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- The Madera Tribune

By Meredith Meisenheimer

The Madera Tribune

After growing grapes and almonds together for over 20 years, Madera farmers Alex and Jackie Lehman have decided to try their hand at cultivating pomegranates as well.

The couple founded Home Grown Cellars last year to sell the chilled and pasteurized pomegranate juice that comes from fruit they grow, harvest, press and process themselves. After just two years, Home Grown Cellars has produced about 600 gallons of pomegranate juice.

The pomegranate portion of the Lehmans' farm is still in its infancy, with just 32 of their 1,000-plus acres devoted to the fruit. Alex Lehman is hopeful that their pomegranate production will expand after its first experimental phase.

"After this year, we'll have a good idea of where to go and what markets to get into," he said.

His wife is also optimistic. "I'm sure there's a fresh fruit market as well as drying them, especially during the holidays, for ornaments," Jackie Lehman said.

The Lehmans' juice sells for $18 a gallon. Jackie said that she and her husband wanted their brand to be affordable, since other companies charge as much as $40 a gallon. "If you focus on money, then you're already losing," Alex said.

Alex first got the idea to grow pomegranates after doing research on fruits that grow well in Mediterranean climates, like the Central Valley.

Pomegranate farmers must be patient in order to see their work pay off. "Pomegranates are hard to get started," Alex said. "Once you plant them, it seems like it takes forever for them to grow."

The plants only grow a foot or two a year. "You have to water them a lot, and you look at them and wonder if they're growing," Alex said. "They won't start really fruiting until three or four years."

Nevertheless, the plants are quite resilient. Alex said the plants are very difficult to kill once they've been established.

The Lehmans are eager to tout the health benefits of pomegranates. Alex said the fruit is packed with Vitamins A, C and E and has anti-cancer effects. He also pointed to a study in the Juice Products Association Inc. Journal that claims pomegranate juice can reduce cholesterol and lower blood pressure. In addition, he said that pomegranate juice can double the level of antioxidants in the bloodstream.

"It thrills us when someone calls and says 'My doctor says that I really need this and I understand you have it,'" Jackie said.

The juice isn't produced exclusively for health benefits. Alex said they sell to wineries as far as Napa Valley and Idaho that are starting to develop special pomegranate wines.

The Lehmans have advertised in wine country classifieds, but say their business has grown locally mostly by word of mouth.

Even as their business grows, the Lehmans strive to remain connected to the local market. They have sold juice to individuals who just want it to make jelly for their personal use. "Folks can come out and buy the juice right out of the juicer," Alex said.

Customer service is also a top-priority. Jackie said that they follow up with people who buy their juice for health purposes to see how they're doing.

"I've made three deliveries like the milkmen did in the 1940s," Alex said.

The Lehmans try to always keep the needs of the community in mind while running their business. "Our philosophy basically has been that we feel that God has really blessed us, and we want to bring back to Madera products that will help the community," Jackie said.

Running the farm is a family affair for the Lehmans. Jackie quit her job as a literacy coach for Madera Unified in June so that she would have more time to help Alex with the farm.

The Lehmans have four sons ranging in age from 18 to 22. The two oldest are both 2nd lieutenants in the Army, but still do farm work whenever they're at home.

"At night, before everyone goes to bed, my husband says what needs to be done and everyone takes a job," Jackie said.

Alex hopes the pomegranate venture will grow with the community. "I don't know how big it's going to get or where it's going, but I hope that Madera accepts it," he said. "We're Madera folks. We believe in the people that are here."