The Florida Growers Association has associated oranges and orange juice with "Florida" in the minds of Canadians since the 1980s. However, a recent shift in sourcing by Canadian importers has led to the purchase of Brazilian oranges, resulting in a 50% decline in the price of US OJ concentrate. This development is reported in Canadian industry news as a consequence of Canadian buyers shifting away from US goods. US industry news describes this shift as a natural correction in commodity prices.