Orange juice containers are shrinking along with orange crops; beverage companies are trying single-serve cartons.
Orange juice containers are shrinking along with orange crops; beverage companies are trying single-serve cartons. - 
Listen To The Story

Orange growers in Florida are having a tough time of it. The greening disease that’s been lowering yields for years is making this year’s crop one of the smallest in decades.

That’s translating into higher prices for orange juice, averaging $6.63 per gallon.

Consumers are drinking less, but still guzzle $3.2 billion worth of juice per year, says Jonna Parker of Nielsen research.

“It’s still a really, really big industry,” she says, but there's been a steady decline in sales over the last five years.

The size of orange juice containers is shrinking as well.

“Some of the brands out there have put the orange juice into the smaller, one-serving size” says LeAnna Himrod, who heads the Peace River Valley Citrus Growers Association in Florida.

She says beverage companies are responding to busy consumers who not only want convenience, but also something that feels fresh and healthy.

Rob Parker is one of those consumers. He lives in Washington, D.C., and worries about the sugar in off-the-shelf orange juice.

“I used to go through probably half a gallon every few days," he says. "Now, I only get fresh-squeezed, and that’s maybe once or twice a month.”

Growers are trying to keep back the greening disease in order to lower prices, and hopefully, bring orange juice back to the breakfast table.

“I think the best compliment I can give is not to say how much your programs have taught me (a ton), but how much Marketplace has motivated me to go out and teach myself.” – Michael in Arlington, VA

As a nonprofit news organization, what matters to us is the same thing that matters to you: being a source for trustworthy, independent news that makes people smarter about business and the economy. So if Marketplace has helped you understand the economy better, make more informed financial decisions or just encouraged you to think differently, we’re asking you to give a little something back.

Become a Marketplace Investor today – in whatever amount is right for you – and keep public service journalism strong. We’re grateful for your support.

Follow Kimberly Adams at @KA_Marketplace