Alissa Hamilton interviewed on CBC.
Maybe we should just stay away from anything and anyone named O.J.
Alissa Hamilton, interviewed here on CBC, recently published a book called "Squeezed: What You Don't Know About Orange Juice," and it looks like a juicy read; it could do for the orange juice industry what Eric Schlosser did for the meat industry with Fast Food Nation, which is: gross you out by exposing its dirty secrets.
Hamilton says the term "not from concentrate" is an advertising and PR success story, because in people's minds, it implies that the juice is fresh and better than other juices. In fact it's just the opposite.
Orange juice needs to be available all year long, even when no one is growing oranges. To increase its shelf-life, you need some rancid chemical goop, which is undrinkable until it's mixed with stuff that includes the sweet, sweet smell of "orange." Voila! We gulp the stuff down by the gallon, under the illusion that we're guzzling fresh, tasty, and healthy orange juice from Florida. Even that's not true: it's actually Brazil that grows them.
Say it ain't so, Bing.