Is Breakfast Without Orange Juice A New Norm?

Americans are drinking less orange juice. Breakfast without OJ just seems out of sync with the American way. According to The Wall Street Journal, U.S. orange-juice retail sales fell to the lowest level on record as consumers continue to turn away from the beverage, once a staple of the American breakfast.

Reading the article you wouldn't take the problem seriously.  Oranges might not be around for longer in the U.S. so its time to think long and hard about what they are worth. A disease spreading across citrus producers resulting in less and less oranges being produced, prices going up and consumers in turn buying less. "It's horrible — it's a disaster," says Fred Gmitter, a professor of horticulture science at the University of Florida Citrus Research and Education Center.

One of the special features of our Sunday breakfast, is a glass of freshly squeezed orange juice. I just hope that does not become a memory only in time to come.