Exposed: Coca-Cola’s ‘Simply Orange’ Juice Is Not That Simple

It should be no surprise to you by now that the staff here at ELG is pretty much anti mega-corporation. And here's a perfect example of why. If these guys were just more transparent in what they do we'd have a lot less problem with them. But they continue to play these biat-and-switch games and hide behind "healthy sounding" labels to fool an unsuspecting public. And of course it's the public's fault for not being more aware. A little research would easily get us on the right track. Which is why we're here and we'll keep bringing this to your attention as long as you keep reading and sharing...

Many people choose Simply Orange juice because they believe it is a less processed, more natural choice than other brands. However, a new investigation by Bloomberg Businessweek shows that it is a "hyper-engineered and dauntingly industrial product." Coca-Cola owns Simply Orange, which is made using a process they call Black Book. Since juice production is full of variables, including a peak growing season of only 3 months, this methodology was created to produce consistent orange juice year round. They won't tell anyone how exactly the Black Book formula works, but the consultant who designed it, Bob Cross of Revenue Analytics, shared it with Bloomberg Businessweek.

Black Book is an algorithm that includes data about consumer preferences and the 600 flavors that make up an orange. Coke matches this data to a profile detailing acidity, sweetness, etc. so that they can blend batches to replicate the same taste and consistency. Black Book also incorporates external factors, such as weather patterns, anticipated crop yields, and cost pressures to allow Coke to plan ahead and ensure they have supplies on hand.

Coca-Cola's Brazilian partner, Cutrale, processes the oranges, which are grown to Coke specifications. Satellite imaging allows them to order growers to pick their fruit at the best time, as determined by Black Book. The fresh-squeezed juice is stored in Cutrale's silos and transported via a 1.2 mile underground pipeline to Coke's packaging plant, where it is flash-pasteurized. It is then piped to storage tanks where it is slowly agitated and covered with a nitrogen gas blanked to keep out oxygen, which has been sucked out of the juice, as it will cause it to spoil.

Source:

http://eatlocalgrown.com/

http://chicagoist.com/