An LED lighting apparatus and method provide efficient illumination in a downward and forward direction toward a preferential side, by mounting a plurality of LED devices to the apparatus in at least one horizontal row oriented perpendicularly to the downward and forward direction; mounting a vertical reflector behind and parallel to the horizontal row; and orienting the LED apparatus such that the vertical reflector extends substantially straight downward. A two axis orthogonally symmetric secondary lens is associated with each LED and the vertical reflector has a specular reflective front surface facing the LEDs. The vertical reflector may be curved around ends of the row of LEDs. Also it may be continued further downward, on the outside of a cover lens, by a backlight shield with a straight linear outer edge that extends horizontally across an uplight ring shield. The backlight shield may have a specular or diffuse reflecting front surface.