Download Orange Empire: California and the Fruits of Eden, by Douglas Cazaux Sackman
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Orange Empire: California and the Fruits of Eden, by Douglas Cazaux Sackman
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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.
- Sales Rank: #3316505 in Books
- Published on: 2005-02-07
- Original language: English
- Number of items: 1
- Dimensions: 1.30" h x 6.26" w x 9.36" l, 1.61 pounds
- Binding: Hardcover
- 401 pages
Review
"Douglas Sackman peels an orange and finds inside nothing less than an American agricultural-industrial culture in all its inventive, exploitative, transformative, and destructive power. A beautifully researched and intellectually expansive book." - Elliott West, author of The Contested Plains"
From the Inside Flap
"Douglas Sackman peels an orange and finds inside nothing less than an American agricultural-industrial culture in all its inventive, exploitative, transformative, and destructive power. A beautifully researched and intellectually expansive book."—Elliott West, author of The Contested Plains: Indians, Goldseekers, & the Rush to Colorado
From the Back Cover
"Douglas Sackman peels an orange and finds inside nothing less than an American agricultural-industrial culture in all its inventive, exploitative, transformative, and destructive power. A beautifully researched and intellectually expansive book."-Elliott West, author of The Contested Plains: Indians, Goldseekers, & the Rush to Colorado
Most helpful customer reviews
3 of 3 people found the following review helpful.
Interesting History! Great research!
By J Magpie
Douglas Sackman’s Orange Empire weaves the story of agriculture and big industry's relationship with the landscape and culture of early California. This book covers the growth and consequences of big agricultural orange production in California, specifically identifying struggles of the environment and land, labor, race, economics and politics in early California history. Sackman extensively discusses the construction of the marketing identity of the orange, romanticizing California and the fruit, transforming the fruit into an “Americana”, “American dream” lifestyle staple. Sackman discusses the realities beyond the ideal of the fabricated orange delving deeper into socioeconomic impacts of a mass agriculture and capitalistic policy on the state that impacted and contributed to the national precedent. Further, Sackman discusses the downfall of the industry following the Great Depression and shifts in popular culture.
Overall, the book tells an interesting story through the rise and fall of the industry challenging the constructed utopian idealism of the orange through Sackmans analysis of the exploitative practices of big industry on nature and culture. It can be a bit of a dry read but Sackman uses vivid imagery, that transports you to the landscape and time. The book is extensively researched and cited, providing great resources for further exploring of the subject. This book is a must read for anyone interested in the development of California and the history of big agriculture, labor and the environment.
7 of 7 people found the following review helpful.
Excellent Book
By David Eck
A surprisingly readable book about California's Orange Empire. Covers the rise and fall of citrus growing in Southern California. The expected topics are covered, such as how the industry started, the beginnings of Sunkist, how Sunkist created a national demand for fresh citrus fruit year-round, etc. There is an remarkable section on the Depression and the attempts to unionize citrus workers. John Steinbeck even makes an appearance. I assumed the book would be a bit dry, but this wasn't the case at all. Those living in, or those who have an interest in the history of Southern California should read this book. I hope there is a paperback version of this book coming. The hardcover price is steep.
4 of 4 people found the following review helpful.
Sweet story at the start turns sour with labor disputes later.
By lyndonbrecht
This is another excellent book from the University of California Press. It's well written, fairly well illustrated and the best way to describe it is a merger of environmental history, agricultural history and marketing history. These connections, to me, make it a more interesting book.
Or actually two books. The first portion describes how the orange industry began and grew, and has fascinating detail on marketing, how the fruit became a national food. This includes the ups and downs of business, publicity and more. The second portion is more about the struggles with labor, featuring cameo appearances by John Steinbeck and Dorothea Lange. The book manages to contain both of the stories rather well. It amounts to how widely should the fruits of Eden be shared. The story begins around 1870 and stops in the 1930s.
In a sense this is a story about the stories told, of deliberate images (the development of Sunkist, for example, is detailed, and is fascinating). The story of oranges was told as an element of heath and goodness and of California sun. The story of the labor disputes in a sense is of two conflicting world views, the orange turned sour.
This California has vanished under the weight of development and population increases, but it is an informative account of an earlier version of the state, one in which storytelling was as important as today.
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