The Social History Of A Singular Fruit


Which is not to say that the industry died; it simply moved—to the wide-open irrigated spaces of California’s Central Valley and southern Arizona, where most of the oranges now packed and shipped under the Sunkist label stretch out in groves the size of cattle ranches. But a culture had been shoveled into the dustbin of history, and there was another symbol to mark its passing: in 1949 the huge National Orange Show auditorium in San Bernardino burned down. For hours that day, a monstrous dark cloud of smoke hung over the town. In the evening, the cloud was colored by the setting sun. The color was orange.

Crating up the California Dream