"Squeezed: What You Don't Know About Orange Juice
" is a forthcoming secret history of the orange nectar. For example, I didn't know that OJ's popularity was seeded by its use as a Vitamin C delivery system for World War II troops. Or that the whole Florida imagery surrounding the drink is mostly a myth these days and that the majority of it comes from Brazil. The Boston Globe interviewed the author, Alissa Hamilton (photo by Bart Nagel)
What isn't straightforward about orange juice?
Squeezed: What You Don't Know About Orange Juice (Amazon)
HAMILTON: It's a heavily processed product. It's heavily engineered as well. In the process of pasteurizing, juice is heated and stripped of oxygen, a process called deaeration, so it doesn't oxidize. Then it's put in huge storage tanks where it can be kept for upwards of a year. It gets stripped of flavor-providing chemicals, which are volatile. When it's ready for packaging, companies such as Tropicana hire flavor companies such as Firmenich to engineer flavor packs to make it taste fresh. People think not-from-concentrate is a fresher product, but it also sits in storage for quite a long time...
So parse the carton for us. For example, what is the phrase "not from concentrate" really about?
HAMILTON: In the '80s, Tropicana had a hold on ready-to-serve orange juice with full-strength juice. Then this new product, reconstituted orange juice, started appearing in supermarkets. Tropicana had to make decisions. Storing concentrate is much cheaper than full-strength juice. The phrase "not from concentrate" was to try to make consumers pay more for the product because it's a more expensive product to manufacture. It didn't have to do with the product being fresher; the product didn't change, the name simply changed. Tropicana didn't want to have to switch to concentrate technology.
Q&A with Alissa Hamilton (Boston.com, via Michael Leddy's Orange Crate Art)
In the late 1960s and 1970s, the mind-expanding modus operandi of the counterculture spread into the realm of science, and shit got wonderfully weird. Neurophysiologist John Lilly tried to talk with dolphins. Physicist Peter Phillips launched a parapsychology lab at Washington University. Princeton physicist Gerard O’Neill became an evangelist for space colonies. Groovy Science: Knowledge, […]
Timothy Ellis’ galaxy spanning space opera continues in Hero at the Gates! We’re 9 damn books in and the central plot is finally about to get past its prelude! I’ve really enjoyed this massive story. 9 novels ago Jon Hunter was a wet behind the ears kid on board his uncle’s space trader. Now he’s […]
Modern civilization has all but disappeared. It falls to a fearless, dedicated and slap-stick bunch known as Post-Apocalyptic Nomadic Warriors to help humanity recover. With help like this, you might be better off on your own! Benjamin Wallace’s first installment in the Duck and Cover series is a quick and witty read. We find America […]
These days, the vape market is saturated with low-quality products, making it nearly impossible to separate the gems from the duds. The Atmos Rx Dry Herb Vaporizer stands out from crowd for two reasons: its impressive battery life and durable construction. This high-end little gadget is compact enough to fit in your pocket, and packs a powerful punch, […]
If you’re like us, you occasionally get ambitious with your dinner and try to cook multiple sides plus a main dish. These efforts usually end as a cold meal plus a pile of dishes to wash. MasterPan Multi-Sectional Meal Skillet makes it super easy to make multiple dishes at once without the hassle. This heavy gauge bottom pan […]
The Lytro Illum is our all-time best-selling camera and here’s our best deal yet. Apply the code “Lytro10” to save an extra 10% off on this camera’s mind-blowing functionality in this exclusive one day only sale.