Threats to Florida's Orange market

For almost its entire history, the production of oranges has been a major part of both the economy and culture of the state of Florida
The introduction of Frozen Orange Juice made the industry explode, redirected the whole industry, growing from 226,000 gallons in 1946 to 10 million gallons in 1948
However, oranges are fragile fruits, and can be heavily influenced by factors such as temperature, with freezes being able to devastate orange crops
Following one freeze, Brazilian businessman Jose Cutrale Jr. was able to move in on the orange market. Brokered a deal with Coca Cola to sell over $1 billion in 1980
Brazil was able to come ahead of Florida due to its increased acreage of land suitable for farming, as well as its much lower labor cost (roughly 1/5th per acre that of Florida)
In addition, Mexico also has begun planting a significant number of orange groves and has now risen to become a large contender against Florida
With the passage of NAFTA, tariffs against foreign orange juice were also eliminated, further challenging Florida's stranglehold on OJ in North America
The latest challenge is general shifts away from orange juice concentrate to pre-bottled orange juice, and also to other drinks such as vitamin based beverages or even plain bottled water
Despite all this, the simple orange still has persevered, and has maintained itself as a huge symbol of Florida's culture that persists to this day
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