![]() He developed flash pasteurization in 1954, a process that raised the temperature of juice for a short time to preserve its taste. The fresh fruit segments and orange juice business were profitable enough that he discontinued production of fruit boxes. In 1952, Rossi purchased the Grapefruit Canning Company in Bradenton. At the East Bradenton location, Rossi began producing frozen, concentrated orange juice as a natural extension to the fruit section business. The ingredients for the fresh fruit salads on the menu of New York's famed Waldorf-Astoria Hotel were supplied by Fruit Industries. As the fruit segment business grew, the company moved to a larger location in East Bradenton, Florida and changed its name to Fruit Industries. In 1947, Rossi settled in Palmetto, Florida and began packing fruit gift boxes and jars of sectioned fruit for salads under the name Manatee River Packing Company. ![]() His first involvement with the Florida citrus industry was fresh fruit gift boxes sold by Macy's and Gimbels department stores in New York City, New York. He drove a taxi, was a grocer in New York, farmer in Virginia, and then moved to Florida in 1940 where he farmed and was a restaurateur. He immigrated to the United States in 1921 at the age of 21 years. Rossi was born in Sicily and studied until high school. 1.9 Pending joint venture with PAI Partners (2021–present).1.5 Sold to PepsiCo and twenty-first century: 1998–present.1.2 Evolution of Tropicana Pure Premium.
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