Word: citrus
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...worst in many ways. Crop losses, particularly those of citrus fruit in the Sunbelt, could total $500 million. Deaths directly and indirectly attributable to the two-week freeze numbered nearly 500. Tens of thousands of lives were disrupted...
...Texas, 3,500 growers of Valencia oranges and Ruby Red grapefruit are rushing to pick and process their fruit for juice. Their losses could total $50 million nonetheless, and the trees may be seriously damaged. Nowhere are the economic stakes bigger than in Florida, where 75% of U.S. citrus fruit is grown. It is believed that a quarter of the nearly ripe crop, worth about $250 million, was wrecked by temperatures as low as 16°. "It was just like Pearl Harbor," says Everett Fischer, general manager of Winter Garden Citrus Growers. "You wake up and-wham...
While politicians and diplomats seem to prefer the Economist's diary, a popular datebook in the movie industry is LeBook Los Angeles, which for $28.50 offers 116 pages of local services ranging from art galleries to auto rentals. Its publisher, Citrus House, also sells a national LeBook containing the basic rundown on 36 of the most visited cities in the U.S. This year LeBook contains a guide to the Olympic Games...
...company is the $12 billion enterprise behind such household names as Charmin, Folger's, Crest and Crisco. When P&G decides to add a new product to this list, competitors view the marketing assault as a D-day invasion, and with good reason. Last week P&G launched Citrus Hill, its entry into the $3 billion market for chilled and frozen orange juice. "There's a year of sunshine in every sip," goes the slogan for the ads that blossomed on TV and in newspapers. The commercials portray a citrus grower who says, "That is one sunshiny, sweet...
...hopes that Citrus Hill will put the squeeze on the two leading brands, Coca-Cola's Minute Maid and Beatrice Foods' Tropicana. In test markets in Indiana and Iowa during the past year, Citrus Hill has reportedly grabbed a respectable 14% to 17% market share. But P&G hopes to better that next year when it replaces its current Citrus Hill formula with a patented concentrate produced by freezing the fresh juice rather than boiling it. A marketing battle is likely to ensue. Said a Tropicana spokesman: "We intend to aggressively defend every area where...