Coca-Cola won’t say how it makes its best-selling Simply Orange orange juice, but one thing is for sure: It’s not so simple. A new investigation by Bloomberg Businessweek shows that the Coke-owned orange juice brand that’s billed as less processed version of Tropicana is in fact a hyper-engineered and dauntingly industrial product. The factory in Florida where the bulk of Coke’s orange juice products are made sounds less like a bucolic grove where natural things grow than an oil refinery where natural things go to die. And yes, that includes the “Grove Made” variety.
Read more. [Image: Coca-Cola]
Here’s the… Thing: Someone had posted an infograph recently showing the processed-food corporate owners of presumably “wholesome” and “organic” brands.
And I’m a sheep. I didn’t even know Simply Orange was a Coke product. I’m not surprised, but I was ignorant to this. I knew Minute Maid was.
Unfortunately, it is we, the consumers, that have created this and similar beasts. its a vicious circle that is, however, also true that we have done so as a result of the lifestyle we are forced to embrace.
The short version, is that corporations (like Coca-Cola Amatil) are interested in maximising their profits. To do so, they create products that consumers demand. What consumers demand is an orange juice that is consistent in flavour, colour, texture and quality.
We live in a world where consumerism is rife because, quite frankly, we do not have the time to do what we need or want. So, we buy things that give us the greatest amount of time back. Food and drink items are time consuming to produce. In an effort to reduce the time and effort required to produce a glass of orange juice, we purchase a litre from the local grocer. Soon grocers are taken over by super(integrated)markets that are open longer and can sell items cheaper because they purchase in quantity. Before you know it, favourites start appearing among consumers. Almost to a perfect T the answer of why something becomes a best seller is always the same … consistency.
That is why those algorithms exist.
Fresh comes with downfalls, mainly, Inconsistency.
Want to change it? Be aware. Take control. Excuses are just an apology for your choices. Make your choices based on what you value.