Women and citrus
The post-war years of American affluence boded well for the citrus industry. Demand for orange juice skyrocketed after the invention of orange juice concentrate in the 1940s by the Florida Citrus Commission, creating a product that could be cheaply shipped around the world. Growers switched marketing tactics and began appealing directly to consumers and housewives to sell their products. Citrus organizations sponsored hundreds of community events across Florida to highlight their products, including a Citrus Queen pageant.