An advertisement from Eshed-Gat-Rimon promoting the drinking of orange juice all year round by purchasing orange juice concentrate. Eshed-Gat-Rimon Canneries was a conglomeration of three kibbutzim that processed citrus products: Ashdot Yaakov, Givat Brenner, and Givat Haim. The poster, written in English, seems to have been written during the time of the British Mandate. This was also the time period when the technology of making orange juice concentrate was invented. The process of concentrating orange juice was patented in 1948, but the practice was begun earlier as a way of providing soldiers in World War II with a reliable source of Vitamin C. The advertisement promotes the shipping and storage benefits of orange juice concentrate over the oranges themselves. These advantages suggest that the advertisement was targeting a commercial audience.
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Citrus Fruits in Israel - Citrus fruits are a major Israeli crop. In addition to being an excellent source of vitamin C and potassium, citrus fruits are high in fibre, low in calories, and have relatively low glycaemic index scores. Jaffa oranges are known around the world as one of Israel’s prime exports. Jaffa oranges are a specific type of orange, Shamouti, which were first discovered in an Arab farmer’s grove in Jaffa in the mid-nineteenth century. They are almost seedless, quite sweet, and have a thick peel which makes them particularly suitable for export. Although called “Jaffa” oranges, the oranges grow in many regions in Israel including the Jezreel Valley, the Galilee, and the Golan Heights. In the early years of the State of Israel, the Jaffa orange became the national icon. Israeli individuals and companies traditionally shipped gifts of oranges to Diaspora communities as a patriotic symbol of connection with Israel. In more recent years, international competition, a decline in the importance of agriculture in Israel, and limits on water allocation to the farmers have led to a large reduction in the production of Jaffa oranges.
