Wreath | Easy Healthy Holiday Recipe | Limoneira

mixologistMixologist Spotlight-Hidetsugu Ueno-Bar High Five-Tokyo

Tokyo is home to no shortage of worthy hole-in-the-wall bars
But Bar High Five -- ranked the third best bar by Asia's 50 Best Bars one of the few to garner international attention.

Helmed by Hidetsugu Ueno, who has appeared on American chef David Chang's TV show "Mind of a Chef," the 12-seat bar can be found in the glitzy Ginza district, in central Tokyo not far from the Tsukiji Market.
The concept of Bar High Five is that it has no concept, "I don't have a menu in my bar. Our cocktails are tailor-made, one by one. Maybe we use a flavor-based spirit, maybe something sour or refreshing, or maybe something classic. It depends on the day and the guest." Ueno might not have a menu, but he does have a few signatures.

A White Lady (gin, Cointreau and lemon juice) has become Ueno's calling card, along with a beloved Bellini (made with fresh Japanese peaches) and his 200-plus whiskey collection. Last year, Ueno collaborated on stylish Bar De Luxe, in Hong Kong, and opened the Locker Room in Bangkok. 

Alpacas At Windfall Farms

Lee Nesbit, Limoneira's Windfall Farms General Manager can now add Alpaca Herder to his resume. 
One of Limoneira's growers was unable to continue to take care and attend to the needs of his Alpaca's which were in need of a permanent home. They are now staying in style in a 20-acre pasture at Windfall Farms and using one of the run-in sheds previously used by Windfall's horse operation. 
The 4 female and 2 male herd is tended to by Kia Wright, a 10-year-old girl who is an active 4H member in the town of Creston.  
The talented Ms. Wright has been involved in her local 4H club and has shown goats at the Paso Robles Mid State Fair in Paso Robles and is now able to hand feed and groom the Alpacas. She has demonstrated a fondness for all of them and we're sure they have grown fond of Kia. 
Lee notes that "Alpacas are related to camels (and says they look like mini camels). "They're curious animals and very alert and make many unique sounds including somber humming and loud screams which sound like Chewbaca the wookie from Star Wars". 
In addition to producing some of the finest wine grapes in Paso Robles, you'll probably be able to notice Lee riding off into a beautiful sunset and singing along with the Alpacas.


Restaurant Spotlight-Martin's Tavern Georgetown DC

During United Fresh's (one of the Produce Industry's important trade associations) Washington DC summit, Limoneira stopped by the historic Martin's Tavern to check out the lemon cocktails and delicious lemon dishes. With its 126 year history, Limoneira appreciates the impressive and celebrated history of many institutions such as Martins. 
Martin's Tavern has been a Georgetown landmark for nearly a century. For 4 generations the Martin family has served every president from Harry S. Truman to George W. Bush, many of Washington's most prominent movers and shakers, scores of Hollywood stars, Hall of Famers, and Broadway legends. 
They've survived the Great Depression, World War II, the Korean War, Camelot and the Great Society, Vietnam and Watergate, the Cold War, the Gulf War, the Great Recession, and they're still going strong today says Billy Martin, the fourth-generation owner of this celebrated outpost. 
In 1933, former Major League Baseball player William Gloyd "Billy" Martin, along with the help of his father William S. Martin, established Martin's Tavern on the corner of Wisconsin Avenue and N Street in Georgetown, Washington DC. He was one of the greatest all-around athletes ever to come out of the Washington, D.C., area, as he was a three-sport star, later inducted into Georgetown University's Hall of Fame. 
Numerous major-league teams competed for his services and expectations for his career were sky-high. Martin's career in the major leagues might not have turned out as anticipated, but his life was anything but ordinary as he went from starring on the collegiate playing fields to hobnobbing with the political elite in Washington.
The same year, FDR signed the Beer and Wine Revenue Act legalizing wine and 3.2 (low alcohol) beer to raise revenue for the federal government and give individual states the option to further regulate the sale and distribution of beer and wine. The Beer and Wine Revenue Act is followed, in December 1933, by the passage of the 21st Amendment, which officially ended Prohibition.
During this time, Billy Martin preferred to hold court in a backroom aptly named the Dugout, where cards, politics, and gin flowed liberally every night. Many ballplayers were said to have stopped in regularly to see the gregarious Martin and swap old stories.
Thomas Corcoran and his colleague and fellow attorney Benjamin Cohen, "The Gold Dust Twins" of President Franklin D. Roosevelt's administration met frequently at Martin's Tavern in 'The Dugout'. They spent many nights here debating and drafting legislation for what would become Franklin Delano Roosevelt's famed New Deal programs, including the Securities Act of 1933, the Securities Exchange Act of 1934, and the Fair Labor Standards Act of 1938.
In 1942, one of the most highly decorated soldiers of WWI and co-founder of the American Legion, William "Wild Bill" Donovan became the director of the Office of Strategic Services, a precursor to the CIA. Living blocks from Martin's, Donovan held many OSS meetings in The Dugout. Here, he and his team would create plans to gain intelligence that would ultimately assist the allies in winning WWII.
Speaker of the House Sam Rayburn and one novice congressman from Texas named Lyndon Baines Johnson sat in Booth #24 many times during the 40s. Here, the Speaker mentored young LBJ about legislative procedures and how to get business done in Washington.
Martin's Tavern was so successful during WWII, that in the 1940s, four-star generals reportedly preferred sitting on milk crates at crowded Martin's than taking a table elsewhere.
In this era, then-Senator Harry Truman frequently dined in Booth #6 with his wife Bess, and daughter Margaret - especially once Margaret entered George Washington University in 1942. Margaret Truman went on to pen 14 mystery novels set in Washington D.C., some of which mention Martin's Tavern: Murder in Foggy Bottom ... and Murder in Georgetown.
In 1949, William A. Martin, the third Martin in succession, started behind the bar, having first serving in the Navy during World War II, attending Georgetown University Medical School, attaining Golden Gloves status as a boxer, and playing Pro-Am golf.
John F. Kennedy lived two blocks from Martin's. Every Sunday after Mass at Holy Trinity, he came to Martin's, read his Sunday paper, and enjoyed breakfast in Booth #1. Years later, Martin's staff and customers would catch glimpses of JFK writing the first draft of his inaugural speech.
On June 24, 1953, JFK proposed to Jacqueline Bouvier in Booth #3 (now called The Proposal Booth.) Bouvier had just returned from London while covering the coronation of Queen Elizabeth II for the Washington Times Herald.
 Richard Nixon, as a congressman, then-senator from California, and later as Vice President of the U.S., enjoyed Martin's meatloaf in Booth #2, usually with colleagues from Congress and the administration.
In 1954, five Supreme Court justices sat in Booth #3 debating Brown v Board of Education, a landmark decision regarding school segregation. In May of the same year, Chief Justice Earl Warren read the unanimous court's decision: " ... We conclude that in the field of public education, the doctrine of 'separate but equal' has no place. Separate educational facilities are inherently unequal ... "
George W. Bush, his wife Laura, and their twin daughters Jenna and Barbara sat at Table #12 while in town visiting George's parents, then-President and First Lady Bush. Billy Martin recalls," the twins were about 8 or 9 years old with beautiful manners and ever more beautiful dresses." A few people shook Bush's hand that day not knowing they were shaking hands with a future president of the United States.
In 2001, Billy and wife Gina Martin become the fourth generation to own and operate Martin's Tavern.
In 2004, former President Bill Clinton recalls his high school days in his book My Life. Reminiscent, he says Martin's was among his "favorite haunts in Georgetown ... with good food and atmosphere within my budget."

Martin's Seafood Pasta with Light Lemon Caper Sauce is a true delicacy with sautéed lobster, shrimp, mussels, grape tomatoes and fresh spinach tossed in light lemon-caper sauce over fettuccine topped with jumbo lump crab meat. 
Next time you're in our nation's capital, we suggest a trip to Martin's Tavern. They'll be glad to welcome you. 

 annetteRetail Dietitian Spotlight-Annette Maggi-Executive Director RDBA

Annette Maggi, MS, RD, LD, FADA is the Executive Director of the Retail Dietitians Business Alliance (RDBA). With five years of experience as a retail dietitian at Target followed by three years spent working with retailers across the country as the Sr. Director of Nutrition at NuVal LLC, Maggi brings extensive knowledge of the industry to her role as Executive Director. In addition to working with RDBA, she is President of Annette Maggi & Associates, Inc., a strategic nutrition marketing and communications consulting firm specializing in the interface between food manufacturers and retail grocers, and nutrition and regulatory issues. 
Maggi is a sought after resource in the nutrition and regulatory field with experience at Fortune 500 companies including Pillsbury, General Mills and Target. She is recognized as a distinguished speaker and writer and has a reputation as a driven performer and partnership builder.  

winnerLimoneira's Winner Block

This month our lucky winner is April Whitcomb from Pittsburg, PA .  As our monthly winner, April has won a Limoneira Orchard Fresh or Lifestyles Gift.  Congratulations April !

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.