Word: citrus
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Dates: during 1960-1969
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...sparkle in the 17 months it has been bossed by Kendall, a onetime fountain-syrup salesman. Last spring he introduced Diet Pepsi, which has since captured more than one-quarter of the low-calorie-cola market. He also bought a West Virginia firm that makes Mountain Dew, sugar-rich citrus soda whose slogan is "It tickles yore innards." Mountain Dew sales are up 150% since September...
...baked Sicily is a poor and promise-hungry land whose chief exports are citrus fruit and talent. Armed with native Sicilian shrewdness and the desire to get ahead, thousands of its sons have slipped into the mainstream of Italian business. Few of them have had more spectacular success than Milan Financier Michele Sindona, who founded and heads a corporate complex of manufacturing firms in nine countries and real estate firms in five. While many Italian businessmen are nervously retrenching in the face of rising costs and tightened credits, Sindona, 44, is moving ahead as if the economy were still...
...Pitzer College in Southern California joins the five other independent schools allied in the Associated Colleges of Claremont. Privately endowed by Citrus Grower R. K. Pitzer, the college aims to educate women for the traditional professions, with an assist from modern electronic teaching aids. "Rather than let these girls be handicapped by watered-down versions of courses offered to men," says a Pitzer trustee, "we will let them know the cold-and the warm-facts of life...
Whether caused by an ulcer or by the occasional food upheaval, indigestion has led to a variety of diet fads and home remedies. The faddists include finicky types who do not eat certain foods, especially fruits, "because they're too acid." Or they do eat mildly acid citrus fruits because they have convinced themselves that orange juice, for example, produces an alkaline reaction in the stomach. Some drinkers avoid highballs with a soda mix, claiming that the carbon dioxide that turns the stuff fizzy also turns their stomachs acid. Contrariwise, others take a glass of plain soda to settle...
...thirsty nation, the $150 million scheme is a modern equivalent of Christ's miracle of multiplication. Eventually, 85 billion gallons of water a year will flow through Israel's 154-mile network of pipelines, channels, siphons and tunnels. It will replenish the overexploited water table of the citrus-growing central plains, slake the thirst of existing Negev settlements, and provide enough water to sustain some 15,000 new families in the desert. But, momentous as the plan may be to Israel's future, the government last week went to great pains to play it down...