Hip grapefruit?

With some citrus farmers struggling to stay in business, Florida growers are spending $3 million on a new marketing campaign to make the grapefruit more hip to a younger generation. "It's perceived as, you put it on a prate with a white doily and a cherry in the middle at your grandma's house," says Dan Richey, whose family has been growing grapefruit for 100 years. In November, Florida's Department of Citrus began running flashy grapefruit advertisements in magazines like In Style and Vogue, and during hit television shows like Queer Eye for the Straight Guy. The new campaign emphasizes that grapefruit juice is fat-free, hydrating, packed with nutrients and tastes zingy on the tongue. Growers would tike U.S. consumers to mimic those in Japan. In 2002, for the first time, more Florida grapefruit was sold in Japan than in the U.S. Grapefruit is considered so healthful in Japan that people squeeze it into their baths.