Every year, people are drinking less orange juice, aside from that citrus plants are being destroyed by foreign bacteria that is making a lot sections of plants worthless. This has made Florida orange farmers to re-created their Orange Juice mascot from a goofy like orange wearing cape to a superhero that hangs out with Captain America and the other Avengers. Nothing could be cooler than that, maybe just an iced cold glass of Florida orange juice, offered by Captain Citrus, which is John Polk, a man who resides in an orange grove and has some solar pods in his body that permit him to defeat death.

The company paid Marvel for this new superhero project, and the Department of Citrus of Florida hopes that the change to a slimmer and new mascot will help make the product a household name among children. Florida paid Marvel, $1 million to help them make the new character as well as small comic series about Polk working with other The Avengers characters like Iron Man. The first appearance is Captain Citrus saving Orlando, Florida from an army of androids, attacking the state; it was not possible without a glass of orange juice for a drink and sufficient amount of sunlight.

Hopefully, with the help of Captain Citrus, the decline in orange juice consumption will be reversed. Americans have been given the flick of orange juice with per capita consumption at 45% in 1998, during the peak. Orange juice has been under stress from issues about sugar content and challenged by new products like energy drinks and coconut water. The new superhero was made to relate with children and their families, to urge them to keep buying and drinking orange juice. Captain Citrus has appeared with The Avengers in a special comic book series, a teaser ad inserted in the Captain America film's DVDs.