The economic issue that this paper discusses is the current market for Florida orange juice and what businesses with investments in this drink, once considered a necessity for the breakfast table, are planning on doing to raise sells. The concentration, no pun intended, will be on the idea of a super hero spokesman named Captain Citrus.
The article in the Wall Street Journal, Orange Juice Searches for a Fresher Image
The Onetime Breakfast Staple Falls Victim to Changing Tastes and Diets goes on to talk about the different challenges that the orange juice industry faces currently. These range from a concerning decrease in demand among consumers, to diseases affecting the orange trees. Another important, but briefly mentioned problem is competition among other drink options. In the last decade many new faces to the drink industry have made an impact on consumers. Ranging from sugar filled energy drinks, to flavored water that claim a multitude of health benefits. The reality is that when health conscious drinkers think of orange juice, they tend to think of vitamin C. The other option would be Vitamin C, plus at least a dozen other vitamins and minerals minus the sugar. When the breakfast pick me up crowd considers orange juice as a jump start to their day, they probably weigh the option of an orange compared to a high octane Full Throttle or a mocha latte espresso double whipped whatever from some overpriced coffee shop. Orange juice seems to fit somewhere in the middle of these two classes, without being the number one pick in either.
There is a comment section in this article with a multitude of criticism towards their marketing idea for the radiant Captain Citrus. Citing that the product itself is no longer a viable choice anymore, and that a new image for their mascot, instead of making the orange juice a better fit, will have no impact. Although making the