Binks Is Here

Commentary on the World

Oh! Jay!

Apparently there’s a book coming out now about Orange Juice’s dirty little secret (hey… our parents had Watergate; we get tell-alls about orange juice! What gives?)

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.

If nothing else, it sounds like you can save some solid grocery money by buying from-concentrate frozen stuff. I mean, if I’m going to be getting crazy-modified-unnatural product; I may as well get cheap and convenient crazy-modified-unnatural product, right?

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