You would deem something as simple as orange juice would be pretty harmless, right? whether you were a person who thought that, then you are WRONG!
The advertisements don’t lie when they say the juice is made from real oranges and not from concentrate, but what they fail to mention is the unnatural, twisted transformation that these oranges fade through to become juice.
This account starts with an obscure algorithm called ‘The Black Book’ it is a scheme that Coca-Cola has devised to standardize their ‘orange juice’, which is made up of anything but natural ingredients. According to the developer of the ‘Black book’ algorithm, Bob Cross “It requires analyzing up to 1 quintillion decision variables to consistently deliver the optimal blend.” Satellites monitor crops, determine expected crop yields, cost, weather, and even down to detail over 600 flavors in each batch of orange juice; perfect over seen by this algorithm. Doug Bippert, Coke’s vice president of commerce, trade acceleration says “we can quickly replan the commerce, trade in 5 or 10 minutes just because we’ve mathematically modeled it.”
Eight months to a year orange juice is stored in tanks and deprived from oxygen to prevent spoiling, it is slowly stirred at the bottom to prevent sedimentation. Transported via a 1.2 mile long pipeline where it is flash-pasteurized and separated by sweetness, acidity, orange type and batch season. This causes fundamental vitamins, minerals, flavors and fragrances to be lost. The ‘black book’ algorithm is then used to re-establish the orange essence. The reconstituted orange essence is nothing that can be found in nature, which raises the concern of truth in food labeling. Alissa Hamilton, author of the 2010 book Squeezed: What You Don’t Know approximately Orange Juice, states that consumers own a right to know approximately the various batches used in the process.
Highly processed and engineered orange juice is a formula to compose a profit, as it is proved that customers are will to pay more for ‘quality flavor’. Ethyl butyrate is found in high quantities in store quality orange juice, as it is added to compose the juice more appetizing. A lawsuit has been placed against the orange juice industry for misleading ‘enhancements’ and not labeling it.