Santa Paula, Calif.-based Limoneira Co. is growing in two of the most popular citrus varieties. It also takes pride in being able to provide various shipping points.
Through the summer, Limoneira will be shipping citrus at its pick-up locations in California, Texas, Florida and New Jersey. The greatest expansion of volume will be in navels and mandarins. The company also offers organic lemons and limes.
Limoneira recently changed its packaging for lemons, mandarins and navels, hoping to add a splash of summer.
“Over the coming months, we will be launching and promoting our new ‘Catch the Citrus Wave’ campaign,” said John Carter, vice president of sales. “The look and feel of this new campaign is meant to capture the playful fun of summer.”
The company looks forward to the new campaign playing out. It is also anticipating more business in foodservice, following recent trends.
Carter said all citrus has done well as the foodservice sector has rebounded from the COVID-19 impact. That trend is expected to continue.
Still, logistics and costs are top of mind for Limoneira.
“The uncertainties around ocean shipping and port operations are two of the most challenging aspects of business right now,” Carter said. “The inflationary pressures on all inputs and transportation costs is another.”
To cope with those challenges, Limoneira is communicating with customers about how the cost environment is radically changing. The company hopes it can leverage rising costs to negotiate better pricing.
Looking further down the road, the company is banking on its approach and efforts to focus on relationships.
“We’ve received feedback from the trade on our approach,” Carter added. “More importantly, the culture of the company. Even though we were founded in 1893, we remain open to change and keeping the focus on growers and customers.”
