Squeezed : what you don't know about orange juice / Alissa Hamilton.

Format:

Book

Author/Creator:

Hamilton, Alissa.

Series:

Yale agrarian studies.

Yale agrarian studies series

Language:

English

Subjects (All):

Orange juice industry--Florida--History.

Orange juice industry.

Orange juice--Florida--History.

Orange juice.

Physical Description:

1 online resource (288 p.)

Edition:

1st ed.

Place of Publication:

New Haven : Yale University Press, c2009.

Language Note:

English

Summary:

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 1960's 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.

Contents:

The seeds of Florida's sunshine tree

The twentieth-century squeeze

The power of promotion

Introducing the FDA standard of identity

Capturing the interest of the orange juice consumer

Regulating knowledge: the case of pasteurized orange juice

Regulating misleading orange juice labeling

Regulating content

Regulating the essence of orange juice

Processed orange juice hits Florida

NFC orange juice pours into the nation

The orange juice wars

Fabricating fresh

Moving beyond the standard of identity

Pleasing Mrs. Smith

Where to?

Orange juice speaks volumes

The right fight.

Notes:

Bibliographic Level Mode of Issuance: Monograph

Includes bibliographical references (p. [215]-232) and index.

Description based on publisher supplied metadata and other sources.

ISBN:

9786612352164

9786612089671

9781282352162

1282352164

9780300155631

0300155638

9781282089679

1282089676

OCLC:

815775506