this post was submitted on 02 Jun 2024
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Oh how the tables have turned...
https://www.bbc.com/future/article/20220627-how-orange-juice-took-over-the-breakfast-table
"The innovation [of concentrated juice] arrived as Florida growers were dealing with cyclical, massive overproduction. The promise of a new way to make juice that could be kept frozen, then reconstituted in people’s homes, prompted them into even more production, however. They ramped up tree planting in the 1940s. The oranges went to frozen concentrate and eventually, to chilled juice, an industry term for the refrigerated product. If juice could be kept in stasis, held in waiting for a consumer’s glass, then the only problem was ramping up demand as much as possible."
...
"It had taken a few decades, but with the help of advertising and processing technology, the dumping ground for extra oranges was solidly ensconced as its own product, far outpacing oranges themselves in sales."