Squeezed: What You Don't Know About Orange Juice (Amazon), Q&A with Alissa Hamilton (Boston.com, via Michael Leddy's Orange Crate Art)What isn't straightforward about orange juice?
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.
Kellogg Co. Stock -- February 2009:
The cumulative impact of all this negative publicity is helpfully illustrated by The Vanno Reputation Index, which monitors the public image of leading corporations:
Out of the 5,600 company reputations Vanno monitors, Kellogg ranked ninth before it booted Phelps. Now it's ranked 83. Not even an industry-wide peanut scare inflicted as much damage on the food company's reputation. [Business Insider]
In the current economic climate, it would be silly to think we're solely responsible for Kellogg's falling stock. Still, the Vanno data clearly shows that we've dealt a substantial blow to the company's reputation at the worst possible time. Whether or not we actually had a considerable impact on Kellogg's bottom line is beside the point. What matters is that we sent an unprecedented message to corporate America that reefer madness is bad for business.
