Excerpts from the report: This report compares sales of Florida oranges with color added and those in their natural state, and also examines consumer attitudes toward these two products. The economic implications of offering consumers natural-color Florida oranges only are appraised. The study is part of a broad program of research to provide information for marketing groups and farmers, and to evaluate merchandising programs designed to expand the demand for agricultural products and increase marketing efficiency. The objectives of this research were to: (1) Determine comparative consumer acceptance of color-added and natural-color Florida oranges as reflected by sales under normal retail operating conditions; (2) weigh the opinions of homemakers who had purchased either color-added or natural-color oranges; and (3) explore possible limitations of the market for Florida oranges if they are offered to consumers in natural color only.