1977'1980 Florida orange juice boycott

Anita Bryant Sucks Oranges button

The 1977-1980 Florida Orange Juice Boycott was a significant consumer boycott targeting the Florida orange juice industry. This boycott was initiated in response to the industry's hiring of Anita Bryant, a prominent singer, conservative Christian, and beauty pageant titleholder, as their spokesperson. Bryant's outspoken opposition to homosexuality and her active campaign against LGBT rights legislation in Miami-Dade County, Florida, sparked widespread outrage among LGBT communities and their allies, leading to the boycott.

Background

In the late 1970s, the United States witnessed a burgeoning gay rights movement, seeking equal rights and protections for LGBT individuals. During this period, Miami-Dade County proposed an ordinance that would prohibit discrimination in housing, employment, and public accommodations based on sexual orientation. Anita Bryant led a highly publicized campaign to repeal this ordinance, arguing that it would promote homosexuality and undermine traditional family values. Her campaign, "Save Our Children," successfully led to the repeal of the ordinance in June 1977.

The Boycott

The decision to hire Anita Bryant as the spokesperson for the Florida orange juice industry was met with immediate backlash from the LGBT community and its supporters. Activists called for a boycott of all Florida orange juice products, urging consumers to stop buying orange juice from Florida and to avoid products associated with Bryant. The boycott was not only a protest against Bryant's anti-LGBT stance but also a broader statement against companies that supported individuals or policies perceived as anti-LGBT.

Prominent figures and organizations within the LGBT community and beyond supported the boycott. Harvey Milk, the first openly gay elected official in California, was among the notable advocates, urging people to participate in the boycott. The campaign gained national attention, with many bars and restaurants removing Florida orange juice from their menus and individuals opting for alternative products.

Impact

The boycott had a significant impact on the Florida orange juice industry, leading to financial losses and a public relations crisis. While it is difficult to quantify the exact economic impact, the industry faced considerable pressure to disassociate from Bryant. The controversy highlighted the growing power of consumer boycotts as a tool for social and political change, particularly within the context of the gay rights movement.

The boycott also had a broader cultural impact, raising awareness about LGBT rights and the power of collective action. It demonstrated the potential of the LGBT community and its allies to mobilize effectively against discrimination and prejudice.

Aftermath

The boycott officially ended in 1980, but its legacy continued to influence LGBT activism and consumer boycotts. Anita Bryant's career suffered as a result of her anti-LGBT activism, and she became a polarizing figure in American culture. The Florida orange juice boycott is remembered as a pivotal moment in the history of LGBT rights and consumer activism, illustrating the intersection of economic actions and social justice movements.