[xi]

Orange juice?

...The Florida industry’s aggressive marketing of oranges and orange juice is a key feature of orange juice history, as it slowly developed demand for the product. In 1907 oranges became the first perishable fruit “ever” to be advertised. As crops expanded quickly, marketing became crucial to avoid overproduction. The growth of farmer cooperatives came largely out of a need to market the products. The Florida Citrus Exchange was organized in 1910 to market fresh citrus and also to do research on processing citrus. It created advertising programs and “built national and international sales organizations.”

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