Initial message -- An overview -- Mapping of the citrus economy -- 1. The citrus sector in Brazil -- 2. Brazilian GDP versus agricultural GDP -- 3. Brazilian leadership -- 4. Citrus exports -- 5. Destinations of exports -- 6. Tariff barriers -- 7. Phytosanitary barriers and technical requirements -- 8. Exchange rate -- Citrus fruit production mapping -- 9. Evolution of global orange production -- 10. Evolution of Brazilian orange production -- 11. Specialty of the major producing countries -- 12. Orange juice production -- 13. Brazil’s citrus belt (São Paulo and Triângulo Mineiro) -- 14. Comparison between the production in São Paulo/ Triângulo Mineiro region and Florida -- 15. Stratification of production by producer profile in Brazil’s citrus belt -- 16. Varieties in the orchards -- 17. Pests and diseases in the Brazil’s citrus belt -- 18. Impact of climate change on citrus growing -- 19. Cost of orange production -- 20. Pesticides in citrus farming -- 21. Use of fertilizers in citrus growing -- 22. Minimum wage -- 23. Jobs and working conditions -- 24. Production incentive policies -- 25. Cycle of working capital and available funding sources -- 26. Price of oranges -- 27. Price of orange juice: an incredible volatility -- 28. Breakdown of the price of orange juice on the retail market -- Mapping and quantification of the citrus sector – 2008/09 harvest -- Mapping the consumption of citrus products -- 29. Nutritional benefits of oranges -- 30. Definition of juice, nectar and still drink -- 31. World consumption of beverages -- 32. World consumption of fruit juices, nectars, and still drinks -- 33. Orange flavor -- 34. Orange flavor in Europe -- 35. Orange flavor in North America -- 36. The orange flavor in the BRIC group countries plus Mexico -- 37. The growth potential of Brazil’s domestic market -- 38. The power of international retail -- 39. Concentration of juice bottlers -- 40. Concentration in the Brazilian orange juice industry -- Closing message -- Markestrat -- Appendix.  .

The orange juice chain is unique, probably a sui generis commodity. Although several countries produce oranges and juices, two regions in the world are the responsible for around 80% of the production. These are the states of Sao Paulo in Brazil and Florida in the USA. Although the emerging countries are growing in production, the juice consumer is also concentrated in the USA and Europe where more than 90% of consumption takes place. The characteristics of this chain are so unique, that it makes a nice laboratory for academics and business people to exercise strategies, since risk is spread. Orange is a very sensitive plant, and fluctuations in production are notorious. The logistics of this chain are fascinating. The product travels great distances to reach the consumer in a generally safe and efficient way. The industry assets such as vessels and tanks are specific. By reading this book, business people, academics and chain practitioners have an opportunity to understand this chain. and can analyse all of its numbers and economics and exercise strategy building. This is needed since the orange juice market is a stable market in the world, growing only 1% per year, and the production costs of this chain are rising fast, due to structural changes faced by world food and agribusiness companies i.e. labour costs, energy costs, land costs, environmental costs and others. The book will be of interest to all those concerned with agri food chains.