Squeezed: What You Don't Know about Orange Juice

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Yale University Press, 2009 - Business & Economics - 288 pages
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 dont know the real reasons behind OJs 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 armys need to provide vitamin C to troops overseas during World War II. She tells the stories of the FDAs 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.

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Part IIDeveloping Orange Juice Standards of Identity
Part IIIFloridas Orange Juice Industry Post1960
Part IVOrange Juice in the TwentyFirst Century

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About the author (2009)

ALISSA HAMILTON is an author and an expert on food processing and marketing. Her first book, Squeezed: What You Don't Know about Orange Juice, sparked a series of class-action lawsuits in the U.S. against orange-juice companies for their deceptive marketing practices. An authority on food labelling issues, Hamilton has wrote articles for various magazines, academic journals and online media sources. She has spoken at TEDxCambridge on the subject of "How Do You Eat?"; has been a guest on The Dr. Oz Show; has appeared as part of the consumer watchdog report on ABC's World News with Diane Sawyer; and has been featured and quoted in The Guardian, The Atlantic, The New Yorker, the New York Post, the Los Angeles Times, The Boston Globe, Wired, NPR, Martha Stewart Living Radio and others. A 2008-2009 Food and Society Fellow with the Institute for Agriculture and Trade Policy, she continues to work with current and former fellows to advocate for more transparency on the production of processed foods. Alissa lives in Toronto.