Orange Empire California and the Fruits of Eden

ISBN-10: 0520251679

ISBN-13: 9780520251670

Edition: 2007

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Description: This innovative history of California opens up new vistas on the interrelationship among culture, nature, and society by focusing on the state's signature export--the orange. From the 1870s onward, California oranges were packaged in crates bearing colorful images of an Edenic landscape. This book demystifies those lush images, revealing the orange as a manufactured product of the state's orange industry. Orange Empire brings together for the first time the full story of the orange industry--how growers, scientists, and workers transformed the natural and social landscape of California, turning it into a factory for the production of millions of oranges. That industry put up billboards in cities across the nation and placed enticing pictures of sun-kissed fruits into nearly every American's home. It convinced Americans that oranges could be consumed as embodiments of pure nature and talismans of good health. But, as this book shows, the tables were turned during the Great Depression when Upton Sinclair, Carey McWilliams, Dorothea Lange, and John Steinbeck made the Orange Empire into a symbol of what was wrong with America's relationship to nature.

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Book details

List price: $33.95
Copyright year: 2007
Publisher: University of California Press
Publication date: 3/20/2007
Binding: Paperback
Pages: 402
Size: 6.00" wide x 8.75" long x 1.25" tall
Weight: 1.122
Language: English

List of Illustrations
Acknowledgements
Prologue: An Allegory of California
Fabricating Eden
Introduction
Manifesting the Garden
A Cornucopia of Invention
Pulp Fiction: The Sunkist Campaign
Work in the Garden
Introduction
The Fruits of Labor
"The Finished Products of Their Environment"
Reclaiming Eden
Introduction
A Jungle of Representation: The EPIC Campaign versus Sunkist
A Record of Eden's Erosion
"A Profit Cannot Be Taken from an Orange": Steinbeck's Case for Environmental Justice
Epilogue: By Their Fruits Ye Shall Know Them
Notes
Select Bibliography
Index
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