Tropicana, which was founded in 1947 and has been a household name ever since, is in financial trouble and might have to file for bankruptcy. Tropicana’s revenue went down by 4% last quarter, and the company’s income decreased by 10%, according to CNN.

Florida is being blasted with stronger hurricanes than ever before. A prolific disease carried by insects continues to devastate orange groves. And, on top of all that, consumers are watching their sugar intake.

When it comes to breakfast the Tropicana brand is about as iconic as it gets in America. Just about everyone can close their eyes and see a tall glass of orange juice waiting next to a side of toast and maybe some eggs and bacon.

The iconic orange juice brand Tropicana is feeling the squeeze of financial pressures affecting both its supply and demand. Is this the end for the juice giant?

PAI Partners, a European private equity firm that ... that “growing citrus is no longer economically viable for us in Florida,” with disease and hurricanes reducing its production by 73% ...