Escondido Leading Healthcare in North County

The North County city is the leader in healthcare and social services with nearly 12,600 working in the industries.

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The North County city is the leader in healthcare and social services with nearly 12,600 working in the industries.

Whether it’s primary health care or specialty health — San Diego County residents never have to travel far for world-class service. San Diego County is home to thousands of providers, dozens of hospitals and research institutes, and leading life science companies shaping the larger healthcare industry. In fact, a report by the San Diego Regional Economic Development Corporation named the county as a leader in precision health with the region being an “internationally-recognized hub for scientific research and development in biotechnology, medical devices, pharmaceuticals, and foundational research.”

When it comes to North County, the City of Escondido is also leading the way. The City of Escondido’s economic dashboard shows the city is home to nearly 12,600 employees who work across 1,600 different healthcare and social service offices — ranging from family health to children's services to specialty care clinics to donor services, and more.

The array of healthcare offices in Escondido make it easy for hospitals, such as Palomar Health and Kaiser Permanente, to call the city home.

“Escondido is known as a healthcare hub in the region because of its diverse offerings in the industry,” said the City of Econdido’s Economic Development Deputy Director Jennifer Schoeneck. “General providers, specialty providers, hospitals and clinics can easily collaborate when they are just a few minutes away from each other. In addition, patients know they can receive all the services they need close to home..”

It isn’t just about getting the right service either — it’s about getting the best service. Escondido’s Palomar Health has been named one of the best hospitals in the world by Newsweek and Statista, which examined medical institutions across 28 countries, for four years in a row.

“Being recognized on this prestigious list for four years in a row speaks volumes about our consistency as a world-class organization,” said Diane Hansen, President and CEO of Palomar Health in an interview with San Diego Business-Journal. “We’re so proud of our entire team of doctors, nurses and staff for making this happen year after year, proving us to be the best in our quality of care and most importantly, patient experience.”

Photo courtesy of Palomar Health.

Palomar Health was named as one of the best hospitals in the world because of its dedication to its patients and the mission to continually innovate to ensure patients always receive the most up-to-date healthcare. The institution also aims to make healthcare and wellness fun and a part of one’s everyday life.

With the hospital’s goal of ensuring it has the most state-of-the-art technology, Palomar Health recently expanded its Neonatal Intensive Care Unit. The Unit includes a multidisciplinary team including: neonatologists, specially trained neonatal nurses, specialized respiratory care providers, occupational and physical therapists, lactation consultants and counseling services, among other offerings. The NICU is a joint venture between Rady’s Children and Palomar Health.

“Whether you’re the newest resident to be born in the city or you’ve lived here for decades, Escondido has services that address all stages of life,” Schoeneck said. “It’s why many healthcare workers come to Escondido, why people move to Escondido and why our healthcare industry continues to expand and evolve in Escondido.”

For more information about the City of Escondido’s healthcare industry, go to

Escondido AgTech Events Connect the Local Agriculture and Food Production Community

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Ever since the first crops were planted in Escondido soil in the early 1900s, the city has been a home for agricultural businesses and farmers. Escondido farms make up 19% of San Diego County's agricultural production, and the sector is one of the top employers in the city. As agriculture gained steam in Escondido, it was inevitable that related industries would also thrive here. Agricultural technology, or AgTech, has grown tremendously in Escondido. With existing agricultural roots and ample resources for new businesses, Escondido is a top locale for AgTech startups and established companies to operate. The city is heavily invested in the success of the AgTech sector, and has recently introduced a number of initiatives to help companies collaborate and expand. 

In October 2022, the City of Escondido co-hosted the region’s first-ever AgTech Startup Hackathon,  a three-day event bringing together farmers, technologists, community leaders, engineers, and more. Event attendees enjoyed a jam-packed agenda that focused on food system problems and innovative solutions. The success of the event, which saw over 200 attendees, has inspired the city to make the event a more regular affair and a January 2023 event re-convened the community successfully. As such, a third AgTech event will take place May 2, with more scheduled to come throughout 2023. 

Farmers, politicians, business and technology leaders, investors and community activists united for the first AgTech Startup Hackathon.

“At the City of Escondido, we know that shared resources and collaboration are at the heart of the success of our local economy, especially in agriculture, where many factors are pressuring farmers every day,” said Jennifer Schoeneck, Deputy Director of Economic Development at the City of Escondido. “Most of our local farmers are already engaged in using technical tools to increase efficiencies, and our community of technologists want to know how else they can support local production efforts. These AgTech events are some of the best ways for farmers, innovators, business leaders, and more to work toward independence, and efficiency.”

12 teams competed in the Hackathon, with the top companies winning seed money to develop their businesses.

Event attendees will enjoy curated match-based networking, fireside chats, mentor hours with experienced professionals, and pitch practice with feedback at May’s event. The AgTech events are just one element of a robust initiative led by the City of Escondido to support agriculture and AgTech. Another important success for agriculture came when the City was approved to convert an old mattress factory and warehouse into an AgTech incubator, providing a space for researchers, entrepreneurs, and venture capitalists to come together and support new and novel businesses that can serve the agriculture sector in North County. 

To register for the upcoming AgTech event on May 2, click here.

Supporting Biotech Ecosystem

Escondido Companies Play Key Role in the Region

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San Diego’s biotech story began in the 1950s, when various academies – Salk Institute, Scripps, and the University of California, San Diego – cropped up in the city. They would go on to become some of the preeminent research institutions for biotechnology in Southern California and in the nation. By 1965, the area now known as Torrey Pines Mesa was designated for science and research development, and the fruits of that labor have cemented San Diego as the third largest hub of biotechnology in the world.

Today, biotechnology contributes $27.7 billion to the local gross product and sustains 63,706 high-paying jobs in San Diego. The city is made up of 2,162 labs and biotechnology companies. But even outside the biotech epicenter of San Diego, Escondido has become its own hub for B2B companies that service the biotech industry. Not only do these companies benefit from commuter-friendly proxmity to their client base, but they can take advantage of Escondido’s larger and more accessible building and facility spaces, lower cost of living, and diverse community. Those are just some of the factors that motivated the owners of Pacific Ergonomics, a supplier of innovative design solutions and ergonomic furniture for labs, office spaces, and healthcare facilities, to relocate from their San Diego office in Mira Mesa to a fully equipped showroom and headquarters in Escondido.

“We didn’t know a lot about Escondido when we were searching for a new office and showroom space to purchase,” said Annie Berzanski, CEO of Pacific Ergonomics. “But we became enamored with the community, the accessibility to our client base, the on-going transformation of the city, and the livability that would make it a seamless transition for ourselves and for our employees.” 

The density of biotechnology companies in San Diego creates a pipeline of opportunity for B2B companies like Pacific Ergonomics to bolster the industry. Choosing the right office furnishing and lab furniture for biotechnology labs is as much of a science as the work that goes on there. The team at Pacific Ergonomics tailors its ergonomic furniture solutions based on their clients’ processes, employee needs, ergonomic gains, and risk factors. There are several injury and productivity issues that can be addressed with the right retrofitted furniture, shares Berzanski. Poor ergonomic setups contribute to more sick days, and uncomfortable employees are not productive.

Pacific Ergonomics customizes tables, benches, and laboratory stools for wet labs, dry labs, technology labs, university labs, clean rooms, or ESD (Electrostatic Discharge) labs

“Incorrect ergonomics workstations cost companies $15 billion every year in Workers Comp claims,” said Berzanski. “Our goal is to not only help our clients reduce their risk, but create a work environment that boosts productivity and allows employees to feel safe, happy, and comfortable.”

While Pacific Ergonomics is still settling into their new space, it will soon be outfitted with top-of-the-line ergonomic office furniture, medical furniture, unique ergonomic solutions, and lab furniture solutions to experience firsthand. Located in the historic district on Grand Avenue, Berzanski shared her appreciation for the immediate welcome paid by the Escondido community. 

“Our old office was really just a hub for us to do business, but our new space allows us to showcase our solutions and welcome our clients, procurement teams, HR teams, EHS professionals, designers and architects to visualize their spaces,” said Berzanski. “We are grateful to the Escondido business community and the City of Escondido who have made us feel immediately at home in Escondido.”

Of course, Escondido’s biotech companies don’t just center operations around the happenings in San Diego. Aquacyl, a woman-owned and woman-run wastewater treatment technology company that serves the food and beverage industries as well as oil and gas mediation, launched a pilot program for its swine water treatment at a local teaching farm located at San Pasqual High School. By installing a BETT™ system, Aquacyl was able to demonstrate to students how agricultural technology can reduce the overall land footprint and treatment time of hog production wastewater. Agtech is another legacy sector in Escondido that supports our dense farming community, and benefits the region overall.

At the recent San Diego AgTech Hackathon event, more than 100 entrepreneurs, farmers, investors, students, and community leaders were brought together to discuss solutions for some of the pressing issues facing California’s agricultural industry and food supply. 

For more information on how the City of Escondido supports its key industries and local businesses, visit

Give the Gift of Downtown

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The Escondido Hotel. A horse stable. A meat market. And a combination furniture store-mortuary. These are just a few of the businesses that made up the streets of Downtown Escondido shortly after its 1888 incorporation, when a trip to San Diego was a day-long journey. During Escondido’s formative years, the businesses on Grand Avenue were the go-to spots for locals to get groceries, visit the blacksmith, or pick up a newspaper.  And while today’s downtown businesses have modernized, the value to the community is the same. Escondido’s downtown district is the epicenter of the City’s retail, dining, entertainment, and more. Locals and tourists can experience a mix of old and new in Downtown Escondido, where historic buildings share sidewalks with brand new businesses.

Escondido’s Grand Avenue in 1889

The rise in ecommerce and home delivery have made it easier than ever to get goods to your doorstep. But the impact of shopping local and spending local cannot be overstated. Small businesses generate $68 of local economic return for every $100 spent with them. One of the hardest hit sectors during the pandemic, local small businesses rely on loyal customers and steady foot traffic. And it’s not just a matter of choosing your local department store over a neighboring city’s. Shopping local truly means shopping small. Local businesses generate 70% more local economic activity per square foot than big box retail.

The growth and success of Escondido’s downtown region is a priority for the City, which is why it invested in the Grand Avenue Vision Project. The seven-year project renovated elements of Grand Avenue — the main drag of Downtown — to make the street more pedestrian friendly, improve parking, and expand outdoor dining space. Finished in April 2022, the response to the changes has been overwhelmingly positive from both business owners and shoppers. 

The Grand Avenue Vision Project included sidewalk widening for sidewalk dining and pedestrian traffic.

“Everybody loves the area,” said Alex MacLachlan, president of the Downtown Business District. “The historic architecture, the fun vibe; we are just trying to make Grand’s potential realized.”

Enhanced accessibility for pedestrians and drivers is especially important on Grand Avenue since it is the annual locale of the beloved Cruisin’ Grand event. Dubbed the No. 1 car cruise in the nation by Curbside TV, Cruisin’ Grand invites people to stroll through Grand Avenue and beyond to admire hundreds of high-end hotrods and vintage cars. And while the cars steal the show, the event itself is a great spot to run into neighbors, catch up with friends, and discover the new businesses and sights in Downtown. 

Grand Avenue is closed for cruisin’ but open for perusing.

Whether residents are attending Cruisin’ Grand or popping into a restaurant, the City of Escondido encourages locals to shop, dine, and spend locally whenever possible. And doing so is easier than ever with the new Downtown Escondido Gift Card Program. Gift cards can be used at any of the participating retailers, restaurants, venues, and amenities in Downtown Escondido. The Downtown Escondido Gift Cards not only serve as an excellent present for friends and family, but they also give residents a personal sense of responsibility in supporting small businesses. Not sure where to start? Below we cover just a few of the fun ways you can use the new Downtown Escondido Gift Card to craft your own downtown experience.

Stone & Glass

Escondido’s premier glass art gallery, Stone & Glass, offers Grand Avenue shoppers the opportunity to take a glass blowing class, purchase a gift, or commission your own custom piece. Founder James Stone opened Stone & Glass more than 20 years ago, and is best known for his use of color, and his unique process of casting glass hot out of the furnace and directly into sculpted metal. 

Inside Stone & Glass, located at 629 W Grand Ave. Photo credit: Stone & Glass


Residents and visitors can shop local vendors all in one place at Daydream, a boutique retailer showcasing curated goods from Escondido makers. All items are either handmade, designed, produced, or curated by local vendors. Featuring a rotating selection of home goods, gifts, apparel, accessories, and more, Daydream provides another outlet to shop local, spend local.

Daydream is one of Escondido’s many woman-owned and minority-owned businesses. Photo credit: Daydream

Ginger Road

Stop into Ginger Road Wellness & Spa, located at 146 E Grand Avenue, for some well-deserved “me” time. Ginger Road offers a luxurious selection of facials, peels, and other skin treatments. Using the latest technology and finest ingredients, Ginger Road can address any skin concern and also sells a variety of goods in its Spa Shop. 

With the slogan, “Self care is the new health care”, your skin will be glowing after a facial at Ginger Road. Photo Credit: Ginger Road

The Grand Tea Room

An invitation to a tea party became the inspiration for bringing a proper tea room to Escondido. The Grand Tea Room owner and operator Louisa Magoon came into the tea business after a successful career in corporate food services. When there was a major shift at her company that left her looking for a new job, her husband encouraged her to try something new and open her own tea room and gift shop. Living in Escondido, she knew it was the perfect place for such a shop. They searched Grand Avenue and found a vacant spot that needed some work. They signed a lease in February 2011 and by August, The Grand Tea Room became a downtown staple that Magoon now runs with her daughter Leola. 

Outside patio area of The Grand Tea Room.

As a business owner, Magoon knows the importance of embracing other businesses in the Escondido area. That’s why as a member of the board of directors for the Escondido Downtown Business Association, she helps get the word out on upcoming events and meetings in newsletters and alerts to the community. 

A Delight of France

A Delight of France has been an Escondido household name since it opened in 1990. Its original location on Grand Avenue welcomed thousands through its doors to enjoy French breads, pastries and fine French cuisine. The owners of A Delight of France — Alberta Agyan and her daughter Grace Hall — are now preparing to move to a larger, two-story building on Grand Avenue. In an interview with Escondido Times-Advocate, Agyan said, “I think of this as a whole new exciting adventure. I can’t thank our community and my customers enough. They kept supporting us through the last couple of years. I never thought I would be owning a new building but it’s because of our faithful customers. I hope to give them back a place they will be proud of and can come with family and friends for years to come!”

The mother-daughter team of Alberta Agyan and Grace Hall. Photo credit: Escondido Times-Advocate

Manzanita Roasting

While many spent 2020 working from home, couple Weston and Samantha Nawrocki discovered the perks of opening a new business closer to home. In November, they opened  Manzanita Roasting, a premium coffee shop on Grand Avenue. Even though indoor dining was limited when they opened, the Nawrockis launched a subscription service for their packaged coffee to get locals hooked on their brews. And it worked. 

“We ship all around the country and an order of two bags or more ships free,” Samantha Nawrocki said. “It’s just really good, quality locally roasted coffee, that’s sourced. What my husband does is kind of upping the game. He’s always roasting it better and better, making sure that he gets the perfect sweetness from the coffee.”

Manzanita Roasting on the corner of Grand Avenue and Juniper Street.

The Downtown Escondido Gift Cards can be purchased in any amount, online or in select downtown stores. All-digital and always available on your phone, the Downtown Escondido Gift Card is great for the holidays, birthdays, teacher appreciation, coach gifts, or just to show your appreciation to a friend. You can find which downtown businesses accept the Downtown Escondido Gift Card at More businesses are being added daily, so check back often. 

Meet the Women Leading Their Industries in Escondido

Celebrating National Women’s Small Business Month

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In October 1988, the U.S. Congress passed the Women’s Business Ownership Act to promote the growth and development of female entrepreneurs. When this important legislation was enacted just 34 years ago, less than 10% of working women owned businesses. Today, women own 1.1 million small businesses across the U.S., with the majority of them headquartered in California. An analysis by Clarify Capital found that California ranked No. 1 for women-owned businesses, and that business-friendly environment has trickled down to its cities as well. Escondido is proud to be the home to countless women-owned small businesses who are using their talent, innovation, and vision to lead their respective industries, provide gainful employment, and give back to their communities. Join us in celebrating their achievements by reading their stories below. 

Arts & Culture

During the pandemic, women-owned businesses were among the hardest hit. And with a business that revolves around public and close gatherings, both Mirrored Memories and The Photographer’s Eye were even more vulnerable. But these Escondido-based businesses were able to retool their services and pull through the pandemic stronger than ever. Today, the women behind these photography businesses continue to thrive and capture memories for local Escondido events. 

Mirrored Memories

Founded by Rina Connolly, Mirrored Memories is an Escondido company providing mirrored photo booths and modern selfie stations at events such as birthdays, weddings, retirement parties, and community events. By utilizing touchless designs, QR codes, and other safety measures, Connolly was able to stay in business as social distancing measures eased during the pandemic.

Partygoers demonstrate how the mirrored photo booth creates memorable shots.

The Photographer's Eye

One of the most valuable resources small businesses provide is an opportunity for locals to find community and belonging. That’s exactly what happens at The Photographer’s Eye, a space for photographers from all levels to learn and hone their craft. Founder Donna Cosentino is also the director and curator for the collective, which features 15 professional photographers from the region.

The Photographer’s Eye is located on Grand Avenue.

Beer & Wine

Escondido’s restaurant and dining sector provides ample entertainment to residents, attracts tourists, and supports the local economy. And while the beer and wine industry has long been a male-dominated environment, three Escondido women are making a name for themselves in the boozy scene.

SIP Wine & Beer

Cassandra Schaeg, owner and operator of SIP Wine & Beer, is on a mission to inspire her fellow Escondido neighbors to live, work, and play in the local community. Formed in 2015 and open since June 2016, SIP has evolved into a space for women, minorities, and local beer and winemakers to showcase their products.

Cassandra Schaeg is the owner of SIP Wine & Beer. 

Altipiano Winery

Denise Clark, owner of Altipiano Winery, has garnered local, national, and international attention with her diverse red wines, produced from brunello grapes in Escondido’s backcountry. Her creations have won Double-Gold, Gold, and Silver medals at the San Francisco International and San Francisco Chronicle Wine Competitions.

Denise Clark is the owner of Altipiano Winery.

Little Miss Brewing

Jade Mischner, owner of Little Miss Brewing, opened the Escondido location in September 2019 in the heart of the downtown district and has six other locations in the region. In addition to its diverse selection of beers, Little Miss Brewing is also known for its charitable contributions and community involvement. 

Information, Communications & Tech

With close proximity to San Diego and affordable living for young families, women-owned tech and ag-tech businesses are thriving in Escondido and providing vital innovation to the city.

Left Coast Engineering

Left Coast Engineering, founded by Anita Baranowski, is an electronics product design firm that creates everything electronics including software, software interfaces, and controls as well as electronics equipment, apps, and electronics encasements. Baranowski and her team of 20 helps clients build their products and navigate the way they bring their products to market.

Anita Baranowski (left) founded Left Coast Engineering.


Aquacycl is a woman-owned and woman-run wastewater treatment technology company. Out of their team of nine, six are women, including Orianna Bretschger, CEO and founder of Aquacycl. Aquacycl’s BioElectrochemical Treatment Technology offers an onsite water treatment technology that breaks down 80-90% of wastewater and converts some into energy for food and beverage industries as well as oil and gas mediation.

Orianna Bretchger is the founder and CFO of Aquacycl.

Specialty Food & Beverage

In the booming specialty food and beverage industry, four Escondido women are embracing community, celebrating every occasion, and creating quality food experiences.


Growing up in Escondido, EscoGelato founder Suzanne Schaffner loved her community and the hometown feel of the downtown area. She opened the café and gelato shop in the heart of downtown Escondido, where she serves up fresh, seasonal gelato using locally grown ingredients.

Owner Suzanne Schaffner stands outside Esco Gelato.

The Grand Tea Room 

An invitation to a tea party became the inspiration for bringing a proper tea room to Escondido. The Grand Tea Room owner and operator Louisa Magoon came into the tea business after a successful career in corporate food services and provides a glamorous, high tea experience in the heart of downtown Escondido.

Louisa Magoon is the owner of The Grand Tea Room.

Sunny Side Kitchen

Kate Carpenter, owner of Sunny Side Kitchen, has been running the beloved community restaurant for over five years in Escondido. Serving fresh, homemade California cuisine, Sunny Side Kitchen is known for its homestyle comfort foods such as meatloaf, mushroom chicken, and cinnamon rolls.

Bob and Kate Carpenter are the owners of Sunny Side Kitchen. 

Deanna’s Gluten Free 

Deanna Smith’s Escondido-based business Deanna’s Gluten Free is one of the most successful gluten-free bakeries in the country. Available at major grocery stores, local restaurants, and farm stands, Deanna’s Gluten Free bakes about 1,500 loaves of bread daily and nearly 50 additional types of pastry and gluten-free products a week.

Deanna Smith’s gluten-free recipes start with whole ingredients.

Stores & Boutiques

Like many cities, Escondido relies heavily on the success of its retail establishments to contribute sales taxes to the city and fund future improvement efforts. And these women-owned businesses are helping achieve just that. 


Mei Bautista, owner of Daydream, a boutique shop that sells unique gifts made by local Escondido artists and makers, is a shining example of the spirit of entrepreneurship in Escondido. Opening Daydream on a whim and with great passion, the store has amassed an avid local following that has allowed Bautista to plan a second location on Grand Avenue.

Owner Mei Bautista, center, with Daydream employees.

Deborah’s Next to New Consignment

Deborah’s Next to New Consignment, which has been a general household consignment store in Escondido for 45 years, survives thanks to the tenacity of its owner, Tami Marmon. She ensured the store reopened during the pandemic after a three-month closure so that residents in-need still had a community resource for essential goods. 

Tami Marmon (left) is the owner of Deborah’s Next to New Consignment. She is pictured with manager Jeff Kitfield.

The Centre

For over 40 years Judy Jones-Cone has made it her purpose to give customers an unforgettable car buying experience. In 2009, she opened The Centre on Auto Park Way near the 15 freeway, giving customers both quality services and exquisite event spaces in one easily accessible location.

The City of Escondido is proud to support the passionate and innovative women business owners in the community. For more information on the resources available to women and minority entrepreneurs, visit

Escondido Economy Rich in Agriculture and Ripe in Technology

City hosts AgTech Startup Hackathon as a kickoff to bring the AgTech community together 

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Escondido’s rich agricultural history has cemented its position as a key farming community in San Diego County. But its agricultural make-up goes far beyond the traditional citrus, avocado, and grape crops that have colored the city hills since the early 1900s. Today, Escondido’s agricultural industry has evolved to include specialty crops, sustainable farming systems, and technology that saves water, increases output, and conserves energy. This diverse ecosystem has made Escondido a unique and bustling location to support AgTech efforts in Southern California.

Residents and Escondido neighbors can get involved in growing the local AgTech scene at the AgTech Startup Hackathon event weekend. Taking place October 21-23, the event will bring together farmers, technologists, community leaders, engineers, and more to enjoy a jam-packed agenda that focuses on food system problems and innovative solutions. 

Secure your ticket here, and in the meantime, read more about the agriculture and AgTech companies and efforts already making an impact in Escondido and beyond.

Escondido Companies and Organizations Supporting AgTech 

San Diego County Farm Bureau

San Diego County contributes $1.8 billion annually to the local economy, with many of those dollars coming from Escondido’s agricultural impact. The San Diego County Farm Bureau – located in Escondido – helps farmers navigate a complex regulatory environment and advocates for farmers so they can remain economically viable in San Diego County. 

San Diego County Farm Bureau offices are in the AGHub building in Escondido.

Escondido’s MFRO Water Filtration Facility

In 2012, Escondido officials were faced with the reality that the City needed a new and innovative solution to deal with its wastewater. Last year, the City broke ground on a new Membrane Filtration Reverse Osmosis (MFRO) Facility, which will treat Escondido’s recycled wastewater so that it is usable for agriculture. Instead of wasting usable water and sending it through a pipeline into the ocean, this water will now be directed back into the City and used by farmers to water their crops.

Computer rendering of the MFRO facility to be completed in 2023.

Aquacycl’s Wastewater Regeneration

Headquartered in Escondido, Aquacycl is a woman-owned and woman-run wastewater treatment technology company. Aquacycl’s BioElectrochemical Treatment Technology offers an onsite water treatment technology that breaks down 80-90% of wastewater and converts some into energy, which fuels the system, and safely disposes into our waterways.

Aquacycl’s BioElectrochemical Treatment Technology wastewater systems in use on a site.

Past, Present, and Future of Farming in Escondido

Tucked away in foothills, Escondido may be the “hidden” valley of San Diego County, but its agriculture footprint is no secret. For centuries, Escondido’s reputation as a grower’s haven drew in farmers far and wide to plant their roots in the city. Many of these growers still operate in the City today, and many new faces have joined, introducing more techniques and products in the region.

The beautiful avocado farms in Escondido.

Escondido Tackles Drought with Novel Solutions

Escondido understands the importance of conservation and regenerative practices, and was recently ranked No. 1 in the County for its performance and progress on its Climate Action Plan (CAP). Through diversified water sources, conservation, and a nationally renowned desalination plant, San Diego County has been able to stave off water supply issues for the foreseeable future thanks to the efforts spearheaded by Escondido.

In 1889, the Escondido Irrigation District was formed in order to augment local agricultural water supplies.


Escondido Finds Ample Ways to Save Water

Escondido’s innovative water treatment and saving methods serve as County model

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Southern California is facing its toughest drought in 1,200 years. And while San Diego County’s water costs are 26% higher than its surrounding metropolitan counties, the region is also decades ahead in terms of water storage and supply. Through diversified water sources, conservation, and a nationally renowned desalination plant, San Diego County has been able to stave off water supply issues for the foreseeable future. Many of these efforts have taken place in Escondido, where advanced water recycling initiatives have been setting precedents for other drought-stricken cities. In fact, Escondido has been quietly leading San Diego County on climate change efforts, and was recently ranked No. 1 in the County for its performance and progress on its Climate Action Plan (CAP). 


  • Escondido earned a 97.5 score, the highest in the County, on the 2022 Climate Action Plan Report Card

  • Escondido’s overall score is based on its direction to increase climate equity, green infrastructure, and food availability

  • Escondido joined the Clean Energy Alliance to bring Community Choice Energy to the City’s resident and local businesses in 2023

“Not only is Escondido leading in water conservation, but the quality of our water is also noteworthy,” said Christopher McKinney, City of Escondido Head of Water Utilities. “Our advanced water treatment plants ensure our drinking water meets or exceeds all state and federal health standards for water quality as noted in the 2021 Water Quality Report. We also took a more ambitious approach to incorporate new and more stringent quality control processes over the last two years, making the Escondido Water Quality Lab one of only two California labs already compliant with new accreditation standards.”  

Escondido has a long history of acting fast on water woes. When the city was incorporated in 1888, the influx of families moving to the area quickly pressured the water supply. Within a year, local farmers formed the Escondido Irrigation District to ensure both residents and the booming agricultural sector had steady water access. By building the 15-mile Bear Valley Dam, Escondido was ahead of its time in engineering. 

In 1889, the Escondido Irrigation District was formed in order to augment local agricultural water supplies.

Eighty years later, the City of Escondido acquired the Escondido Mutual Water Company, marking the beginning of a sustained period of water infrastructure. This era provided the basis for much of what Escondido relies on today for water supply. The City’s latest efforts in water have revolved around innovative wastewater treatment solutions to bolster the region’s agriculture amid climate change. Escondido, and San Diego County as a whole, has invested significant energy and resources into meeting new water measures, such as:

  • Household water restrictions regarding irrigation, landscaping, and recreational water use

  • Customer-request-only water conservation regulations at restaurants, hotels, and other public spaces where food and drink is served

  • Converting agricultural land from untreated water sources to treated water sources

“Escondido has a long history of being ahead of the curve on sustainable practices,” said Jennifer Schoeneck, City of Escondido Deputy Director of Economic Development. “Our proactive and comprehensive strategy to water conservation has made our city an enviable locale for innovative companies and new and novel water-saving solutions.”

Escondido’s Methods of Sustainability

Innovative water-saving techniques and the companies that spearhead them are originating in Escondido thanks to the city’s agricultural sector and commitment to regenerative practices. The city takes a multifaceted approach when it comes to water conservation and its methods have proven effective. 

Wastewater Treatment

The City is home to several water treatment companies. AgTech and clean-tech startups choose Escondido for its rich agricultural sector, proximity to San Diego, and business-friendly environment.

Aquacycl, a woman-owned and -operated wastewater treatment technology company, helps food and beverage companies save money on their sewer discharge by breaking down 80-90% of wastewater and converting it to energy. 

Aquacycl’s BioElectrochemical Treatment Technology wastewater systems in use on a site.

Escondido-based SmartCover Systems’ groundbreaking monitoring technology helps wastewater utilities avoid sewage spills and reduce maintenance costs. Since 2005, SmartCover Systems has prevented thousands of sewage spills across the country and saved utilities companies millions of dollars.

Agricultural Water Recycling

The City of Escondido is nearly ready to put its new water filtration system to work for farmers. Expected to be finished in 2023, the water filtration system would take more of the water that is already treated to the recycled water standard and further treat it so that it is usable for agriculture irrigation in Escondido.

Membrane Filtration Reverse Osmosis (MFRO) Facility Project locations.

The plant will solve a billion dollar problem in Escondido and support growers and farmers who have been facing water shortages for years. In an interview with the San Diego Union-Tribune, Eric Larson, Executive Director of the San Diego County Farm Bureau, said the recycled water program will not just reduce the cost of water — perhaps by about 40 percent — but will also produce a reliable, drought-proof supply.


Escondido offers several water-wise workshops, classes, programs, and contests for residents to implement drought-tolerating landscaping. Even little ones can get in on the fun. Since 1991, fourth graders in the Escondido water district have participated in an annual poster contest, giving local students the opportunity to illustrate the value of the city’s water resources.

Resident Rebates

Residents and businesses who invest in water-saving solutions, from efficient washing machines to toilets, can get some of their money back through a variety of rebate programs

“We take regenerative practices seriously in Escondido,” said Escondido City Manager Sean McGlynn. “Shifting towards water and energy independence, zero waste, and clean technologies is a top priority for the City. Thankfully, with so many innovative water companies and infrastructure in our community, we are able to confront these challenges head-on and continue Escondido’s legacy as a leader in climate action.”

Farming for the Future in Escondido

How agriculture and AgTech grows in San Diego’s North County

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Tucked away in foothills, Escondido may be the “hidden” valley of San Diego County, but its agriculture footprint is no secret. For centuries, Escondido’s reputation as a grower’s haven drew in farmers far and wide to plant their roots in the city.

Escondido had — and still boasts —  a unique and ideal environment for agriculture that makes it a premier locale within San Diego County and all of California. That’s why the County’s first avocado tree was planted here in 1892. You don’t have to be acquainted with our local farmers to see the impact of the industry all around you.

  • Escondido farms make up 19% of the County's agricultural production

  • About 5,000 acres of Escondido are avocado groves, citrus trees and nurseries

  • Avocado revenues alone impact the economy by more than $100 million per year, and most of these dollars are spent by farm employees and by farms purchasing equipment and services

  • Agriculture, along with food and beverage production related to agriculture, are two of the largest employment clusters in the City of Escondido, employing over 2,446 people.

A rainbow cascades the vineyards at Highland Valley Vineyards.

“Escondido has a rich history of farming throughout the area,” said Jennifer Schoeneck, Escondido’s Deputy Director of Economic Development. “It really is a hub for farming in San Diego County.”

And it all started in the late 1800s, when the first Escondido farmers came to the region to grow citrus, grapes and avocados. Many of these families are still operating today, a rare multigenerational legacy as agricultural resources dwindle. Today’s Escondido growers face mounting water shortages, the pressures of climate change, and labor woes. The pandemic exacerbated these issues.

Aquacycl’s BioElectrochemical Treatment Technology wastewater systems in use on a site.

“Escondido is ensuring long-term viability for agriculture,” said Hanna Gbeh, Executive Director for the San Diego County Farm Bureau. “An example of that is the clean water pipeline they are constructing. This is a national model of how to successfully make sure you can keep agriculture continuing to develop in urban environments.”

Water isn’t the only commodity being recycled in Escondido. Part of Escondido’s investment in AgTech also involves cleantech and other clean measures, such as food waste recycling. Through the help of EDCO, Escondido residents were able to adopt California’s new food waste laws, requiring that food waste scraps, yard trimmings and other organic waste be disposed of properly in green bins. These compostable materials play an important part in agriculture. Companies like EDCO work to break down these materials into microorganisms that can be used in farming. 

Computer rendering of the MFRO facility to be completed in 2023.

Microorganisms made from the breakdown of our materials help companies and farmers rely less on chemicals, antibiotics and other additives that help their production. That was the quest for Escondido business owner and scientist, Dr. Suresh Menon, who founded Menon Renewable Products, a company that makes a revolutionary animal feed that converts waste into feed for animals. It is the first product of its kind to do this while getting rid of the need for antibiotics in animal feed. 

Serial entrepreneur and inventor Dr. Suresh Menon.

Providing a reliable and safe supply of food for animals is an important effort, as food production greatly strains the health of our environment. It’s one of the primary concerns for Bill Toone, an Escondido biologist and conservationist who founded Ecolife Conservation to create healthy ecosystems between humans, plants and animals. Ecolife tackles a number of environmentally draining challenges, such as smoke-free cooking. 

These companies and innovative leaders find home in Escondido due to the dedicated concentration made by the City to nurture these efforts. No one does it better than Escondido, which is why the San Diego County Farm Bureau opened its AgHub in the City in 2017. The San Diego AgHub, located off of Broadway and 4th Avenue, acts as the home base for farmers, growers and AgTech companies to exchange ideas, information and resources. 

San Diego County Farm Bureau offices are in the AGHub building in Escondido.

It’s here where agriculture companies like Henry Avocado, can learn the latest from their local government. Founded in 1925, the Escondido-based avocado pioneer company counts on Escondido’s business-friendliness to continue to expand in the City. 

The beautiful avocado farms in Escondido.

“Being located on Escondido's Harmony Grove Road gives the company a central location among its Southern California customers and easy access to Interstate 15 and Route 78,” said Henry Avocado Co-Founder Charles Henry. “Henry Avocado was built on strong relationships with business associates and customers, which gives the company more reason to stay and grow in Escondido.”

We’re happy to have Henry Avocado, and others, contributing to Escondido’s glorious agriculture and AgTech sectors. Whether we’re harvesting avocados or recycling water, Escondido’s farming future looks bright. 

January 2022

The Future of Clean Tech Trucking is in Escondido

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The Future of Clean Tech Trucking is in Escondido

Originally posted January 2022

Escondido is making a name for itself as a leader in the clean tech industry, and one of the businesses on the forefront of clean tech is RockeTruck.

RockeTruck is creating zero emission electric power freight trucks that can operate with a range up to 400 miles while carrying the standard maximum capacity 80,000-pound load. President and CEO Michael Simon, who was the principal founder and first CEO of Escondido-based TransPower, a company that developed motor-battery propulsion technologies for big rigs, is now focused on building trucks from the ground up.

RockeTruck President and CEO Michael Simon with the Shell "StarShip" truck, a diesel prototype whose advanced aerodynamic design RockeTruck wants to adapt to battery-electric and fuel cell trucks.  Photo credit Shell Lubricants.

 “We’re trying to consolidate and modernize the packaging of all these components, the batteries, the motors, the controls, in ways that can make it faster, cheaper and easier to put in a truck or bus,” Simon said. “The best way to do that is to start from scratch and build the entire bus or the entire truck around it.” 

The PowerBox(™) design uses compact lithium-ion batteries and hydrogen fuel cells to power vehicles.

The trucks will be designed with a PowerBox(™), a multi-use building block system that features compact multiple fuel cell and battery configurations. The PowerBox can also be used in mobile fuel cell generators — portable power plants that generate electricity using a combination of hydrogen fuel cells and lithium-ion batteries. By mixing fuel cells and batteries, RockeTruck is creating an energy conversion device that keeps the vehicle or mobile generator operating longer than with an electric battery alone and without the polluting excess of diesel-powered vehicles or generators. 

 “Our goal is to mix and match fuel cells and batteries in different ways,” Simon said. The PowerBox(™) version, shown in the image above, has two fuel cells and a total of eight different battery modules. 

The body of the vehicles is being manufactured by RockeTruck. 

“We are planning to use 3D printing to manufacture as many of our parts as we can,” Simon said. This includes the body, the module that holds the batteries, and the chassis. 

 A sleek aerodynamic design will accompany its innovative technologies. Designer Robert Sliwa, who originally designed a similar prototype for Shell Lubricant Solutions called the Shell Starship has created a sleek-looking vehicle that not only gives the trucks a futuristic appeal, but cuts energy consumption usage by about one-third, adding approximately 120 miles of range to the vehicles. 

Simon believes these new trucks, which are using similar body design to Shell’s Starship truck, will be available by mid-2025. He also plans to develop other vehicles from the ground up including buses and various sized trucks. Commercial prices for the Starship-style trucks and other vehicles have not yet been determined, but are expected to be competitive with the costs of similar vehicles on the market, which can range from $100,000 for conventional diesel trucks to more than $500,000 for advanced technology vehicles. Like traditional combustible engine trucks which have an expected lifespan of 10 years, the battery life of the Starship-style truck is also up to 10 years. However, the batteries are easily replaceable and the trucks themselves can reach a working lifespan of 30 years and 1 million miles. 

In addition to the vehicles, the stacked battery design is also being developed as portable generators that can power these trucks or provide power to large buildings, several small houses, or a hospital. 

“The fuel cell battery box can be transported to any location and uses an electric generator as well,” Simon said. “So we are going after both markets.”

 RockeTruck is one of two recipients out of 15 that has been awarded a $3 million grant by the California Energy Commission to develop and build the mobile fuel cell generators (MFCGs). In collaboration with Southern California Edison and San Diego Gas & Electric, the MFCGs will be test operated in 2023-24.    

RockeTruck’s team consists of a core team of senior personnel who average 50 years of professional experience in engineering and the clean tech industry. Additionally, nearly a dozen consultants and advisors are working with the team to continue the research and development of these new trucks and generators. 

For the City of Escondido, Simon and his team are a welcome enterprise. “We’re proud to be a home to serial entrepreneurs like Mike, who are changing the world with new technologies,” said Jennifer Schoeneck, Deputy Director of Economic Development. “He and his team are passionate about being in Escondido, and we are happy to have them here and help support their success.”

As with TransPower, Simon continues to grow RockeTruck in Escondido because he feels the City supports a business-friendly atmosphere with accessible City officials who understand business needs and who continue to support local companies.

“The City is particularly interested in attracting and retaining clean tech companies like RockeTruck, so it’s a great fit,” Simon said. “Escondido is also favorably located, with convenient freeway access and a major transit center, along with many quality of life benefits such as the Westfield mall, Zoo Safari Park, local breweries, Grand Avenue restaurants, the Arts Center, and so much more.” 





December 2021

EDCO, a California Leader in Waste Management and Recycling, is Helping Businesses and Residents go Greener in the New Year

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EDCO, a California Leader in Waste Management and Recycling, is Helping Businesses and Residents go Greener in the New Year

Recycling is changing in the new year. Starting on January 1, 2022 all Californians are required to put food waste scraps in their green bins, along with their yard trimmings and other organic waste. Food waste includes, fruit, vegetables, bread, pastas, processed foods, fast foods, and  meat and bones. Additionally, compostable paper such as used pizza boxes, paper coffee cups, tea bags, or other food soiled papers excluding wax or plastic coated papers can now be recycled in green bins. 

The Mandatory Commercial Organics Recycling Law (Assembly Bill 1826) was signed in 2014 to help achieve California’s aggressive recycling and greenhouse gas emission goals. Currently, organic waste in landfills emits 20% of the state’s methane, a short-lived super pollutant approximately 84 times more potent on a 20-year timescale than carbon dioxide. When diverted from landfills, this material can be composted or used to produce renewable energy, and edible food can be diverted to feed Californians in need.

Escondido waste collection business EDCO has been planning for this change and the company is helping their customers ease into the change. 

“This new change affects both residential and business facilities,” said Jennifer Schoeneck, Deputy Director of Economic Development. “We are fortunate to have EDCO, a thriving business and active local employer, as a California leader in recycling and waste management, here in Escondido.”

EDCO presents information and detailed videos regarding the new changes in waste disposal on its website. Californians can also learn more about Organic Recycling, and have a better understanding of what can go in the green bins. EDCO also offers a free kitchen caddy so residents can store their waste in their home before they take it out to the bin.


A kitchen caddie for kitchen waste scraps.

Today, EDCO continues expanding sustainable solutions by opening one of the first Anaerobic Digestion (AD) plants in Southern California located in Escondido. This state-of-the-art advanced technology system works like a giant compost bin where microorganisms break down the food waste, green waste, fats, oils, and greases and convert it into renewable fertilizer, compost, and natural gas. The fertilizers and compost will then be used in farming and agriculture while the natural gas will fuel the company's trucks.

Examples of food waste for the green bin.

Recycling at the curb may seem ordinary today, but it wasn't always that way. EDCO was always ahead of its time and grew from just a waste hauler to a waste and recycling collector and processor. One of the first curbside recycling programs in the State of California was launched by EDCO in La Mesa in 1990. EDCO has always embraced and has successfully evolved with changing environmental regulations, which has made the company a leader in the industry. From the development of Material Recycling Facilities (MRFs), well ahead of its time in the early 1990s, to recent conversions of old diesel trucks to Compressed Natural Gas (CNG) vehicles, EDCO continues its trend of sustainability. 

EDCO was founded in 1967 by Ed and Sandy Burr and has flourished from a business that began from one small trash collection company into a hugely successful business and California's largest family-owned and operated waste and recycling company. In more than 50 years, Ed and Sandy have grown EDCO into a combined fleet of more than 700 collection vehicles and is home to more than 1,100 employees. From one city 54 years ago, they’ve expanded into the current collection service of 21 cities in Southern California.

EDCO has embraced its unique role as a family-owned and operated premier service provider that is firmly committed to its employees and customers. There are currently three generations of Burr family members active in the company with the fourth generation growing up quickly and on the horizon. 

“We are also honored and humbled to have generations of employees working within the company as well,”  said Ed Burr. “The real success has been because of our people. There's actually no other reason. This most essential facet of EDCO has not changed through 54 years of service!”


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Event Center on Grand Avenue Boosts Downtown Economic Activity

The Grand Event Center on Grand Avenue.

The Grand Event Center on Grand Avenue and Juniper Street is a gem in Escondido. The multi-use performing arts venue has entertainment options for people of all ages and can host large or small events and celebrations. Reconstructed in 2019 and opened in October 2020 it includes the Ritz Theater, an indoor theater space, which holds 467 people, an outdoor rooftop entertaining space for 158, the mezzanine banquet center for 250, and six small studio workshop spaces and a Black Box theater, which can hold up to 180 people. Additionally, the center houses the Manzanita Roasting Company, a storefront coffee house that serves premium roasts from independently-owned small farms in Africa, South America and Central America. 

“The Grand Event Center is a great community asset. Its strategic location in downtown adds to the economic vitality to the heart of our City, attracting patrons to local businesses.” said Jennifer Schoeneck, Deputy Director of Economic Development.

The anchor to the Grand Event Center is the historic Ritz Theater, which hosts both public and private parties and live events, movies and much more. 

“The Ritz has quite a rich history,” said Janet Lessnau, Operations Coordinator for the Center. Unlike the Grand, which was recently reconstructed and revitalized, the Ritz Theater has been a long-established theater in Escondido. It was first opened in 1938 and during the 30s and 40s, it hosted live events for the community and thrived. In 1951, a car ran into the building, which sparked a fire and shut it down until 1954. By that time, many had lost interest in going to the Ritz and it struggled to stay open. 

In the 1970s, it was purchased by a Las Vegas management group that turned it into a Pussycat Theater. However, the community fought hard to shut it down and in 1976, it was converted into a Spanish-speaking movie house. That conversion was also short-lived and the theater was vacant for many years. In 2003, it was renamed the Ritz with yet another revitalization that only lasted a few weeks.

Inside The Ritz Theater that hosts events throughout the year. 

The Ritz sat vacant for 18 years. In 2019 the revitalization of the former Arthur Murray Dance Studio and the Ritz started with the intention to create the current multi-use performing arts center it is today. COVID-19 brought a halt to construction for a while pushing the planned early 2020 opening to October. 

Despite the obstacles, the center is thriving today. Since its opening, the studio spaces have been used by community organizations such as homeowners associations, women’s groups, and for private music lessons. The non-profit Restoration Community Arts, who was on the forefront of the restoration as part of their mission to restore theater and provide programs for children, also hosts workshops, classes, camps, and childcare at the facility. 

Guests have been entertained in the larger spaces with concerts, plays, movies and other live events.

“We recently had a Star Wars trilogy event at the Ritz,” said Lessnau. “Then we had a cocktail costume party on the rooftop.”

An evening view of the Grand sign from the rooftop deck.

Several cover bands have played to sold out audiences, in both the indoor theater and on the rooftop deck, including the Ramones cover band Hey, Ho, Let’s Go

“The event sold out,” Lessnau said. “Surprisingly there were many young 20-somethings who came out to this event.”

An Eric Clapton cover band called Clapton Hook, and an evening called Mirage with a Fleetwood Mac cover and a James Taylor cover band have all played there as well. On Wednesday, Feb. 2, The Gilmore Project, a Pink Floyd cover band is expected to sell out.  

For live theater fans, the production company Off Broadway Theater Company performs in the Ritz. Their most recent performance was the musical “Grease.” Other events are also held at the center such as a Sunday service by New Vintage Church, which streams live at 9 a.m. and 11 a.m. 

Throughout the holidays, family fun movie nights with movies such as “Elf “and “The Polar Express” were shown. Families enjoyed popcorn, treats and beverages while they watched these classic films. A New Year’s Eve event is in the planning stages. Most public events are open to all ages unless otherwise stated. “We try to stay family-friendly,” Lessnau said. Many events also provide beverages and snacks for sale as well. 

Additionally, private events such as receptions, work parties, and galas can also be booked online

Since its opening and while still under COVID-19 restrictions, Lessnau said that the venue does not require guests to wear masks but it is recommended. She also said each event space is thoroughly cleaned and sanitized after each event. Lessnau wants to assure the community that the Grand is open and that it hosts crowd-pleasing events for everyone. “I really want people to know that The Grand is open to the public,” she said. “There’s something for everyone here and we are open to all ages.”

The Grand is located at 301 E. Grand Avenue in Escondido. For more information, email  or call 760-309-7609. Contact The Ritz Theater at