The innovation arrived as Florida growers were dealing with cyclical, massive overproduction. The promise of a new way to make juice that could be kept frozen, then reconstituted in people’s homes, prompted them into even more production, however. They ramped up tree planting in the 1940s. The oranges went to frozen concentrate and eventually, to chilled juice, an industry term for the refrigerated product. If juice could be kept in stasis, held in waiting for a consumer’s glass, then the only problem was ramping up demand as much as possible.
