Meet Marvel's new superhero, Captain Citrus

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Marvel's latest superhero, Captain Citrus, draws his power from the sun and hails from a Florida orange grove. And here's his true origin story: He was developed by Marvel for Florida's citrus growers, who hope the hero will use his powers to help them sell more orange juice.

Captain Of An Industry

Marvel's successful films and comics, from Spider-Man to The Avengers to Guardians of the Galaxy, have made them a hit with not just audiences, but also businesses.

Marvel has teamed recently with Lexus, M&M's and Kiehl's, a company that sells natural skin care products. Dozens and dozens of other companies are lining up to work with one of America's hottest brands.

In Tampa recently, Marvel unveiled its new Captain Citrus digital comic and an animated trailer, commissioned and paid for by Florida's orange growers.

Florida's citrus industry has been hit hard in recent years by a disease that has hurt production and by declining consumer demand for orange juice. Facing all the challenges, the industry asked Marvel to redesign the orange growers' Captain Citrus character.

The old Captain Citrus mascot was basically an orange with legs and a cape. The new Captain Citrus is cut, young and fit. In his first comic adventure, he uses his solar power to help the Avengers defeat an evil villain. And, Marvel's Bill Rosemann says, he starts his day with a glass of orange juice.

"He lives in an orange grove," Rosemann says. "In the comic book, you see him with his family. They're having breakfast. You see how orange juice brings the family together and kick-starts the day."

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