"You buy branded orange juice, you kind of want it to taste, generally, the same.
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"A processor is faced with harvesting the crop and giving the consumer some sense of what might be getting," she said. "Because oranges and their growing seasons vary, both the Valencia - 'king of the oranges' - and its lesser cousin, the Hamlin, are combined in the process. "To get grade A, we have to blend it," she said. The United States Department of Agriculture (USDA) grades the quality of the juice based on color, flavor and defects. Adding the flavor packs ensures a consistent flavor. The pasteurization process not only makes the food safe, but stabilizes the juice, which in its fresh state separates. Kristen Gunter, executive director of the Florida Citrus Processors Association, confirmed that juices are blended and stored and that flavor packs are added to pasteurized juice before shipping to stores.įlavor packs are created from the volatile compounds that escape from the orange during the pasteurization step.īut, she said, "It's not made in a lab or made in a chemical process, but comes through the physical process of boiling and capturing the. Minute Maid, for example, has a distinctive candy-sweet flavor. They are squeezed and pasteurized and, if they are not bound for frozen concentrate, are kept in aseptic storage, which involves stripping the juice of oxygen in a process called "deaeration," and kept in million-gallon tanks for up to a year.īefore packaging and shipping, the juice is then jazzed up with an added flavor pack, gleaned from orange byproducts such as the peel and pulp, to compensate for the loss of taste and aroma during the heating process.ĭifferent brands use different flavor packs to give their product its unique and always consistent taste. Despite its high price tag - now up to $4 a carton - sales of the premium brands have soared.īut those juices don't just jump from the grove to the breakfast table.Īfter oranges are picked, they are shipped off to be processed. The "not from concentrate" brands appeared on store shelves sometime in the 1980s to differentiate them from frozen juice and other bottled concentrates. Murakhver said the addition of the flavor packs long after orange juice is stored actually makes those premium juices more like a concentrate, and consumers need to know that.Įxperts estimate two-thirds of all Americans drink Florida orange juice for breakfast, and companies spend millions on their marketing campaigns touting its health benefits. That includes top brands such as Tropicana, Minute Maid, Simply Orange and Florida Natural, among others.
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Whole Foods told that it does not include flavor packets in its juices, nor does it use long-term storage tanks before shipping juice to customers.īut the industry as a whole says that the methods generally are essential for keeping up with consumer demand for orange juice.įor the last 30 years, the citrus industry has used flavor packs to process what the Food and Drug Administration identifies as "pasteurized" orange juice. In Murakhver's case, the juice her family drinks, Whole Foods' "365," apparently bucks common industry practice.
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"One of the moms said she had read about and they held it in tanks for up to a year and it pretty much lost all of its flavor and had to be reinvigorated with these flavor packs, which are essentially chemicals," said Murakhver, 40, and co-author of "They Eat What?: A Cultural Encyclopedia of Weird and Exotic Food from around the World."