In April 1, 1934, a new food and drink company named Calcivita was formed, with Dr. J Byron Cronkrite as president. The company was located in the Remington-Rand building, which also housed the National Drug & Chemical Co on the 3rd floor. The formula listed in the ad for the new Calcivita Company is identical to the formula in the Orange Alpha brochure. The company was only 2 months old at the time of the article but Cronkrite had been developing the formula for several years. R. P. Jones and H. D. Grodon served as Vice President and Director of Sales respectively.

The Calcivita Co can be found in Kalamazoo city directories between the years of 1934 and 1940. Prior to the Calcivita Co, Cronkrite organized the Oranjola Company in 1933. The company declared bankruptcy in February 1934.

The Orange Alpha health drink is assumed to be a variation or iteration of Cronkrite’s formula as seen in the Calcivita and Oranjola companies.