Simply Orange Case Study

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In the world we live in today, processed food and genetically modified organisms have earned a commonplace in our everyday life. Some people don 't care and others worry about it constantly. Then there are the in-betweeners who don’t care enough to eat a 100% organic but also do not want to be tricked into purchasing something that is marketed as healthy when it really isn 't. For example, take Simply Orange juice or Tropicana, Products that marketed as “pure”, “natural” and “simple” are actually far from it. Gwen Phelps, The plaintiff of a California lawsuit against Coca-Cola, Claimed that simply oranges’ juices are “engineered from multiple batches of oranges and orange products eight months to a year old with algorithms and flavor packs, …show more content…

While the mathematical algorithm is not a secret, it also isn 't really talked about.Orange juices produced using the black book algorithm need to be put to rest because it is unethical, impractical, unsustainable.

“More than a dozen similar cases were filed against Coca-Cola in federal courts around the country in 2012,” (phelps 1)juices like Simply Orange are unethical because of the way they are misbranded. However, this is not the first time Coca Cola, owner of Simply Orange, has been taken to court. Coca-Cola was banned in the UK from using the word "nutritious" to describe its Vitaminwater brand after complaints it was misleading given that the drink contains 23g of sugar. said Morton(1). In recent years, California has seen countless copycat lawsuits against Coca-cola for their false branding. A California judge, Judge Fernando J. Gaitan denied Coca-Cola 's arguments …show more content…

Duane Stanford (2013), a reporter for Bloomberg wrote “Don’t let the name fool you. Coca-Cola’s Simply Orange juice is anything but pick, squeeze, and pour.” The process is far more complicated that the average person would even care to think about. It all starts with oranges which, surprisingly, are still picked by hand. However, each orange tree is tracked via satellite and is grown to Coca- Cola 's exact specifications using an algorithm called Black Book. Everything that comes after that is what might concern the informed individual. The next step is simple, oranges are squeezed then stored. americannutritionassociation.org explains,”The technology of choice at the moment is aseptic storage, which involves stripping the juice of oxygen, a process known as “deaeration,” so it doesn’t oxidize in the million gallon tanks in which it can be kept for upwards of a year.” While in the tanks, the juice is cooled down to just above freezing and agitated constantly. During this storage process, which can take up to a year, the juice loses most of its taste and nutrients.The Black Book algorithm tells producers how to replicate batches of juice from taste to consistency. The impracticality comes into play when it was revealed that Companies like Coca- Cola and Pepsi go as far as to recreate the taste for the orange to pump back into the juice. “Juice companies therefore hire flavor and

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