California: From Gold to Green
California's transition from a gold-rush boom to a green-focused economy involves more than just a change in industry. It reflects a broader shift in how the state values its natural resources and addresses environmental concerns. From the intense extraction of gold to the modern focus on sustainable practices, California's story is a testament to the dynamic relationship between humanity and the environment.
Gold gave the Golden State both its nickname and its agricultural legacy. The famous California Gold Rush of 1848 brought 300,000 people, drawn from other states and around the world by the heady promise of instant riches, to an undeveloped frontier that was still not yet part of the United States.
It was the greatest migration in U.S. history, yet wave after wave of its participants arrived in a territory that produced little of its own food. The growing gap between food supply and the hungry demands of hard-working prospectors was initially plugged by imports. Apples and wheat came south from Oregon, pork and beef west from Nevada and Texas, and Hawaii sent vegetables across the Pacific.
What few farmers California possessed before the Gold Rush dwindled still further as they too headed for the hills, hoping to try their luck at making their fortune. Shortages remained, reflected in historic accounts of food prices. ‘Exotic’ produce such as oranges – for which miners were willing to pay a premium, to combat scurvy – sold for one dollar a piece, the equivalent of nearly $40 today. It didn’t take long before many of the would-be fortune-seekers, rather than return home penniless, realised they could instead turn to farming and produce food for the still-growing population.
But the real shift to California’s farming prominence came with an 1884 court decision. It ended a bitter struggle between miners and farmers: who had more ‘right’ to use the landscape? Judges ruled in the farmers’ favor: food production came first. That ruling, recognising the significance of agriculture and the importance of avoiding pollution, is often seen as the spark that fired California’s ongoing regard for the environment.
Today, so large is the California agricultural economy alone, that it ranks as the world’s fifth largest supplier of food in the world. In 2024, the average Californian farmer fed 155 people, up from just 19 people per farmer in 1940. That makes it the powerhouse of U.S. agriculture, growing more than 400 commodity crops and generating 11% of U.S. agricultural value.
California supplies more than 30% of U.S. vegetables, 75% of its fruit and nuts, and is the country’s biggest milk producer, producing nearly 20% of the nation’s milk. And, of all crops grown in the U.S., 19 of them – including Almonds, Artichokes, Clingstone Peaches, Dried Plums (prunes), Figs, Garlic, Olives, Persimmons, Pistachios, Pomegranates, cannery tomatoes, Raisins, Sweet Rice and Walnuts – are grown only in California.
GLP-1 drugs like Ozempic, Wegovy, and Mounjaro aren’t just reshaping waistlines – they’re rewriting the rules of food culture. What started as a medical breakthrough for diabetes and weight loss has exploded into a lifestyle movement. For the food and beverage industry, the ripple effects are everywhere. GLP-1 users are dramatically reshaping food and beverage preferences. Compared to non-users, they show significant increases in consumption of certain items. For example, avocados are up 198%, frozen fruit by 145%, and non-alcoholic wine by a staggering 1,158%. There’s also a notable rise in demand for shelf-stable dairy alternatives (nut milks in cartons), energy drinks, and alcohol-free beverages. These shifts reflect a broader move toward functional, low-calorie, and wellness-oriented products. Restaurants and bars are rapidly evolving to meet the needs of GLP-1 users, whose reduced appetites and shifting consumption habits are redefining the dining experience. Smaller portions have become a strategic opportunity. Concepts like Clinton Hall’s “teeny-weeny meal” and Cuba Libre’s GLP-1 support menu demonstrate that downsized dishes can still deliver strong revenue when paired with premium ingredients, thoughtful presentation, and smart bundling. Other operators are following suit. Lulla’s aperitivo boxes offer curated mini-meals with high-protein bites and fiber-rich sides, designed for satiety. Fast-casual chains are experimenting with “snackable” formats — think protein-forward bento boxes, broth-based sipping cups, and fiber-packed salad shooters. Even hotel room service menus are being reimagined with GLP-1-friendly options like mini grain bowls. To meet the needs of GLP-1 users, brands are rethinking their product and menu strategies. This includes offering high-protein, high-fiber, and zero-added-sugar items, expanding fruit and salad options, and developing alcohol-free beverages with GLP-1-friendly claims. Snack-size and bite-size portions that are nutrient-dense and satisfying, with every bite delivering flavor and value, are key. Discreet menu design has also become key. Using language like “wellness portions” helps restaurants support GLP-1 users without stigma. Such language can also appeal to a broader audience, including older diners, health-conscious guests, and those seeking lighter fare. Some venues are even offering “portion personalization,” allowing guests to choose between standard, petite, or micro servings based on their needs.
Making responsible seafood choices is one of the most important ways that people can contribute to healthier oceans. Thankfully, there is growing consumer demand for seafood that is both ethical and sustainable, and an increasing number of people want to ensure they are making responsible decisions when it comes to their seafood choices. The challenge is that the path to making sustainable seafood choices is not a clear one. As consumers and ocean lovers, what are the best options? Here are some of the top questions people have about choosing sustainable seafood and some actionable tips to help navigate these complex issues. What is sustainable seafood? Sustainable seafood is seafood that is caught or farmed (also called aquaculture) with minimal environmental and social impacts. When done correctly, sustainable seafood sourcing prevents overfishing, minimizes incidental impacts to other ocean wildlife and habitats, identifies and protects essential fish habitats, and takes into account the social and economic impacts on the communities from which the seafood is sourced. How to decide if seafood is sustainable? The first step is to identify the source. Some restaurants, markets, and seafood companies have made sustainability part of their operations and will advertise where their seafood is from and whether it has any sustainability certifications, however, many places do not. Even though it may feel uncomfortable, or seems like an inconvenience, it is critical that folks ask questions about where their seafood comes from and if they don’t know their supply chain, the safest option is to avoid purchasing seafood there. Once the source of the seafood is known, using one of the guides like those listed below determines if it is sustainable: Monterey Bay Aquarium Seafood Watch (This guide has a mobile app) Ocean Wise Audubon G.U.L.F. (This guide is specific to the Gulf of Mexico region and has a mobile app) EDF Seafood Selector WWF Seafood Guides (WWF has multiple guides that are specific to different regions) Another way to reduce the impact of your seafood choices is to choose seafood species that are lower on the food chain, like oysters and mussels, which tend to be better options for a variety of reasons, one being that these animals are a primary food source for other animals, and so they reproduce faster than predatory species like tuna. Other options that are low on the food chain like domestic tilapia and catfish, clams, and sea urchins tend to hit most of the boxes on the sustainability checklist.
The movement to urban areas has been happening for decades. At the same time, a stable and secure food supply remains fundamental to society. Young farmers are now needed to replace the retiring workforce and utilize innovative technologies to increase global food production to feed a growing population. A new generation of farmers, more digitally native and concerned with conscious living, could integrate new technologies and sustainable practices, contributing to the massive growth of regenerative agriculture. Smart farming methods would mean that young farmers could take advantage of smaller land units with higher yields, incorporating innovations like precision farming, hydroponics, and vertical farming. Agriculture also offers the independence of being self-employed, appealing to a generation looking for autonomy in their work. While the younger generation isn't necessarily against working in farming and agriculture - they do need the right opportunities and incentives. A successful shift will require a combination of economic incentives, education and training, technology integration, and cultural shifts. Attracting young people to consider farming as a career in 2025 may also require re-imagining agriculture as a sector poised for technology-driven entrepreneurs. With Agtech training in digital farming tools, precision agriculture, and AI-driven farming techniques, young people now possess the skills necessary to modernize agriculture in ways unknown to previous generations. A new UN report suggests that getting unemployed youth into agricultural jobs could change the future of food security, economic growth, and climate resilience, but coordinated action is needed to unlock their potential. “Youth are the future of agriculture, and it’s essential to provide them with the skills, knowledge, and resources to succeed.” ~ Dr.Kanayo Nwanze Former President, the International Fund for Agricultural Development The global economy could soar by $1.5 trillion IF youth are empowered in farming. ~ United Nations 2025
In 2023, the Espresso Martini became the sixth most-popular cocktail in the US and, according to Pernod Ricard, online searches for the drink were up by 26% last year – but now Google data is suggesting that a new coffee-based cocktail may be about to take its crown. In the bars and restaurants of Roma Norte, a lively neighborhood in Mexico City filled with cafes, shops, and the city’s most stylish residents, there’s a whole lotta shakin’ going on. But the espresso martini is not the drink of choice being strained into glittering glassware for thirsty drinkers citywide. Rather, it’s the Carajillo. The Carajillo is a simpler drink, typically made with espresso and Licor 43, a Spanish liqueur, and often served over ice. Its distinct flavor profile, with prominent vanilla and citrus notes, results in a smoother and sweeter taste compared to the vodka and coffee liqueur in an espresso martini. With a lower alcohol content, the Carajillo also offers a more approachable option for those who prefer a lighter drink. The Carajillo's origins in Spain and popularity in Mexico also offer a sense of global intrigue, appealing to consumers looking for something beyond the familiar. While the espresso martini has been dominating cocktail and brunch menus for the best part of a decade, it appears that the Carajillo is beginning to make waves in the US, with Google searches showing a steady climb in its popularity, and Yelp data indicating a 118% increase in 2023. If you were to take what industry pundits and cocktail aficionados are saying, the carajillo is emerging as a strong contender. Now that may be a bit dramatic, but, maybe you won’t be reading about how the espresso martini is having yet another “moment” this year. It seems like we’re told we’re in the midst of the espresso martini’s latest moment every time fall or winter comes around. While the Espresso Martini is a modern classic that has been around for decades…it’s not “having a moment,” it has simply reached ubiquity. The idea that, perhaps, a lesser-known coffee serve could have its moment this year is exciting. After all, all good things must come to an end and that includes the Espresso Martini Madness. South of the border a better coffee cocktail is said to exist, and everyone in Mexico City is drinking it: the Carajillo.
Millennials and Gen Zs increasingly want to know the farm practices behind their food purchases. They are also looking for full supply chain transparency and asking what food companies are doing to combat climate change and food nutrition. At the same time, technology and imagination have now created more opportunities for small scale farmers to develop profitable businesses. Rural farms, located in outlying areas of the country, are perfect for cultivating food crops, rearing livestock, and hunting. For a farmer short on capital, there are many low-cost business ideas suited for rural areas that are easy to start as well. While these types of farm businesses usually earn less than other farms that invest in land and equipment, they continue to provide a steady stream of income. Microgreens Farming Microgreens are young vegetables or baby plants that are around 10 to 14 days old and one to three inches tall. They are the small edible vegetables that restaurants use in salads or as garnish. Chefs add them to create depth of flavor. According to Microgreens Farmer, a standard rack can produce $800 or more. The microgreen market grew from $1.91 billion in 2023 to $2.14 billion in 2024 with a CAGR of 12.2%, according to The Business Research Company. For beginner farmers microgreens are easy to grow, turnaround time is high, and they require little investment to start. They can be grown indoors or outdoors, although, for year-round yield, a greenhouse is needed, which can get pricey. However, most microgreens like temperatures similar to our homes. The Farm Stay Experience Farm experiences, where a vacationer stays on a farm, actually participating in farm life, have been popular since the 1990s. Farm stays are about having a wholesome experience in a natural environment, which makes small farms well-suited, especially those with organic farming. Usually, vacationers stay on the farm and help out with the chores, like feeding the animals. They may be treated to a tour or a small course on farming; others will simply take part in daily farm life like one of the family. Advertising can be done online or through services like Airbnb. The bottom line is, small farms are often started for the love of the land, a desire to be self-sufficient, and an appreciation for the farming lifestyle. That doesn’t mean they can’t turn a tidy profit.
For the first time in history, on June 7th, 2024, the United Nations reported that we now farm more seafood than we catch from the wild. At the same time, overfishing of wild fish stocks continues to increase even as the number of sustainably fished stocks declines. This milestone was in many ways an expected one, given the world’s insatiable appetite for seafood. Consumption of seafood has grown at twice the annual rate of the global population since 1961. Meeting this growing global demand for seafood was almost certainly going to necessitate an increase in aquaculture. As Dave Martin, program director for Sustainable Fisheries Partnerships, an international organization that works to reduce the environmental impact of seafood supply chains explains, “ Fishery production levels fluctuate from year to year, but it’s not like there are new fisheries out there waiting to be discovered, so any growth in consumption of seafood is going to come from aquaculture.” Bryton Shang, CEO of San Francisco-based aquaculture tech startup Aquabyte, points out that, “The report highlights a huge potential for aquaculture to bring economic and food security to countries around the world.” “There has absolutely been more action from regulators, nonprofits and businesses, and more conversations around the industry itself, that are evolving with new types of partnership developing,” Shang said. As an example, the Walmart Foundation and Chilean salmon farmer Blumar Seafoods have partnered with The Nature Conservancy to experiment with co-farming seaweed as a way to improve fish-farm water quality. This uptick in crucial innovations and regulations has “accelerated the production of sustainably and ethically grown seafood,” Shang said. While many problems have been linked to in-demand, intensively farmed species such as salmon and shrimp that rely on fish-based diets, farmed shellfish can, in contrast, actually improve the surrounding ecosystem, according to research published in Marine Policy. Farming herbivorous fish using indigenous Hawaiian techniques has also been reported to improve water quality and increase native fish populations. “Producing food has impacts,” states Manuel Barange, director of the FAO (Food and Agriculture Organization of the United Nations Fisheries and Aquaculture Division). “Aquaculture allows us to control and analyze what impacts we are prepared to accept and which ones we do not.” In May 2024, the FAO agreed to a set of sustainable aquaculture guidelines to help states navigate these trade-offs.
Newstalgia, as the name implies, uses nostalgic items to create something new, and Gen Xers are taking it to new heights. Whereas nostalgia relies heavily on sameness to recreate an experience in an identical format, newstalgia seeks to improve upon items of the past. Children of the ‘80s and ‘90s can probably rattle off any number of food items that defined their young lives. From Bagel Bites and Chef Boyardee to Freeze Pops and Fruit by the Foot to Hot Pockets and Lunchables, this was a generation that embraced processed and microwavable foods. Granted, the foods that spark nostalgia in Gen Xers and millennials may not be the healthiest, but that doesn’t mean they’re not due for a comeback with the current generation just hitting adulthood. Everything old is new, and Gen Zers are embracing the end of the 20th century with fervor. Food, it turns out, lends itself particularly well to the application of nostalgia because smell is the sense that is most conducive to nostalgic feelings. The nose is directly connected to the limbic system of the brain which houses emotions, so there is a strong link between odor and emotions. Research studies found that the smell of baked goods was the first and greatest olfactory stimulus of nostalgia, while other cooking scents such as pasta, bacon and meatballs came in second. Products that have been consistently popular for decades, that more than one age group might associate with their childhood, can also be particularly powerful inclusions. A crust made with OREO cookies, which have been sold since 1912, can invigorate a classic like Baked Alaska, for example, or make Boston or banana cream pie even richer and more flavorful. As the median age in the United States continues to rise, bringing back concepts that resonate with nostalgic Gen Xers and baby boomers can be a clever strategy for restaurant growth in 2024. Opportunities abound. Research has shown that Gen Xers are more likely to seek out premium experiences, travel often and regularly enjoy an alcoholic beverage than any other generation, while boomers are the least likely to say they are watching their budget.
The problem of unwanted catches has always been present in fisheries. In the EU, fishers must register all catches and bring them back to shore, which takes up time, space, and is very costly. This is where artificial intelligence (AI) comes in. Researchers from Wageningen University and Research (WUR) in the Netherlands have joined forces with the Dutch fishing industry to develop an AI-based tool, Fully Documented Fisheries (FDF), funded by the EU. The tool automatically recognises the size and species of each fish, streamlining the handling of fish and recording of catches on board vessels. Using a video camera that records the fish moving along the conveyor belt from the net unloading area to the hold of the vessel, an on-board AI unit decodes the video images to identify and record the species and size of each fish. This allows the fishers to quickly see if they were catching too many undersized fish or the wrong species, and effectively move to another fishing ground. This project goes far beyond the existing systems. With this powerful algorithm, FDF makes it possible for the fishers to respect their landing and registration obligations, improve working conditions, and enable the fisheries to be more selective. FDF not only improves the processing of catches on board and lessens the administrative burden, but it also monitors total catches in real time by size, species and weight, and generates detailed data that can be used for scientific purposes, stock estimates, research, and fisheries policy. The project blends new technology to improve data collection in commercial fisheries, ultimately leading to sustainable fisheries. As Edwin van Helmond, fisheries biologist at Wageningen University and Research, says: “We have improved data, improved stock assessment, better research, better policy and, ultimately, a better fisheries sector. It’s really a win-win situation”.
Seafood consumption is on the rise in America, and between the health benefits, nutritional value and delicious taste, it’s not hard to see why. Here’s one perspective from The Healthy Fish on America’s favorite seafood species. Shrimp tops the list of America’s favorite seafoods, with Americans eating a total of 1.27 billion pounds of shrimp a year. That works out to about 4.1 pounds per person. Shrimp has become a popular choice because of its low cost and versatility. It is often added to salads or stews, or cooked on kebabs. It also has a reputation for being healthy, low in saturated fat, a good source of protein, and one of the best sources of vitamin B12. It is also bursting in potassium and other nutrients like iron and vitamin D. The second most popular seafood in America is salmon, with Americans eating a total of 918 million pounds per year, or about 2.88 pounds per capita. Salmon’s taste and great nutritional content contribute to its popularity. It’s one of the best sources of omega-3 fatty acids and is often used in dishes like cedar plank fish and seafood corn chowder. Tuna is popular due to its low-cost canned form and its protein content. At a total consumption of 701 million pounds in America, or 2.2 pounds per person, tuna is the third most popular seafood choice. It is used in ceviche and is often eaten raw in Japanese cuisine. Its texture makes it a favorite among sushi fans. It’s also a classic in sandwiches. Tilapia is the fourth most consumed seafood, and its popularity is on the rise. Americans eat a total 440 million pounds per year, or 1.38 pounds per person. Tilapia fans love it for its versatility, its low cost and its mild and delicate flavor. It’s also popular for its nutritional value and health benefits. Just one serving of Tilapia has 21 grams of protein and is a good source of potassium, vitamin B12 and vitamin D. Thanks to its versatility, Tilapia can be used in almost any recipe that calls for seafood, including lettuce wraps, tacos and soup. It can also be used as a healthy alternative in recipes that call for chicken. Americans are trying to eat healthier, and consuming more seafood is part of their plan. One-third (36%) of adults are eating more seafood in place of meat, according to Technomic's 2021 Center of the Plate: Seafood & Vegetarian Consumer Trend Report. And two-thirds (67%) are looking for more recipes and new products to help them do so, per Mintel’s 2021 Fish and Shellfish—U.S. report. Looks like consumers are catching the seafood wave. Three-quarters of consumers eat seafood at home or away from home at least once a month, and 46% have it at least weekly; only 12% say they never eat seafood, according to Technomic.
