By Alissa Hamilton
Close to 3 quarters of U.S. families purchase orange juice. Its attractiveness crosses type, cultural, racial, and neighborhood divides. Why achieve this many folks drink orange juice? How did it flip from a luxurious right into a staple in precisely many years? extra very important, how is it that we don’t understand the genuine purposes in the back of OJ’s reputation or comprehend the strategies in which the juice is produced?
In this enlightening booklet, Alissa Hamilton explores the hidden heritage of orange juice. She seems on the early forces that propelled orange juice to prominence, together with a surplus of oranges that plagued Florida in the course of lots of the 20th century and the army’s have to offer nutrition C to troops in a foreign country in the course of global battle II. She tells the tales of the FDA’s determination within the early Nineteen Sixties to standardize orange juice, and the juice identical of the cola wars that among Coca-Cola (which owns Minute Maid) and Pepsi (which owns Tropicana). Of specific curiosity to OJ drinkers stands out as the revelation that almost all orange juice comes from Brazil, no longer Florida, and that even “not from focus” orange juice is heated, stripped of taste, saved for as much as a yr, after which reflavored ahead of it really is packaged and offered. The publication concludes with a thought-provoking dialogue of why shoppers have the proper to understand how their foodstuff is produced.
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Extra resources for Squeezed: What You Don't Know About Orange Juice (Yale Agrarian Studies Series)
In spotting the desirability of “detailed” law, Kilburn gave the go-ahead to the kind of finished FDA law that even he had past challenged as an undue restraint on rights. Federal law and orange juice betterment have been it appears no longer, as argued at a number of issues in the course of the hearings, collectively specific. An consultant, Kilburn paradoxically complex the FDA’s ﬁght to maintain the s. 341 “interest of customers” within reach. He in a roundabout way counseled one of many FDA’s simple factors for coming into orange juice legislation: what used to be artistry to used to be capability sophistry to the FDA. The most powerful attraction for FDA disengagement—industry’s amazing inventiveness— used to be the very justiﬁcation for FDA legislation. Kilburn’s preliminary “right to,” and Brokaw’s “freedom from,” arguments backﬁred. They delivered to mild the s. 341 “interest of customers” that the have been neglecting. shooting the curiosity of the Orange Juice buyer forty nine The hearings into the “Matter of Orange Juice and Orange Juice items; Deﬁnitions and criteria of identification” addressed many concerns specific to orange juice. while, the govt., manufacturer, and shopper interplay that happened lent universality to the hearings, because the backward and forward among executive and over the necessity for buyer security by way of federal criteria is undying. complained that rules reduced its rights; executive spoke back with the consumer’s entitlements. warned that rules may rule out learn and improvement; executive answered that with no it shoppers will be threatened with exploitation by the hands of limitless ingenuity. whereas the industry–FDA debate over orange juice standardization revisited an age-old contest over the ideal achieve of presidency, its depth reﬂected a gathering among the 2 aspects that was once turning into extra heated within the wake of the full makeover of homemaker into purchaser. VI Regulating wisdom: The Case of Pasteurized Orange Juice y 1955 shoppers buying orange juice didn't inevitably head immediately to the freezer. Pasteurized orange juice used to be producing traﬃc round the refrigerated element of supermarkets. The FDA had one significant issue with the handy, ready-to-drink juice: it used to be now not advertised in a manner that allow shoppers realize it have been heat-treated. the typical identify for the product, “chilled orange juice,” lacked any indication that the juice used to be no longer, because it looked to be, fresh-squeezed, and processors weren't receptive to the FDA’s choice of the extra revealing identify “pasteurized orange juice. ” The confrontation used to be symbolic of a bigger factor during which brands argued the virtues of holding their present processing and advertising practices. customized to prevent customer confusion turned the processor’s mantra opposed to criteria that altered the established order. The conflict over the precise identify for pasteurized juice turned lively while FDA felony advice Bruce Brennan in- The Case of Pasteurized Orange Juice fifty one troduced the everyday “housewife” into the dialogue.