to reflect the growing appeal of the Tropicana brand. In 1957, the company's name was changed to Tropicana Products, Inc. Įd Price was hired as executive vice president and director in 1955 and represented the company as chairman of the Florida Citrus Commission. Her image was phased out during the 1980s. She appeared prominently on the juice cartons and even the train cars used to transport the juice. The company developed a trademarked cartoon mascot for the brand called Tropic-Ana, a barefoot young girl carrying oranges on her head and wearing clothing that resembles a Hawaiian grass skirt and lei. The juice, Tropicana Pure Premium, became the company's flagship product. For the first time, consumers could have the fresh taste of pure not-from-concentrate juice in a chilled package. He developed flash pasteurization in 1954, a process that raised the temperature of juice for a short time to preserve its taste. The fresh fruit segments and orange juice business was profitable enough that he discontinued the production of fruit boxes. In 1952, Rossi purchased the Grapefruit Canning Company in Bradenton. At the East Bradenton location, Rossi began producing frozen, concentrated orange juice as a natural extension to the fruit section business. Fruit Industries continued to grow, even supplying ingredients for the fresh fruit salads on the menu of New York's famed Waldorf-Astoria Hotel. As the fruit segment business grew, the company moved to a larger location in East Bradenton, Florida, and changed its name to Fruit Industries. In 1947, Rossi settled in Palmetto, Florida, and began packing fruit gift boxes and jars of sectioned fruit for salads under the name Manatee River Packing Company. His first involvement with the Florida citrus industry was creating fresh fruit gift boxes sold by Macy's and Gimbels department stores in New York City. He drove a taxi, was a grocer in New York, then worked as a farmer in Virginia, and then moved to Florida in 1940 where he farmed and was a restaurateur. Rossi was born in Sicily, Italy and immigrated to the United States in 1921 when he was 21. PepsiCo retained the remaining 39% of ownership. Between 19 it was a subsidiary of PepsiCo, but in August 2021, 61% of Tropicana was sold along with the rest of PepsiCo's juice brand portfolio for $3.3 billion to PAI Partners. nuh) is a former American fruit-based beverage company.
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