In 1932, the Hawaiian Pineapple Company successfully developed a process of clarifying the juice, while capturing the aroma and flavor of the fruit.[6] Large-scale cultivation of pineapples led to the formation of a pineapple commerce association which had strict production limits on the canning of whole, cut and crushed pineapple. Although industry members had agreed on these limitations in a 1934 pool agreement, the industry turned to canning of pineapple juice to expand commercial opportunities, while taking advantage of fruit juice as a new trend in breakfast drinks.[6]