the biggest reason I went for zest and fresh juice vs whole oranges is all the comments I saw about JOAM being 'pithy' at times. it sounds like it ages out, but having used orange and lemon zest in cooking, I can tell you they pack a LOT of punch for the quantity, especially the aroma. and aroma is about 50% of your flavor sensation.
plus, zest isn't fermentable, so if you needed to boost it at secondary, you can add more zest and rack on top. just clean the orange exterior really well first. might not be a bad idea to go organic to avoid sprayed pesticides. one orange is a LOT of zest.
Primary: English Mild
On tap: Pale Ale, Lancelot's Wheat, English Brown Ale, Steam Beer, HoovNuts IPA
Bottled: MOAM, Braggot, Raspberry Melomel, Merlot, Apfelwein, Pyment, Sweet mead, Cabernet
Gal in 2009: 27, Gal in 2010: 34, Gal in 2011: 13, Gal in 2012: 10