Ef You Treyarch...

Juice Is Gonna Kill ya’ – Squeezed – 2009

As a younger man diet was never anything I worried about. Time moves forward and I’ve found a large interest in processed foods, ingredients, and ultimately how deceiving food can be. After watching Food Inc and reading Food Rules that two hour commitment was enough to make one frightened to eat lunch. After reading a blurb about “What You Don’t Know About Orange Juice” was enough for me to be interested in the history and creation of one of my favorite beverages severed cold.

Squeezed by Alissa Hamilton: The book ended up being a lot different then I thought it would be. Going into it I thought (as I’m sure most would) the book would answer the question “Is orange juice good for me”? If they were going to write an entire book about a beverage that would be the first question I would want answered.

By the end this question is not answered, but honestly it’s not a big deal because the author answers it here.

Squeezed is more about the history, psychology, and business behind the orange juice industry. My favorite part of the book was the explanation of the creation of pasteurized juice and how food labels can be so deceiving.  Seriously who has a freaking clue how most food is made and how much garbage can be put into something that is labeled as healthy.

I could explain the book more so if you read the Q&A link and found some of what I’m talking about here interesting the book is for you. Another short read the text is slightly over 200 pages not including timeline, notes, and index. Recommended here’s an excerpt from the Q&A but takes content found in the book.

DEAS: 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.

GROSS……but so good I love OJ so much in the mornings with toast and coffee.

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2 Responses

  1. emily. says:

    get a juicer! squeeze your own OJ – it would be fresh and you know where it came from. :)

  2. vanlandw says:

    I wouldn’t mind trying making my own juice to be honest maybe some day. Pasteurized OJ doesn’t really bother me that much but it’s really not much different then soda to me after looking into how it’s made. Rather then drinking it every day having it as a treat or occasional beverage I don’t think is bad.

    The very interesting part of the book was the marketing and lack of understanding by the consumer of how OJ is made. It’s not like the end of the world but it bought up some good points.

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