California's oranges have long enjoyed a good reputation. You may think this is due to the "Golden State" of abundant sunshine and fertile soil, but this is not the case. Perfect oranges are the result of artificial designs - they grow from seed content to the curvature of the skin. Each step is full of design and uses techniques such as genetic variation and drone management. As you can imagine, we will have more similar perfect fruits in the future. However, all the deliberate world may not be so interesting.
Most Americans have seen it in supermarkets. In many places, its brand, Cuties, has become synonymous with oranges, just as Kleenex became synonymous with facial tissue. Curies, produced in California, has now become the chief species of local oranges, and it is almost necessary to squeeze other similar species out of California. It was packed in a wicker box or net bag with a label on it. It was a smiling orange on the top, and it was coming out of the orange peeled from the zipper. This happy image is reminiscent of its name, “Zipper Fruitâ€â€”because its leather is easily peeled off like a zipper.
Easy peeling is just one of the reasons why this type of orange is popular in the market. In addition it is seedless, sweet and petite. Relying on these four "unique selling points," Paramount Citrus produced it and built an empire. Last December, Paramount Citrus invested $20 million in advertising to promote Cuties. At the beginning of the 15-second advertisement was a childish childish voice asking: “Do you know why Cuties is so small?†Then a small arm reaches over the counter and takes an orange from the bowl. The voice replied, "Because the child's hand is small." In another ad, a girl in a tutu was lying on a sofa with an orange in her hand. The voice asked, "Do you know why Cuties does not have seeds?" Because the child hates seeding." In the third ad, a young boy sat cross-legged on the ground and peeled oranges. "Do you know why Cuties is so easy to peel?" asked the voice. “This way kids can peel.†Each ad ends with the same slogan: “Children like Cuties because Cuties is built for kids.â€
This is very effective. According to the US Department of Agriculture's 2010 California Citrus Acreage Report, from 2002 to 2010, the citrus planting area in the state has nearly tripled, while Cuties will soon exceed the combined area of ​​oranges and lemons in Valencia. According to Al Bates, general manager of Sun Pacific, which sells oranges in the San Joaquin Valley area, Cuties has grown faster than any other citrus variety.
Of course, few people noticed its rise, because in the eyes of ordinary people, the only difference between the various types of oranges in the grocery store is the big nail tag. Until I saw Cuties' advertisement, I suddenly realized that as a consumer product, it had something special. I was shocked by the advertisement that this kind of fruit was “built†for the child and could not help guessing whether it had undergone some sort of artificial transformation. Aside from the fear of genetically modified foods, I was most surprised that advertising specifically emphasized its appearance and structural characteristics. Essentially, it was an ideal design for celebrating a fruit.
I was so close to the edge of the problem. Although there are many industrial products around that have been carefully designed to achieve market share, we seldom think that the agricultural products in our vegetable baskets have also been consciously designed.
When a new fruit "graduates" from a breeding farm into the consumer world, it needs a name. But it's not just a matter of taking a name. Agricultural scientists have found that the public prefers two-syllable words—especially those that are familiar, sound positive, and can clearly point to the characteristics of this fruit. Therefore, when the Citrus Reticulata Blanco V I765 was researched and ready to appear on stage, the creator gave it a loud name “Tangoâ€.
"Candy" is the result of more than two decades of research at the University of California, Riverside. Just like any design, researching "candy" is to solve a problem. "Its seeds were too seedy," said plant geneticist Mikar Rose, who is responsible for creating "candies" along with the fruit grower Tim Williams. “So we started a research project in the 1990s and we wanted to develop a seedless variety for this species because the market needs it.â€
Rose spends most of his life "manufacturing" citrus fruits that can be sold in large quantities. The inherent characteristics of the "Candy" predecessor - small, sweet, and easy to peel - make it an excellent target for transformation. As long as the realization of seedless, its sales will be greatly improved. A 2005 study conducted by the University of California, Riverside, estimated that seedless oranges had three to four times more income than seeded varieties.
"Candy" is the solution given by Ross and Williams. Seedlessness makes it a convenience food in the sense that it can be placed in a fruit roll produced by a food company without processing. The researchers took the genetic template from the W.Murcott Afourer orange tree. "Fruit variants don't need to be seeded," Rose explained. "We use dorms -- tissues that take off pencils from trees -- they have dormant buds on them, and then let them receive radiation."
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