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U.S. orange juice exports continue to increase as orange juice supplies rise. U.S. orange juice production in 1997/98 is forecast at a record 1.13 million metric tons (65 degrees brix), 10 percent above the previous season's output. U.S. exports of orange juice in 1997/98 are forecast at a record 120,000 tons, 15 percent above the previous year's shipments. Florida accounts for most of the U.S. orange juice production and exports. During the 1980's, Florida's citrus groves were hit by freezes, resulting in dramatically decreased U.S. production. Since 1989, Florida growers have planted farther south, and the new groves have been reaching record production levels. Increased demand for higher quality single strength juice and strong marketing efforts by private companies have boosted exports in recent years. Major U.S. customers are expected to continue to be the European Union (EU), Canada, Japan, and Korea. Even though the U.S. product is more expensive than the Brazilian product, the quality is superior and consumers are willing to pay for the "fresh squeezed" taste associated with U.S. orange juice.
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