A Florida orange juice producer is starting an ad campaign to put the squeeze on imported citrus. The campaign by Florida's Natural is aimed primarily at major juice makers such Tropicana and Minute Maid, which rely heavily on Mexico and Brazil for oranges, the Orlando Sentinel reports. The latter nation replaced Florida in recent years as the world's orange king.
The ads tap into the current controversy over the quality of imported goods, the Sentinel notes. "Now, more than ever, Americans want to know what they are feeding their families and where their food comes from," a company VP says in one ad. Critics call the campaign disingenuous, claiming that producers—including Florida's Natural at times—need imported oranges to meet skyrocketing demand.