Who wants a nice tall glass of Coca-Cola’s algorithmic orange juice?
Coca-Cola won’t say how it makes its best-selling Simply Orange orange juice, but one thing is for sure: It’s not so simple!
The leading orange juice companies such as Tropicana (PepsiCo), Minute Maid and Simply Orange (Coca-cola) and Florida’s natural tell us many stories about orange juice: it’s natural, pure and simple, it’s squeezed from oranges grown on pristine looking trees in Florida, etc, leaving the details about it’s production.
We have a right to hear the whole story. In the 1980s Tropicana using the phrase: “not from concentrate”, tried to convince consumers that pasteurized orange juice is fresher and better product, worthing the higher price from the cheaper “from concentrate” orange juice. And it worked, double number of selled pasteurized juice and tripled profits.
Their story contains the fact that storing full strength pasteurized orange juice is more expensive and elaborate than storing the space saving concentrate from which “from concentrate” is made. It has aseptic storage, and a process known as “deaeration” which involves stripping the juice of oxygen, so it doesn’t oxidize in the milion galon tanks it can be kept for upwards of a year. When it’s stripped of oxygen, at the same time is stripped of flavour providing chemicals. Then the juice producing companies hire flavor and fragrance companies, the same that formulate perfumes for Dior and Calvin Klein, for engeneering flavour packs for the juice to make it taste fresh.
But that, of course, is NOT listed as an ingredient on the label because technically they are derived from oragnce essence and oil. But those in the industry know well that flavor packs resemble nothing found in nature. Instead of that, they contain high ammount of ethyl butyrate. Mexicans and Brazilians have a different palate, different chemicals, like valencine.
A variety of formulas to give a brand’s trademark taste. For example, Minute Maid has a candy like orange flavor, that Coca-Cola has chosen for it. Most flavour packs have a shared source of inspiration: a Florida Valencia orange in spring.
If you buy Minute Maid’s “from concentrate” or Tropicana’s “not from concentrate”, you’re drinking a mixture of Florida juice and juice shipped from Brazil.
Why not try something new for breakfast: a whole Florida Valencia orange, higher in vitamin C than a glass of processed juice, and the flavor in incomparable.
If you want to ensure that you’re drinking natural, organic orange juice, make sure that you buy organic oranges and juice them yourself!