Squeezed: What You Don't Know About Orange Juice (Yale Agrarian Studies Series) PDF
Preview Squeezed: What You Don't Know About Orange Juice (Yale Agrarian Studies Series)
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 Disclaimer: Some images in the printed version of this 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 illustrations,in any form (beyond that copying permitted by Sections107and108ofthe U.S.Copyright Law and except by reviewers for the public press),without written permission from the publishers. Printed in the United States ofAmerica. 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 This page intentionally left blank 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
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