《商业内幕》柳澄汁“骗局”：在美国早餐渐渐销声匿迹
（博谈网记者赵青编译报道）据《商业内幕》（Business Insider）2016年10月13日（周五）报导：Orange juice is being called a massive scam –and now the American breakfast staple is disappearing
美国人正在唾弃柳澄汁。
因为各种谷物广告都在塑造该饮料为“完整早餐”的一部分，许多人十多年来就认为柳澄汁是早餐必备品。
但是美国人的柳澄汁消费额近年来一直下降，原因是人们逐渐认知柳澄汁的营养价值并不高。
就营养而言，其实柳澄汁不优于气泡饮料或其他含糖饮料，可参阅商业内幕艾琳柏得温（Erin Brodwin）于本（10）月稍早发表的《人生最大的骗局》。
一杯12盎司（约340克）的柳澄汁，共含153卡洛里、34克碳水化合物、27克醣类以及2.4克蛋白质，因此柏得温指出，这简直和M&M巧克力的碳水化合物等量，并与糖类几乎等量。
因此营养专家与专注健康的部落客近年来一直排斥柳澄汁。你试着用谷歌搜寻柳澄汁的好处，最先出现的几则标题有《为何柳澄汁是慢性自杀》以及《为何拒喝柳澄汁》
奈尔森（Nielsen）的数据也显示为何近四年来柳澄汁的销售竟下降13百分点。
冷冻澄汁自从2012年就受到销售重创，其降了39%销售额，仅9千8百万美元，相较于同期冷藏澄汁的下降10%后的31亿美元。
佛罗里达州是美国生产要制作成柳澄汁的橙子的第一大宗，正面临第五个连续季节的柳澄生产下降，彭博（Bloomberg）表示也是近一个世纪以来的最严重的衰退。
除了需求下降，柳澄生产商也在对抗正在侵袭他们的树丛的病毒危害。
随着种植人员的离去，柳澄加工厂也相续倒闭。
据《华尔街日报》，佛州曾有四十多家加工厂，现在只剩七间。
佛罗里达州农业部和消费者服务部门的负责人亚当·普特南（Adam Putnam）告诉《华尔街日报》：“你正在目睹一些令人痛心的决定，即多代家庭柑橘种植者已经达到了超出他们的风险承受能力的地步”
美国人早餐消费实际在上升的同时，柳澄汁的销售额却在下降。
根据NPD集团的数据，在未来几年中，早餐消费量预计将成长快于美国人口成长，因为越来越多的美国人选择在外吃早餐。
然而，由于榨果汁趋势的兴起，多种果汁和冰沙可作为橙汁的替代品。
Orange juice is being called a massive scam
— and now it's disappearing from breakfast in
America
- Oct. 13, 2016, 4:25 PM
- 45,652
- 19
AP
Americans are turning away from orange juice.
The drink was considered a breakfast staple for decades, and has long been featured prominently in nearly every cereal ad as part of a "complete breakfast."
But Americans' consumption of orange juice has been plunging in recent years, as awareness grows over the scant nutritional value of the drink.
Nutritionally, orange juice isn't much better for you than a glass of soda or any other sweetened beverage, as Business Insider's Erin Brodwin wrote earlier this month in a post calling it the "biggest con of your life."
A 12-ounce glass of orange juice contains 153 calories, 34 grams of carbohydrates, 27 grams of sugar, and 2.4 grams of protein. That's the same amount of carbohydrates and almost as much sugar as a bag of M&M's, as Brodwin points out.
That's why nutrition experts and health bloggers have been railing against orange juice in recent years. When you Google "orange juice good for you," the top results include posts titled "Why orange juice is slowly killing you," and "The #1 reason to avoid orange juice."
Perhaps that's why sales of the juice are down 13% in the past four years, according to data from Nielsen.
Frozen orange juice has experienced the biggest drop in sales, falling 39% to $98 million since 2012, compared to a 10% drop to $3.1 billion for refrigerated orange juice in the same period.
Florida, which is the top producer of oranges used for juice in the US, is on track for the fifth straight season of declines in orange output — representing the worst decline in more than a century, according to Bloomberg.
On top of falling demand, orange producers have also been battling a bacterial disease that has been wiping out their groves.
As growers leave the business, orange-processing plants have also been shutting down.
Florida once had more than four dozen processing plants but now has only seven, according to The Wall Street Journal.
"You're witnessing gut-wrenching decisions where multigenerational family citrus growers have reached a point where their risk tolerance isn't there to continue," Adam Putnam, the commissioner of the Florida Agriculture Department and Consumer Services, told The Journal.
Sales of orange juice are declining at a time when Americans' breakfast consumption is actually on the rise.
Breakfast consumption is expected to grow faster than the US population over the next few years, and more and more Americans are choosing to eat breakfast away from home, according to NPD Group.
Thanks to the rise of the juicing trend, however, a wide array of juices and smoothies are available as alternatives to orange juice.
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