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When Life Gives You Lemons: Lucy’s Online Success

City of Industry, CA

During a family trip to the United States, husband and wife Miguel and Kathleen Diaz noticed that high-quality lemon and lime juices, staple ingredients for many different cuisines, were hard to find. Sensing a business opportunity, they moved from Guadalajara, Mexico, to Southern California and started Lucy’s in 2003. In 2018, they were joined by their son, Edgar.

Edgar earned his business degree and applied it to the family business. What began primarily as selling juices to restaurant wholesalers evolved into a thriving online business, largely due to Edgar’s vision of selling their products on Amazon to reach customers worldwide.

Edgar credits Amazon tools like Fulfillment by Amazon (FBA), Customer Reviews, Voice of the Customer, and Feedback Manager for contributing to Lucy’s success. Amazon Ads helps Lucy’s launch new products, contributing to the expansion of their business. They now generate millions in annual sales and have two ‘Amazon’s Choice’ products, boosting their visibility in search results and recommendation pages.

“I don’t know where we’d be without online marketplaces like Amazon that make selling super easy and inexpensive. I hope lawmakers consider the positive experience we’ve had using Amazon and other digital tools before enacting policies that could make it harder or more costly to operate online,” said Edgar.

To find out more about Lucy’s juices, vinegars, and syrups, head to their website:

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