That not-from-concentrate orange juice? It's not so good for your budget

The following article by John Ewoldt originally appeared in the Minneapolis Star Tribune:

The orange juice industry is picking an extra dollar from your grocery budget, and you probably feel good about it. But you shouldn't.

If you've recently switched to orange juice labeled "not from concentrate" (NFC), you've been picked like low-hanging fruit.

In Alissa Hamilton's book Squeezed: What You Don't Know About Orange Juice from Yale University Press, she says that people looking for fresher, less processed foods won't find it in a carton of Minute Maid Premium, Tropicana or Simply Orange.

"It's a misconception that it's freshly squeezed from the groves of Florida," she said.

Rather, it's often a heavily processed product. In the pasteurization process, it's heated, stripped of oxygen and flavor chemicals, then put in huge storage vats for up to a year. When it's ready for packaging, flavor derived from orange essence and oils is added to make it taste fresh. Each company has its own special flavor pack, but to call it natural at this point is a real stretch, she said.

The phrase "not from concentrate" came about when Tropicana (an NFC juice) suddenly had to compete with similar looking cartons that were reconstituted from concentrate. The phrase was introduced to try to make consumers pay more for a product that is more expensive to manufacture but not fresher, said Hamilton. Orange "flavor" isn't listed on the label ingredients because that disclosure isn't required.

We decided to try a blind, unscientific taste test to see if people could pick out freshly squeezed from "not from concentrate." I chose Lunds/Byerly's freshly squeezed, unpasteurized juice and placed it unmarked alongside NFC store brands from Aldi, Cub, Rainbow and Trader Joe's. I chose the store brands because they're about 20 percent cheaper than name brands from Coca-Cola (Simply Orange and Minute Maid) and Pepsi (Tropicana). One easy way to know that "not from concentrate" isn't fresh from the groves is cartons with a freshness date 45 to 60 days away. Lunds' freshly squeezed juice should be used within a week of purchase, said a Lunds produce manager.

Six of the eight testers rated Lunds' OJ the winner. Fresh doesn't come cheap, though. At $7 for 48 ounces, it's about 14 cents an ounce. Cub's NFC came in second, and Trader Joe's and Aldi tied for third. If you're trying to save money, Aldi's Nature's Nectar in the clear jug is the cheapest at about 4.5 cents per ounce, followed by Trader Joe's.

But if you start your day with a glass of OJ, you'll probably get as much freshness from frozen concentrate, or concentrate in a carton, as the more expensive "not from concentrate."

Say it ain't so, Bing Crosby.

Comments

[Mike]

Great post. I've always wondered about this. Marketing at its best aimed right at the consumable consumer.

What about the level of nutrients in Minute Maid/Tropicana vs freshly squeezed? Is there a significant difference?

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Lunds' freshly squeezed juice should be used within a week of purchase, said a Lunds produce manager.

[mike]

i have hep c and want to drink fresh juices where can i go

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[Geno]

Well A (BIG THANKS)for that information.Now we know what we did not know befor..Geno

[Devremülk]

i like to read your posts. thanks for this one.

[irrigation systems design]

Well, this is a very good information for us that very less people know. A Big Thanks for it. In fact, freshly squeezed juice must be used within a week of purchase for the consumption of any Vitamin that has contained in it.

[stef]

Well its all nice to know, but the fact is that the taste of Tropicanna and especially Simply Orange is just waaaaaaaay better than no-name brands or local brands. That's why tropicana has 65% of the market. I tried all the alternate orange juices and always come back to Simply Orange or Tropicana if Simply is not available.
And in my country, there are no local oranges brand because there are no orange trees anywhere! Hehe so Trop and Simply are the bests.

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[shauna]

which is better for you concentrate or not from concentrate? is there a nutrients difference when the solvent gets taken out from the natural orange juice?thats what i dont understand is there a big difference apart from the mixture of it

[vigilon]

Seems like you really know to handle things better now.

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[Osman Syed Meer]

Good to know

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Good work,hope your blog be better!I just want to make a blog like this!

[bakery]

The level of its nutrients is outstanding.

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Seems like you really know to handle things better now.

[sex medicine]

You really make it seem so easy with your presentation but I find this topic to be really something which I think I would never understand. It seems too complicated and very broad for me. I am looking forward for your next post, I will try to get the hang of it!

[citrus juicer]

Nowadays, it's so difficult to know what's what. Like you have pointed out even though it's not fresh orange, they find a way to make it taste and feel fresh, so we can't really tell.

[JF]

NFC "more expensive to manufacture" (than reconstituted from concentrate)? It's harvested!
There's an other myth from the industry.

[LJ]

I squeeze my own oranges, thank you very much!

[Barbara Begio]

Everything started when my flatmate decided to argue with me that Tropicana Orange Juice is from concentrate (I think this article is one of the evidence that it is NOT)but now I read that all the extra money I have spent in the last ten years buying juice NOT from concentrate was not worthy. In fact, let's face the reality, can we believe that the orange juice that is coming from Spain or the mango juice from some tropical country can really travel THAT far and remain drinkable without adding some processed stuff? Another self-illusion destroyed. I think I have so much to learn and still try to understand what I am doing 8-9 hrs per day sitting at the desk of this office. Hmmm... Maybe it is just part of the process to get where I am meant to be... OK, let's work!! Have a good day buddies!

[Xalyx]

The difference is, the Not From Concentrate juice taste 1000% better...