issue: 86
May 2017
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In this issue:

Limoneira Winner's Block
asspringAs spring approaches summer and with Mother's Day just around the corner, we take the opportunity to share the latest activity at Limoneira. 
We provided the following update to The Packer for their Summer Citrus Section and we wanted to share this with you. The Packer is one of the leading media outlets for the produce industry. 

We have moved harvests of our lemons from our San Joaquin Valley ranches to our central coast ranches.  Although rains were heavy and delayed getting fruit off trees, there have been some upsides such as experiencing good size structure with larger fruit.  We will be finishing our California navels and Star Ruby Grapefruit in the next couple of weeks and will begin exporting Navels, Cara Caras, Valencias, Easy Peelers, Star Ruby Grapefruit from South Africa and Persian limes from Mexico to our customers in Canada and Asia.

We are also packing for outside growers in our new high-tech packing house and develop customized profitability studies for their orchards and provide them with our Global Gap Food Safety consulting.  Continued investments are taking place in our ONE WORLD OF CITRUS™ model to supply our global customers year-round with a wide assortment of citrus.

With respect to sustainability, technology is at the forefront and is used in our growing and harvesting operations as we integrate soil moisture monitoring, nutrient monitoring and connectivity monitoring in our agricultural practices.  Drones, infrared map imagery and soil moisture probes are a few examples that enhance orchard/supply productivity.

Limoneira has 6 solar installations across the company totaling 4.2M kwh's annually.  Plans for 2017 include adding an additional 1.5MW's on the packing house roof for 2.8M kwh's or a total of 7M kwh's annually.  Our objective is to be off the grid completely by 2022.

A new project in partnership with Tesla
is studying the efficacy of battery systems paired to one of our solar arrays (5 acres, 6400 photovoltaic panels) to reduce energy demand from utilities during the day, which is the high cost period, and offset that use with less expensive night time energy that is stored in the battery.  
Limoneira's new natural wastewater system is a low carbon footprint project that has a series of gravity fed ponds that circulate and clean water with natural vegetation, local plants and fine gravels.  Ultraviolet Rays (UV) removes any bacteria in the water to achieve Title 22 drinking water standards.  Water is currently used for landscape irrigation and as recycled water becomes more of the norm in daily use and approved for food safety, we will irrigate our orchards with it. 
We communicate to our global grocery and food service partners' customers with weekly promotional videos that highlight the many benefits of citrus (health, beauty, recipes, green cleaning, lifestyle) and generate 1 million advertising impressions monthly to build awareness for our customer's programs. Our national blogger network is composed of individuals who are passionate about their niches and utilize our content to benefit our customers. Limoneira's global opinion leaders help communicate our messaging.

We also maintain an annual editorial calendar with relevant monthly content for citrus varieties and promotions.  
Harvest at Limoneira Update Four

What is the current status of Harvest at Limoneira?

The project continues to move forward as site preparation and additional development work takes place. The Project Team expects to obtain the required permits in early summer 2017, and site development will begin once permits have been received. Additional project timing is described in more detail below.

Can you describe the status of the planned 38-acre community park?

In the fall of 2016, Limoneira-Lewis Community Builders LLC sought and obtained public input on the facilities that should be included in the planned community park. The Parks & Recreation Commission reviewed input from community members and held three public hearings to discuss proposed park facilities.

In March 2017, the Parks & Recreation Commission presented recommendations to the City Council based on this input.  Additionally, the Commission recommended that the City Council allocate the $5M in Civic Facility Fees paid by the Developer toward construction of the park to obtain the level of desired amenities. This amount is in addition to the $6M that the Developer is obligated to spend on the park based on the approved development agreement.  The City Council accepted the recommendation into the public record and has referred the matter to an Ad Hoc Committee to conduct additional research on annual maintenance costs of the various facilities that have been recommended.

What activity has been taking place at the project site?

Site preparation including rock remediation, the reallocation of irrigation pipelines and the removal of unneeded overhead utilities serving the property has taken place. Agricultural wells that will not be used on the project have also been eliminated.

What kind of activity can we expect to see over the next 6 months?

  • Project grading is expected to begin in early summer and overhead power lines along Telegraph Road at the intersection of Hallock Drive will be converted to underground facilities. Hallock Drive will be extended to the north and into the project
  • The intersection of Hallock Drive and Telegraph Road will be widened, and a traffic signal will be installed
  • A 3-million-gallon water tank will be constructed in the foothills above the project
  • Construction of the sewer, water and storm drain facilities is expected to begin this summer
  • Various existing overhead and underground utilities along the southern boundary of the project will be relocated

What is the status of the residential products that will be included in Harvest at Limoneira?

In November 2016, the City Council approved the first 8 Tentative Tract Maps for the Haun Creek Neighborhood, consisting of 632 single family and condominium homes.  A 100-unit apartment project is proposed to be included in the first 632 finished units.

Finished lots are expected to be sold to builders in the first quarter of 2018. It is anticipated that builders will begin residential models in the spring of 2018 with models available in the summer of 2018.
  What is the status of the K-8 school in Harvest at Limoneira?

School designs were submitted to the Division of State Architect (DSA) in January 2017.  Initial plan check comments from the DSA are expected this May. Once the school's designs are approved, an application will be submitted to the State Allocation Board to obtain a portion of the school's building costs. Construction of the school is planned for Spring of 2018 with a projected opening planned for fall 2019.
Is there a process for expressing interest in purchasing or renting residences in Harvest at Limoneira?

Yes.  To submit questions or to add one's name to a no-obligation interested party list, please email [email protected].
avocadosAvocado Prices Surge to a Record

A recent article in Bloomberg noted that Avocado prices have risen to record levels. 

That bowl of guacamole on Cinco de Mayo will be more expensive this year, as avocado prices rise to a record on surging demand and a smaller crop in Mexico and California.

A 10-kilogram box of Hass avocados from the state of Michoacan, Mexico's biggest producer, cost 530 pesos (about C$38) Thursday, according to the government. The price, which is subject to seasonal swings, is more than double what it was a year earlier and the highest in data going back 19 years.

High avocado prices will be felt by consumers who choose to celebrate Cinco de Mayo with a bowl of  quacamole . The fruit's cost has raised to US$1.27 each this April from 98 cents last year.

The jump in demand in recent years has been dramatic. American per-capita consumption was 6.9 pounds in 2015, versus 3.5 pounds in 2006, according to the U.S. government. People are being drawn to the fruit not just for its taste but also for its healthy oils and fats, a trend borne out in the United States by Starbucks Corp.'s announcement last month it's selling avocado sandwich spread.

"You have increased consumption in China and other areas of the world, like Europe," said Roland Fumasi, an analyst at Rabobank in Fresno, Calif. "They're pulling a lot more of the Mexican crop, so there's less available for the U.S."

Mexico supplies 82  per cent  of the avocados eaten in the U.S. Its shipments into the U.S. surged to 1.76 billion pounds in 2015 from just 24 million pounds in 2000, according to data from the Hass Avocado Board in Mission Viejo, Calif.
New Report-People Live  Longer in Ventura County

The overall life expectancy in Ventura County is 82 years, according to data in a new report from the Ventura County Public Health Department. 

County longevity easily exceeds the national average of 78.8 years for people born in 2014. Females nationally may live 81 years, or nearly five years longer than males.

Local numbers also nudge ahead of the state tally. Life expectancy for females in California is 83.1 years, according to 2013 data from the Institute for Health Metrics and Evaluation at the University of Washington. Life expectancy for males across the state is 78.7 years.

The Ventura County data suggests the life expectancy for area Hispanics - 81 years for people born from 2012 to 2014 - is longer than white non-Hispanic newborns, who can expect to live 79.1 years.

County residents of Asian descent have the longest life expectancy at 93.5 years.

richatmoreRich and Bonnie Atmore-Rancho San Buenaventura
On a day dedicated to Mother Nature and her inhabitants, a Ventura noted landmark became whole again. 

More than 100 people were on hand to witness the Earth Day planting of a 15-foot tall Tasmanian blue gum eucalyptus tree to eventually replace one of the two trees that has died. 

The celebration was  hosted by the Rancho San Buenaventura Conservation Trust. Longtime property manager Rich Atmore, and his wife Bonnie, some of the founders of the land trust, called the new tree a "beacon" that would be protected, along with the rest of the property, other plants and critters.  "We did it because we love the land, but the view of the tree belongs to everybody," Atmore said.

A recent Ventura County Star Editorial applauded the efforts of the Atmores and other conservation groups and praised the dedicated people willing to lead them to buy and preserve the sage-covered hills that form Ventura's backdrop. 

The Atmores hope to eventually open the trust's entire holdings to educational, recreational and other activities, and they intend to collaborate with the Hillsides Conservancy group, another prominent entity. The Star noted that both groups can complement each other's goals and a vision of undeveloped hillsides that most Venturans share.
Give Mom a Treat This Mother's Day with Pink Lemons

May is for Moms! This month, Limoneira spokesperson Megan Roosevelt has put together a simply delicious brunch menu to celebrate Mother's Day featuring none other than the ultimate springtime fruit: the zesty Limoneira pink lemon.
For a demonstration, you can view Megan detail her Mother's Day Brunch recipes here on the Limoneira YouTube channel. Don't forget to subscribe - videos with more wonderful tips and tricks not detailed in this release will be added to the channel each Friday throughout the month.
Limoneira has also linked with additional global chefs and mixologists, nutritionists, and beauty lifestyle and green cleaning experts that share their knowledge with the customers of our grocery and food service partners around the world. Their biographies can be found on  Limoneira's website.
Take a look at some great new examples below.
Raspberry Pink Lemon Chia Muffins - Vegan? Gluten free? Delicious? Say no more.
1 tsp baking powder
¾ tsp baking soda
¼ tsp sea salt
1 tbsp chia seeds
2/3 cup brown rice flour
¾ cup ground oats
1/3 cup coconut butter
½ cup apple sauce
1 Limoneira pink lemon
1 tsp vanilla extract
½ cup raspberries
Directions: Add all dry ingredients to a bowl and stir together. Then add coconut butter, apple sauce, vanilla extract, and the juice from the pink lemon into a small bowl. Next, mash the raspberries and add them to the other wet ingredients, and mix together. Add the wet ingredients to the dry, and mix together. You may need to add a small amount of water and knead with your hands to form a batter. Grease a muffin pan and fill with batter. Top with more mashed raspberries. Bake at 350 degrees F for 20-25 minutes.
Spring Salad with Pink Lemon Salad Dressing - Light and delicious, this simple salad is the perfect addition to a simple springtime brunch. For ingredients and directions 
2 tbsp hemp hearts
Sea salt
Limoneira pink lemon
2 tbsp olive oil
2 cups arugula
½ cup green peas
Directions: Add all veggies into a bowl. Add olive oil and drizzle with fresh squeezed pink lemon juice. Toss together, top with hemp hearts and a pinch of sea salt.
Each month, Megan will be featuring another wonderful facet of citrus 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.

A little history on Mother's Day
This year we celebrate Mother's Day on May 8th and our modern version began in 1908, when Anna Jarvis held a memorial for her mother at St Andrew's Methodist Church in Grafton, West Virginia. Today St Andrew's Methodist Church now holds the International Mother's Day Shrine. Her campaign to make "Mother's Day" a recognized holiday in the United States began in 1905, the year her mother, Ann Reeves Jarvis, died. Ann Jarvis had been a peace activist who cared for wounded soldiers on both sides of the American Civil War, and created Mother's Day Work Clubs to address public health issues.
1911 all US states observed the holiday, with some of them officially recognizing Mother's Day as a local holiday. In 1914, Woodrow Wilson signed a proclamation designating Mother's Day, held on the second Sunday in May, as a national holiday to honor mothers.
Source: Mother's Day, American Journal of Psychiatry.
allthingsLimoneira is All Things Citrus at PMA Canada

From May 9th to May 11th, Limoneira One World of Citrus™ will be the topic of conversation in Toronto during CPMA's (Canadian Produce Marketing Association) largest fresh produce event in the Canadian industry.

The show provides a unique opportunity for industry leaders to enhance existing and develop new business opportunities in Canada and regularly attracts key decision-makers and customers from the fresh produce sector. Participants include industry executives, members of the fresh produce supply chain, and government representatives who are directly or indirectly involved in the Canadian fresh fruit and vegetable sector.

Limoneira sales executives will highlight Limoneira's global supply chain model, vertical integration, sustainability and food safety initiatives and marketing advantages-PEEL THE POWER™!

PMA Canada Tradeshow Attendance Breakdown

Supermarket News 2017 Leading Retailers

Super Market News Top 75 for 2017 reflects a food retailing industry  confronting both long-term evolution and short-term  commotion, and their effects on the trends driving  growth.

The Top 75, an annual ranking by revenue of the largest sellers  of food to be consumed at home in the United States and Canada,  indicates that many of the trends driving revenue growth in  recent years have undergone a thorough disruption of their own:

  • Natural and organic foods are still growing, but the retail beneficiaries aren't necessarily who they used to be
  • Formats serving low-income shoppers - while still some of the industry's fastest growers due to unit growth - have seen their sales in disarray as their shoppers deal with reductions to federal food benefit programs and rising costs for housing and health care, while a slowly improving economy may be lifting some of their shoppers out of the channel
  • While internet retailing remained a relatively small share of the pie, it became the subject of outsized ambitions by some of the industry's leading players, and a serious threat from digital natives like Amazon, which at year-end announced plans for a leap into the physical food retailing world. Initiatives to add click-and collect shopping capabilities speak to a trend among food retailers to improve the convenience of their offerings to shoppers, and drive more sales from existing units, sources said. 

2017 Top Ten U.S. and Canadian Supermarket retailers and wholesalers. Take a look at the complete list of the top 75  

Sales Rank

Sales In Billions of $U.S. 
Fiscal Year End

2016-2017 2016-2015
2016-2017** 2016-2015***
Wal-Mart Stores, Inc. (1)
2 2 The Kroger Co.(2) 112.6 107.5 Jan
3 3 CostCo (3) 62.8 60.6 Aug
4 4 Albertsons Co. (4) 60.4 58.7 Feb
5 10 Ahold Delhaize (5)
34.4 26.4 Dec
6 6 Loblaw Cos. Ltd. (6)
33.9 33.6 Dec
7 7 Publix Super Markets Inc.
33.3 32.4 Dec

Ali Inay Canadian Content Creator and Founder of Montreal 
Café Crawl ( #MtlCafeCrawl)

Ali is a Montreal based photographer, focusing on travel, lifestyle, interiors and food. He is also very passionate about coffee.  He's a talented guy and feels lucky enough to work with a number of great companies including GQ, Flatbook, Budweiser, Danone, C2 Montreal, Cirque du Soleil and many others. He has over 92,000 Instagram followers and......  a Bachelor degree in engineering and is finishing up a master in economics. Turkish born, Ali has also been playing the saxophone since he was 12 and is an avid chess player. Out of everything though, it's his passion for traveling  that drives him the most.  Luckily, his content creation expertise might just allow him to do both all at once.
fiftyyyyyears50  Years in the Trenches: Five Lessons on Teamwork:  

Ritch K. Eich, former chief of public affairs for Blue Shield of California, and the founder of Eich Associated, a management consulting firm noted in a  recent Industry Week article that Business executives and managers today receive more unsolicited advice on teamwork from newspaper columns, magazine articles, blogs, academic journals and professional meetings than they have the time to read or pay attention to. 
He noted that many of the articles are of the self-help variety but often have just one point of view. He decided to ask several highly successful and experienced business leaders that he knows and respects greatly to share their views on the subject. Among the leaders sharing their thoughts were Dave Brandon, Chairman of the Board, Domino's Pizza, Inc., and Chairman & CEO, Toys "R" Us, Kevin Sharer, former Chairman & CEO of Amgen, Inc. and now professor at the Harvard Business School Harold Edwards, President & CEO of Limoneira, Jeff Folks, Vice President of Merrill Lynch, the wealth management division of Bank of America, and Elizabeth F. R. Gingerich, J.D., Editor-in-Chief, Journal of Values-Based Leadership, The Louis S. and Mary L. Morgal Chair of Christian Business Ethics, Valparaiso University. You can read their insightful perspectives here.
Moms LA Founders and Limoneira Opinion Leaders Yvonne Condes and Sarah Auerswald

Yvonne Condes and  Sarah Auerswald are the Founders of MomsLA, a blog dedicated to motherhood the way it could only happen in Los Angeles. MomsLA is LA's go-to mom blog for all the topics that moms in Los Angeles care about, including public and private schools, local politics, parenting styles, blended families, healthy eating, home cooking, travel, and fitness.

They talk about what to do in Los Angeles, where to go, and what to eat. Yvonne and Sarah's product reviews, popular fitness challenge, and seasonal guides (including Summer Camps, Summer Fun, Mother's Day Brunches and Holiday Activities, to name a few) have caught the interest of CBSLA, NBCLA, ABCLA, and KPCC.  Yvonne and Sarah have been interviewed for stories in the New York Times, on CNN, NPR, USA Today, PBS Socal, and Cosmopolitan Latina.

Flipkey by Trip Advisor chose MomsLA as one of its Top Los Angeles Bloggers. MomsLA was also chosen as one of CBS Los Angeles' favorite local blogs and one of's favorite mom blogs.   Sarah was a finalist in LA Weekly's 2012 Web Awards for Best Neighborhood Blog. Yvonne was named one of the 16 Coolest Power Moms in Los Angeles by Red Tricycle.

MomsLA has engaged communities on Twitter, Facebook, and Pinterest, and a massive following for their popular YouTube-based series "Is It Worth a Babysitter?" which features reviews of the best activities and restaurants in LA. MomsLA reaches an even more extensive audience through their 100 Contributor Mom Bloggers, who include the most popular bloggers from all over Southern California.

Recent Press Coverage includes ABC7: The MakeBetter Challenge, NBC4, CNN, Crazy Cuizine, CBS2 News Los Angeles, USA Today, ABC Univision, Air Talk With Larry Mantle, National Public Radio,, New York Times.
Why Instagram is Becoming Facebook's New Facebook

A recent New York Times article shared reasons for Instagrams powerful trending up status. The publication noted that at a recent all-hands meeting with employees, Kevin Systrom, a founder and chief executive of Instagram, showed off one of his favorite charts: Days to Reach the Next 100 Million Users.
"It's the only graph in the company that we celebrate when it declines," Mr. Systrom said in an interview last week at Instagram's headquarters in Menlo Park, Calif.
Not long ago, the Facebook-owned photo-based social network grew at a steady clip. Every nine months, without fail, Instagram added another 100 million users somewhere in the world. Then, last year, it began racking up more new users every day. It grew to 600 million users from 500 million in only six months. READ MORE.....

Instagram Headquarters. About 700 million people now use the photo-sharing service every month, with about 400 million checking in daily.
Mabel Zhuang, Shanghai China

Mabel Zhuang is the founder of M.Z. Marketing Communications (MZMC) an association management, marketing, and public relations firm based in Shanghai, China. M.Z. Marketing Communications assists governments, industry associations, and businesses to develop market strategies, gain market access, enhance brand development and help Navigate China's unique business environment.
Prior to founding MZMC, Ms. Zhuang served as a Marketing Specialist with the United States Foreign Agriculture Service in Shanghai, China assisting USDA partners to make optimal use of government export programs. She has helped Limoneira with communications in China and we check in with her often to get a feel for local market conditions.
Bricks that Build Better Health for Our Families and Friends

Ventura County is one of the most beautiful and balanced places in the United States. The Pacific, mountain vistas, leading educational institutions and so much more make our county a truly special place.
In addition to the above, taking care of county residents is an important part of the mix.  State-of-the-art health care facilities such as those opening this summer at Ventura County Medical Center are integral. After all, healthy people are happier and more productive.

Health Care Foundation for Ventura County is dedicated to strengthening the capacity of the Ventura Health Care Agency and most specifically the Ventura County Medical Center and Santa Paula hospital. Providing comprehensive, cost-effective, compassionate, whole-person  health care for our diverse community, and especially those facing barriers, is at the heart of what we do. Through an exceptional workforce, education and forward thinking leadership, we are building a healthier tomorrow.

The County of Ventura has been providing care since 1887. Today, you have an opportunity to be a part of history and create a legacy for you and your loved ones.  Several of our friends and colleagues have purchased engraved bricks for the hospital's new "Healing Garden", a place of peace and tranquility where visitors, staff, and patients will be able to relax and rejuvenate. There are many opportunities for your family, friends, and colleagues to be memorialized, and we'd love to tell you more.

Please consider purchasing a Healing Garden Brick. Your purchase will make an important contribution to the place we call home.
circleLimoneira Winner's Block

This month our lucky winner is Stacey Adams from Chicago. As our monthly winner, Stacey  has won a Limoneira Orchard Fresh or Lifestyles Gift.  Congratulations Stacey !!!

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.