Limoneira Hot Air Ballooning
October 2010

Global Lemon Team Ramps Up With Personnel Additions

This past August, Limoneira announced a new direct marketing and selling strategy for its lemon agribusiness. This new strategy positions the Company to capitalize on expanding its global agribusiness opportunity and improve operating efficiencies with a new vertically integrated business model.

In preparation for this exciting new venture, Limoneira has augmented its global lemon sales organization with the addition of new personnel. John Carter has been named its Global Sales Director. Carter will be responsible for developing national and international marketing and sales strategies to leverage growth and profit opportunities for Limoneira's commercial and specialty lemons. Carter and his sales team will focus on expanding and enhancing relationships with customers around the world to maximize value. Carter was previously senior vice president of sales and business development for SunOpta Fruit Group, a $75 million division of SunOpta, Inc. Carter's experience also includes his position as director of new business ------------------------------------ development for Chiquita Fresh North America.

Stewart Lockwood
has been named Director of Lemon Packing and will be responsible for ensuring that Limoneira's lemon packing operations are executed optimally to meet customer demand. Stewart has a long history in the citrus industry and has seen both the market side as well as the production side of the business. His unique background in the marketplace will help drive Limoneira lemon packing to new levels as we enter our exciting new venture into direct marketing. Lockwood was previously general manager of citrus operations at DiMare Fresh, Inc., a national supplier of tomatoes, citrus, melons and vegetables.

Susan Jones-Ng has been promoted to Director of International Business Development. In her new role, Susan will be responsible for export sales as well as key domestic wholesale business. Susan will also work with Limoneira partners in South America as we further develop this strategic source-to-market arrangement. Her 20 years of industry knowledge and customer friendly attitude will be of great benefit as Limoneira ramps up our global lemon sales operation.

Childhood Nutrition

The Center for Disease Control in Atlanta (CDC) has reported that childhood obesity has more than tripled in the past 30 years. The prevalence of obesity among children aged 6 to 11 years increased from 6.5% in 1980 to 19.6% in 2008. The prevalence of obesity among adolescents aged 12 to 19 years increased from 5.0% to 18.1%.

Obesity is the result of caloric imbalance (too few calories expended for the amount of calories consumed) and is mediated by genetic, behavioral, and environmental factors. Childhood obesity has both immediate and long-term health impacts:

- Obese youth are more likely to have risk factors for cardiovascular disease, such as high cholesterol or high blood pressure. In a population-based sample of 5- to 17-year-olds, 70% of obese youth had at least one risk factor for cardiovascular disease.
- Children and adolescents who are obese are at greater risk for bone and joint problems, sleep apnea, and social and psychological problems such as stigmatization and poor self-esteem.
- Obese youth are more likely than youth of normal weight to become overweight or obese adults, and therefore more at risk for associated adult health problems, including heart disease, type 2 diabetes, stroke, several types of cancer, and osteoarthritis.

Healthy lifestyle habits, including healthy eating and physical activity, can lower the risk of becoming obese and developing related diseases. The CDC has developed Tips for Parents-Ideas to help children maintain a healthy weight. Please visit to review these important and helpful suggestions.

Limoneira is playing its part to help kids and nutrition by developing educational products for parents and children that promote healthy eating. Our Kids Master Chef Kit shows children that eating healthy can be fun. Our collaboration with the "Homegrown-The Importance of Agriculture in Ventura County" program, developed by the Ventura County Conservation District, brings school groups to Limoneira. They get lots of fresh air and exercise as they walk through our demonstration orchard with 300 citrus varieties, tour our lemon packing plant, and visit our solar orchard which collects 1 MW of electricity to run operations. This program was developed to meet the California Content Standard-Based Science Curriculum for field trips.

Sunset Magazine - Savor The Central Coast

Limoneira participated at Sunset Magazine's Savor the Central Coast Event held at Santa Margarita Ranch in Santa Margarita, California from September 30th to October 3rd, along with The Santa Paula Art and Oil Museums, and partners from the cities of Ventura, Oxnard and greater Ventura County. This special event showcased the bounty of California's Central Coast. Sunset's expert editors and celebrity chefs guided attendees through unique culinary tours and one-of-a-kind winemaker dinners. Limoneira showcased our Limoneira Lifestyle lemon and avocado skin care products, Orchard Fresh Gift baskets, and shared information about Windfall Farms, Limoneira's unique equestrian, vintner and agricultural lifestyle community in Creston California, 20 miles from Santa Margarita.

Fresh Summit

Limoneira will attend PMA's Fresh Summit October 15th to 18th. One of the largest international events solely dedicated to fruit, vegetables and floral industries, Fresh Summit draws more than 18,500 attendees from 50 countries annually. There is no other show like it in the United States. Attendees from the entire supply chain pack the convention center to experience all that Fresh Summit has to offer. Limoneira personnel will be promoting our high quality fresh lemons as a guest in our Avocado-go-to-partner's trade booth. Limoneira Lemon Advertising will be appearing in The Packer, Produce News and Produce Business.

World Wide Water Challenges

While the world's population tripled in the 20th century, the use of renewable water resources has grown six-fold. Within the next fifty years, the world population will increase by another 40 to 50 %. This population growth, coupled with industrialization and urbanization, will result in an increasing demand for water, and will have serious consequences on the environment.

As the per capita use increases due to changes in lifestyle, and as population increases as well, the proportion of water for human use is increasing. This, coupled with spatial and temporal variations in water availability, means that the water to produce food for human consumption, industrial processes and all the other uses is becoming scarce.

"There is a water crisis today. But the crisis is not about having too little water to satisfy our needs. It is a crisis of managing water so badly that billions of people - and the environment - suffer badly." World Water Vision Report

Whatever the use of freshwater (agriculture, industry, domestic use), huge conservation of water, and improvement of water management is possible. Almost everywhere, water is wasted, and as long as people are not facing water scarcity, they believe access to water is an obvious and natural thing. With urbanization and changes in lifestyle, water consumption is bound to increase. However, changes in food habits, for example, may reduce the problem, knowing that growing 1kg of potatoes requires only 100 liters of water, whereas 1 kg of beef requires 13,000 liters.

Fortunately, Limoneira Company has sufficient water resource assets to provide for our agricultural crops. Nevertheless, we work hard to manage these valuable assets responsibly. The efficiency of all our water sources are analyzed regularly, and we employ up-to-date technology to manage our water resources. Real time soil moisture data is collected and transmitted for review, we strategically apply water to crops to minimize run-off with micro sprinklers and other state-of-the-art techniques, and we use pressure regulators on all systems to assure optimal water distribution. We understand the importance of maintaining adequate water supplies for both agricultural and urban uses. At Limoneira, water management is given one of the highest priorities in our sustainability efforts.

Issue: 10

Table of Contents

Childhood Nutrition
Sunset Magazine - Savor The Central Coast
Fresh Summit
World Wide Water Challenges
Limoneira Avocado and Lemon Skin Products featured in 805 Living Magazine
Join Our Mailing List


Limoneira Hot Air Ballooning

Limoneira Lifestyles
Orchard Fresh Gifts

Baked Artichoke -Lemon Casserole

1 1/3 cups of juice from

2 cloves of garlic, peeled
and finely chopped

1 good handful of fresh
thyme leaves, chopped

3 tbsp of grated parmesan

2 � lbs artichokes, peeled
and sliced (thick as a

1 cup of fresh bread

1 tsp olive oil
salt and pepper

Preheat oven to 425
In a bowl mix your lemon juice, garlic, half the thyme and most of the parmesan, and season well to taste. Throw in the sliced artichokes. Mix well and place everything in an ovenproof baking dish. Mix bread crumbs with the rest of the thyme and parmesan and some salt and pepper. Sprinkle all the flavored bread crumbs over the artichokes and drizzle with the olive oil. Bake for 30 minutes, until the artichokes are tender and bread crumbs are golden.

Limoneira Avocado and Lemon Skin Products featured in 805 Living Magazine
Mary Ann Hammers "Mind/Body/Soul" column in the September issue of 805 Living Magazine featured Limoneira's lemon and avocado skin care products. Avocados contain a compound which is a natural promoter of skin metabolism. Lemons are very rich in vitamin C and many other valuable nutrients. These properties give lemons a unique position in skin care applications. Because of their versatility, they have been used since ancient times for beauty products. They are the perfect toner for oily skin and their clean aroma helps to lift the spirit and calm the nerves. They make us energetic and uplifted. Limoneira Lifestyles skin care products include our Organic Lemon Facial Moisturizer, Avocado Mask, Lemon Avocado Body Butter, Lavender Avocado Facial Cleanser, Avocado Honey Lip Balm and our Avocado Face and Body Bar.

These can be ordered online at and will soon be found in select Health and Beauty retail locations.