Squeezed
Subtitle: what you don't know about orange juice
By: Alissa Hamilton.
Series: Yale agrarian studies series; Yale agrarian studies
Publisher: Yale University Press
Published: 2009
Place of publication: New Haven
Language: eng
Number of pages: 247
ISBN-13: 9780300124712
Subjects: Orange juice industry -- Florida -- History; Orange juice -- Florida -- History
Other titles: What you don't know about orange juice
Description: From the publisher. Close to three quarters of U.S. households buy orange juice. Its popularity crosses class, cultural, racial, and regional divides. Why do so many of us drink orange juice? How did it turn from a luxury into a staple in just a few years? More important, how is it that we don't know the real reasons behind OJ's popularity or understand the processes by which the juice is produced? In this enlightening book, Alissa Hamilton explores the hidden history of orange juice. She looks at the early forces that propelled orange juice to prominence, including a surplus of oranges that plagued Florida during most of the twentieth century and the army's need to provide vitamin C to troops overseas during World War II. She tells the stories of the FDA's decision in the early 1960s to standardize orange juice, and the juice equivalent of the cola wars that followed between Coca-Cola (which owns Minute Maid) and Pepsi (which owns Tropicana). Of particular interest to OJ drinkers will be the revelation that most orange juice comes from Brazil, not Florida, and that even "not from concentrate" orange juice is heated, stripped of flavor, stored for up to a year, and then reflavored before it is packaged and sold. The book concludes with a thought-provoking discussion of why consumers have the right to know how their food is produced.
Notes: Includes bibliographical references and index.
Table of contents: title: The seeds of Florida's sunshine tree; title: The twentieth-century squeeze; title: The power of promotion; title: Introducing the FDA standard of identity; title: Capturing the interest of the orange juice consumer; title: Regulating knowledge: the case of pasteurized orange juice; title: Regulating misleading orange juice labeling; title: Regulating content; title: Regulating the essence of orange juice; title: Processed orange juice hits Florida; title: NFC orange juice storms the nation; title: The orange juice wars; title: Fabricating fresh; title: Moving beyond the standard of identity; title: Pleasing Mrs. Smith; title: Where to?; title: Orange juice speaks volumes; title: The right fight.