Juicy Scandal

The breakfast-table reading of many a hurried city fellow--such is the nature of progress--now includes not only the back of the cereal box but also the fascinating claims on his carton of chilled orange juice. With such prominent assurances as "100% pure," "no sugar, water or preservatives added," and "packed under continuous inspection," he is led to believe that the company president squeezed the juice directly into the carton with his own hands. Last week that belief suffered a blow that could set off the rediscovery of fresh oranges. In the Florida citrus industry's biggest scandal in years, Tropicana Products Inc., the world's biggest dealer in fresh chilled orange juice,* was accused of spiking its juice with sugar syrup.

In Florida, where the multimillion-dollar citrus industry is one of the state's biggest, that is tantamount to coming out for frost. Chairman J. R. Graves of the Florida Citrus Commission accused Tropicana of "premeditated and willful violation of the citrus code" (which prohibits producers from adding anything to fresh juice), called the deed "a reflection on the integrity of the entire industry." The Florida Citrus Commission called for punishment of Tropicana "in a degree commensurate with the seriousness of the offenses." Tropicana President Anthony T. Rossi admitted that he had ordered cane sugar syrup added to about half of a 400,000-gal. shipment bound for New York "in a moment of weakness and temptation" because the juice was more tart than usual. He added that Tropicana will not contest the five charges in the state's complaint, which could result in suspension of the company's license. The U.S. Department of Agriculture has already informed Tropicana that on May 31 it plans to lift its inspection seal of approval.

* But not of frozen orange juice, which accounts for 60% of Florida's orange business. Sales leader: Minute Maid.

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