Squeezed what you dont know about orange juice

284 Pages·2009·0.75 MB·English

by  Hamilton, Alissa

Yale Agrarian Studies Series
james c. scott, series editor
The Agrarian Studies Series at Yale University Press seeks to publish
outstanding and original interdisciplinary work on agriculture and rural
society—for any period,in any location.Works ofdaring that question
existing paradigms and fill abstract categories with the lived-experience
ofrural people are especially encouraged.
For a complete list oftitles in the Yale Agrarian series,visit www.yalebooks.com
James C. Scott
Series Editor
James C.Scott,Seeing Like a State: How Certain Schemes to Improve the
Human Condition Have Failed
Janet Vorwald Dohner,The Encyclopedia ofHistoric and Endangered
Livestock and Poultry Breeds
Deborah Fitzgerald,Every Farm a Factory: The Industrial Ideal in American
Agriculture
Stephen B.Brush,Farmers’Bounty: Locating Crop Diversity in the
Contemporary World
Brian Donahue,The Great Meadow: Farmers and the Land in Colonial
Concord
J.Gary Taylor and Patricia J.Scharlin,Smart Alliance: How a Global
Corporation and Environmental Activists Transformed a Tarnished Brand
Michael Goldman,Imperial Nature: The World Bank and Struggles for
Social Justice in the Age ofGlobalization
Arvid Nelson,Cold War Ecology: Forests,Farms,and People in the East
German Landscape,1945–1989
Steve Striffler,Chicken: The Dangerous Transformation ofAmerica’s Favorite
Food
Parker Shipton,The Nature ofEntrustment: Intimacy,Exchange,and the
Sacred in Africa
Alissa Hamilton,Squeezed: What You Don’t Know About Orange Juice
Parker Shipton,Mortgaging the Ancestors: Ideologies ofAttachment in Africa
Bill Winders,The Politics ofFood Supply: U.S.Agricultural Policy in the
World Economy
Squeezed
What You Don’t Know About Orange Juice
ALISSA HAMILTON
Yale University Press New Haven and London
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book are not available for inclusion in the eBook.
Published with assistance from the Mary Cady Tew Memorial
Fund
Copyright © 2009by Yale University.
All rights reserved.
This book may not be reproduced,in whole or in part,including
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Library ofCongress Cataloging-in-Publication Data
Hamilton,Alissa.
Squeezed:what you don’t know about orange juice / Alissa
Hamilton.
p. cm—(Yale agrarian studies series)
Includes bibliographical references and index.
isbn978-0-300-12471-2(hardcover:alk.paper)
1. Orange juice industry—Florida—History. 2. Orange juice—
Florida—History. I. Title. II. Title:What you don’t know
about orange juice. III. Series:Yale agrarian studies.
hd9348.5.o723h35 2009
338.4(cid:2)766363—dc22
2008049893
A catalogue record for this book is available from the British
Library.
This paper meets the requirements ofANSI/NISO Z39.48–1992
(Permanence ofPaper).It contains 30percent postconsumer waste
(PCW) and is certified by the Forest Stewardship Council (FSC).
10 9 8 7 6 5 4 3 2 1
For my mother
Her spirit is in this
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Contents
Preface xi
Acknowledgments xiii
Introduction xvii
Abbreviations xxviii
Part I—The Growth ofFlorida’s Orange Juice Industry
one The Seeds ofFlorida’s Sunshine Tree 3
two The Twentieth-Century Squeeze 11
three The Power ofPromotion 25
viii Contents
Part II—Developing Orange Juice Standards ofIdentity
four Introducing the FDA Standard ofIdentity 31
five Capturing the Interest ofthe
Orange Juice Consumer 37
six Regulating Knowledge:
The Case ofPasteurized Orange Juice 50
seven Regulating Misleading Orange Juice Labeling 62
eight Regulating Content 73
nine Regulating the Essence ofOrange Juice 86
Part III—Florida’s Orange Juice Industry Post-1960
ten Processed Orange Juice Hits Florida 107
eleven NFC Orange Juice Pours into the Nation 126
twelve The Orange Juice Wars 135
thirteen Fabricating Fresh 152
Contents ix
fourteen Moving Beyond the
Standard ofIdentity 173
fifteen Pleasing Mrs.Smith 183
Part IV—Orange Juice in the Twenty-First Century
sixteen Where To? 189
seventeen Orange Juice Speaks Volumes 198
eighteen The Right Fight 204
Chronology 211
Notes 215
Index 233
Photographs follow page 104