Meet the California Couple Who Uses More Water Than Every Home in Los Angeles Combined
Rafaela Tijerina first met la señora at a school in the town of Lost Hills, deep in the farm country of California’s Central Valley. They were both there for a school board meeting, and the superintendent had failed to show up. Tijerina, a 74-year-old former cotton picker and veteran school board member, apologized for the superintendent—he must have had another important meeting—and for the fact that her own voice was faint; she had cancer. “Oh no, you talk great,” the woman replied with a warm smile, before she began handing out copies of her book, Rubies in the Orchard: How to Uncover the Hidden Gems in Your Business. “To my friend with the sweet voice,” she wrote inside Tijerina’s copy.
It was only later that Tijerina realized the woman owned the almond groves where Tijerina’s husband worked as a pruner. Lynda Resnick and her husband, Stewart, also own a few other things: Teleflora, the nation’s largest flower delivery service; Fiji Water, the best-selling brand of premium bottled water; Pom Wonderful, the iconic pomegranate juice brand; Halos, the insanely popular brand of mandarin oranges formerly known as Cuties; and Wonderful Pistachios, with its “Get Crackin'” ad campaign. The Resnicks are the world’s biggest producers of pistachios and almonds, and they also hold vast groves of lemons, grapefruit, and navel oranges. All told, they claim to own America’s second-largest produce company, worth an estimated $4.2 billion.
The Resnicks have amassed this empire by following a simple agricultural precept: Crops need water. Having shrewdly maneuvered the backroom politics of California’s byzantine water rules, they are now thought to consume more of the state’s water than any other family, farm, or company.
They control more of it in some years than what’s used by the residents of Los Angeles and the entire San Francisco Bay Area combined.
Such an incredible stockpiling of the state’s most precious natural resource might have attracted more criticism were it not for the Resnicks’ progressive bona fides. Last year, the couple’s political and charitable donations topped $48 million. They’ve spent $15 million on the 2,500 residents of Lost Hills—roughly 600 of whom work for the couple—funding everything from sidewalks, parks, and playing fields to affordable housing, a preschool, and a health clinic.
Last year, the Resnicks rebranded all their holdings as the Wonderful Company to highlight their focus on healthy products and philanthropy. “Our company has always believed that success means doing well by doing good,” Stewart Resnick said in a press release announcing the name change. “That is why we place such importance on our extensive community outreach programs, education and health initiatives and sustainability efforts. We are deeply committed to doing our part to build a better world and inspiring others to do the same.”
But skeptics note that the Resnicks’ donations to Lost Hills began a few months after Earth Island Journal documented the yawning wealth gap between the couple and their company town, a dusty assemblage of trailer homes, dirt roads, and crumbling infrastructure. They claim the Resnicks’ influence among politicians and liberal celebrities is quietly warping California’s water policies away from the interests of the state’s residents, wildlife, and even most farmers. “I think the Wonderful Company and the Resnicks are truly the top 1 percent wrapped in a green veneer, in a veneer of social justice,” says Barbara Barrigan-Parrilla of Restore the Delta, an advocacy group that represents farmers, fishermen, and environmentalists in the Sacramento-San Joaquin River Delta, east of San Francisco. “If they truly cared about a sustainable California and farmworkers within their own community, then how things are structured and how they are done by the Wonderful Company would be much different.”
The Resnicks expanded into agriculture in 1978, mostly as a hedge against inflation. They purchased 2,500 acres of orange trees in California’s Kern County citrus belt. Ten years later, during the state’s last great drought, they snatched up tens of thousands of acres of almond, pistachio, and citrus groves for bargain prices. By 1996, their agricultural company, Paramount Farms, had become the world’s largest producer and packager of pistachios and almonds, with sales of about $1.5 billion; it now owns 130,000 acres of farmland and grosses $4.8 billion.
Along the way, Paramount acquired 100 acres of pomegranate orchards. After the Resnicks’ family physician mentioned the fruit’s key role in Mediterranean folk medicine, Lynda commissioned scientific studies and found that pomegranate juice had more antioxidant properties than red wine. By 2001 she had created Pom and soon was selling juice in little hourglass bottles under the label P♥M, a hint at its supposed cardiac benefits. Less subtle was the national marketing campaign, which showed a Pom bottle with a broken noose around its neck, under the slogan “Cheat death.”
Pom was an overnight sensation, doing millions of dollars in sales by the end of the following year—and cementing Resnick’s status as a marketing genius. “Lynda Resnick is to branding what Warren Buffett is to investing,” Gloria Steinem wrote in 2009, in one of dozens of celebrity blurbs for Rubies in the Orchard.
Sometimes, though, Resnick’s Pom claims went too far. Last year, an appeals judge sided with a Federal Trade Commission ruling saying the company’s ads had overhyped Pom’s ability to prevent heart disease, prostate cancer, and erectile dysfunction. “I think it was unfair,” Resnick told me. “And I think it’s a tragedy if the fresh fruits and vegetables that are really the medicine chest of the 21st century have to adhere to the same rules as a drug that could possibly harm you.”
It wasn’t the first time Resnick had pitched her products as health panaceas. As previously reported in Mother Jones, she marketed Fiji’s “living water” as a healthier alternative to tap water, which the company claimed could contain “4,000 contaminants.” She has pushed the cardiovascular benefits of almonds, touted mandarin oranges as a healthy snack option for kids, and called nutrient-dense pistachios “the skinny nut.” Her $15 million “Get Crackin'” campaign, the largest media buy in the history of snack nuts, included a Super Bowl ad starring Stephen Colbert. Pistachio sales more than doubled in just three months and steadily increased over the following year to reach $114 million—proving that, sometimes, money really does grow on trees.
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Originally Posted by Brian4Liberty
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