Oranges or "lemons"? Family farming and product quality in the Spanish orange industry, 1870-1960.
In the early twentieth century California became a big exporter of some agricultural products that, until then, had only been grown on a large scale in the mediterranean basin. As a result, exports of those products diminished or stagnated in Mediterranean countries, with important repercussions on their economies. The Spanish orange industry, however, continued to expand, despite the fact that a substantial percentage of Spanish oranges came from farms owned by (often illiterate) small peasants who, in comparison to the California growers, used a great deal of labor, small amounts of capital, and little science. This paper shows that Spanish farmers were in fact capable of growing high-quality oranges at prices that were more competitive than those in California, although interested they often preferred to satisfy the strong demand for middling fruit from Great Britain because it was a more profitable business. This, combined with a deficient use of brand names, gave the Spanish citrus industry serious reputation problems by the 1930s, from which, however, it recovered quickly.