Food and Drink - Fall 2011 - (Page 110)

>p PRODUCERS Sequoia Orange Co. Growing Success Sequoia Orange may be a small company, but it has made a big difference in the citrus industry by standing up to its giants. By Jamie Morgan deregulate the market,” Wilson says. “The way we did that was when we got sued for bending the rules, we countersued Sunkist and the government, and the law eventually came down by 1993.” In a summary from the 9th U.S. Circuit Court of Appeals, an excerpt explains the reason for the ruling. The secretary concluded the prorate cheating reflected dissatisfaction with the citrus marketing orders, and that the orders had become divisive, according to the excerpt. Now, citrus producers of all sizes in California and Arizona are allowed to run their businesses with less government interference, a modus operandi that fits well with Sequoia’s independent nature. On Its Own Sequoia’s original founders, W. & M. Marks, were brothers from Nebraska who started a packing house in Lemon Cove, Calif., in the state’s citrus-favorable Sierra foothills. The Marks’ packing house eventually changed hands and landed under the helm of Sam Finkle who owned it for a number of years and trained Oleah Wilson, Jamie Wilson’s grandfather. As Oleah Wilson gained more knowledge in the industry, Finkle sold half of his business to him. As Finkle neared retirement, he sold the other half of his business to Oleah Wilson and his son, Marvin Wilson. The two operated as a packing house under the Sunkist marketing arm. Then, the Wilsons met the Pescosolidos. “The Pescosolidos came in around 1975 or 1976, and the Pescosolidos said they wanted to get involved so my dad said, ‘What can you bring to the table?’” Jamie Wilson 110 food & drink • fall 2011 • << Sequoia Orange Co. says its in-house capabilities mean better quality and faster shipping times. equoia Orange Co. does not just bend the rules, it challenges them – and it wins, too. In 1993, it won a 22-year court battle against a federal regulation formally called the Agriculture Marketing Act of 1937, or “prorate” in layman’s terms. Prorate was a government program that limited the amount of oranges and lemons Arizona and California growers could sell in that week’s national market. For instance, if Sequoia possessed 5 percent of the market share and the expected demands for that week were 5 million cases, then Sequoia could only procompany profile duce 5 percent of the 5 million cases for that week. According to Jamie Wilson, a third-generation Sequoia Orange Co. owner and president of Sequoia Orange, the prorate Headquarter: Exeter, Calif. law was something that most citrus producers Employees: 100 to 170 Specialty: Citrus grower loosely followed, even the larger ones, which is why Jamie Wilson, president: the company was surprised when the government “Through proper nutrition for our trees, proper pruning and making filed a lawsuit against his family’s company and our trees more healthy, we will other growers. grow in our quantity and quality.” “We fought with our own lawyer for 22 years to S

Table of Contents for the Digital Edition of Food and Drink - Fall 2011

Food and Drink - Fall 2011
Tableside Chat
News a la Carte
In the Safe Zone
Strengthing Brands
Restaurants: Smart Marketing
Willie’s Restaurants
Slack’s Hoagie Shack
The Cheese Steak Shop
Aloha Hospitality Inc.
Bertucci’s Corp
Falcon Holdings LLC
Mark’s Pizzeria
Seasons Pizza
San Diego State University Dining Services
Producers: Food Law
Brook & Whittle Ltd. incorporating Packstar
Nestle Professional Caribbean
Snyder’s-Lance Inc.
Basic American Foods
Evolution Fresh
Berto’s Gelato & Sorbet
Jensen Meat Co
Tumbador Chocolate
Leclerc Foods USA Inc.
FX Matt Brewing Co.
Green Organic Vegetable Inc.
Deli Star Inc.
Always Bagels
National Choice Bakery
Sequoia Orange Co.
Spring Glen Fresh Foods
Westshore Pizza
Distributors: Total Recall
Columbia Distributing
Castella Imports Inc.
Co-Sales Company
Brick Brewing Co. Limited
Prime Distributors
Retailers: What’s in Store
AriZona Beverage Co.
Le Grand Marche
Three Things

Food and Drink - Fall 2011