![]() ![]() “The cure was simple: Consume oranges in any form and at every possible opportunity," Braun writes. "Estelle seemed to lack vitality didn’t even make an effort to be entertaining hence, she did not attract the men.' 'Acidosis' is the word on almost every modern physician’s tongue.” Adee Braun, in a story for the Atlantic, quotes from a Sunkist advertising pamphlet: But that didn’t stop the imagination of the citrus industry from taking advantage of this new fear. In fact, true acidosis, which has a variety of causes, cannot be remedied by eating lettuce and citrus, as McCollum claimed. Things really got off the ground when nutrition personality Elmer McCollum popularised a mysterious ailment he said resulted from eating too many "acid-producing" foods, like bread and milk: acidosis. ![]() Vitamin C was a perfect reason to consume more oranges. Only 0.01 pounds, or about a teaspoon, of canned orange juice was consumed per person in the US in 1930, writes historian Alissa Hamilton in her book Squeezed, compared to nearly 19lbs (8.6kg) of oranges per person in the same year.īe that as it may, oranges, juiced and otherwise, were the subject of a strenuous advertising campaign by orange interests in the 1920s, when the discovery of vitamins was a current event. The flavour of canned orange juice was nothing like fresh, and the appetite for it reflected that. Orange juice made commercially was only available in a can. That meant that when, in 1909, the growers met to deal with a burgeoning problem – a glut of oranges, too many for the market to bear – juicing them, rather than curbing their production, was considered a feasible solution. California relied on the navel orange and the Valencia orange, the latter was the best for juicing.įlorida, however, grew four varieties, and all of these were decent juice oranges. The fruits were shipped all over and eaten fresh or juiced in the home, producing a delicious honey-coloured elixir. In the early 1900s, Florida and California oranges vied for the attention of American shoppers. Its present status as a global phenomenon is the creation of 20th-Century marketers, dealing with a whole lot of oranges and nowhere to dump them. Few of us give it much thought, other than to recall its oft-trumpeted Vitamin C content.īut processed orange juice as a daily drink, you might be surprised to learn, is a relatively recent arrival. It’s bright, but somewhat boring, and bears the dubious halo of being something good for you. The staid carton of orange juice has long sat next to tea and coffee at the breakfast table. ![]()
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