Anthony Rossi invented a manufacturing process allowing everyone to enjoy fresh orange juice.
The father of Tropicana orange juice and the inventor of fresh juice processing was an Italian immigrant, Anthony Rossi. Born in 1900, Rossi immigrated to the United States at the age of 21. He drove a cab in New York City, bought a self-service grocery store on Long Island and moved on to farming in Virginia. Seeking a warm climate similar to his native Sicily, he finally settled in Florida and founded the Manatee River Packaging Company. He invented the manufacturing process called flash pasteurization in 1954 when he discovered that raising the temperature of orange juice for a short time preserved its taste, allowing fresh juice to be packaged and shipped. Tropicana Pure Premium quickly became successful, and his company changed its name to Tropicana Products Inc. in 1957.
Tropic-Ana
Tropicana advertised its products as it sought to increase sales. "Tropic-Ana" debuted in 1951. The lady wore leis and a grass skirt and balanced a large bowl of oranges on her head. She was an immediate success, and Tropicana soon became a household name.
Expansion
Food companies courted Rossi as the juice market grew and competition increased. Beatrice Foods bought the company in 1978. Increasing competition from Minute Maid, a Coca Cola product, and Proctor and Gamble's Citrus Hill brands demanded innovative products and advertising. Tropicana rebranded its concentrates as Gold'n Pure and Tropicana Season's Best, and introduced new carton products, including Tropicana Pure Premium Home Style Orange Juice with more pulp. The Seagram Company Ltd. purchased Tropicana in 1988 and expanded distribution nationally and overseas. PepsiCo bought Tropicana in 1998.
Company Logo
Tropicana Field is the home of the Tampa Bay Devil Rays baseball team.
Tropicana introduced a logo of an orange with a straw jammed into it in the 1980s. It appears on the cartons of Tropicana orange juice products. Tropicana attempted to replace the logo in 2009 with a glass of orange juice, but customers rebelled. The company relented and reinstated the old logo, an orange with a red and white straw.
Innovative Campaigns
Tropicana works hard to retain customer loyalty and brand awareness.
Tropicana introduced Twister brand bottled and frozen juice blends with the motto: "Flavors Mother Nature never intended." It gained an advertising coup when the Tampa Bay Devil Rays baseball stadium became Tropicana Field in 1996.Tropicana continues to develop unique and relevant advertising campaigns. The company coordinated a campaign called "Rescue Rainforest" in 2008. Tropicana advertised juicy rewards points on its packages. Customers could donate points to save the rainforest.
Tags: orange juice, Anthony Rossi, Devil Rays, Devil Rays baseball, fresh juice, invented manufacturing, invented manufacturing process