QUESTION: While browsing at my local thrift shop the other day, I came across three framed citrus prints, the kind that used to be pasted on citrus shipping crates. I scooped them right up. They’ve made a nice addition to my kitchen. I hadn’t thought much about these labels before I saw these framed ones. Are they collectible? If so, are they worth collecting? I sure would love to add to the three I purchased.
ANSWER: Citrus labels, once quite common, have long since disappeared. Both California and Florida growers used these labels to identify their products from the 1880s to the 1950s. Pasted on the ends of these wooden crates, these 10” X 11” labels or 5 ½” X 11” strips identified the brand. And today, they’ve become a hot and affordable collectible.
Christopher Columbus first introduced citrus seeds to what’s now Florida in 1493. Ponce de Leon sailed with Columbus and was the first European to explore Florida in 1513, bringing with him citrus seeds and planting them near the settlement of St. Augustine. Spaniards and native Indians continued to grow and cultivate the fruit, as citrus thrived in Florida’s warm climate and sandy soil.
But it took another 300 years before citrus became an industry. By then, newly arriving homesteaders began relocating to Florida, planting citrus trees around their homesteads. Pioneer began selling the fruit, then bringing it to a common location to be transported by steamships. Steamers collected barrels of fruit packed in Spanish moss at various ports along Florida’s coasts and waterways.
It was the coming of the railroads that encouraged the creation of those colorful, imaginative labels. Oranges had been grown for a long time in Florida and even longer in California, but it wasn't until the completion of railroad spur lines that it became possible to ship the perishable citrus fruit nationwide. By 1875, growers began using 90-pound wooden crates. Eager to capture the attention of wholesale buyers in Eastern and Midwestern produce terminals, the growers began pasting eye-catching paper labels to the ends of the crates.
California growers were the first to use color lithography to print their packing labels. And it was from them that the Florida growers began to see how the colorful labels could be used to successfully market their produce. From 1904 until the 1940s, the growers designed citrus labels to differentiate among the competition for a particular grower or shipper. Artists and lithographers collaborated to help buyers remember and identify their brand.
The old-time produce market was a crowded place, so having labels with eye-appealing, interesting artwork was a must. It's the same rich colors and striking designs that used to grab the attention of the citrus buyers which attract today’s collectors.
Label colors sometimes served another purpose. Each packing house used several different labels, and at some citrus groves the label background colors used were of special significance. Buyers could tell at a glance the grade of the fruit. Blue indicated top quality fruit, red indicated second grade fruit, and yellow or gold indicated third-grade fruit.
Label art changed with the times. Fruit crate art can be divided into three periods—Naturalism, from 1885 to 1920, Advertising, from 1920 to 1935, and Commercial Art, from 1935 to 1955. In Florida, early labels seemed designed to appeal especially to housewives, with pastel-tinted illustrations depicting flowers or babies. Following these came label illustrations showing Indians, planes, trains, hunting scenes, and pretty women, all directed towards the all-male buyers at Northern auctions.
Many early labels during the Naturalism era were known as "vanity labels" because they depicted the growers themselves, their families, or their orange groves.
In 1915, the general public became aware of vitamins and the health benefits of the orange's Vitamin C content appeared in label art. Labels from the Advertising era promoted the use of orange juice for health, with names like "Juicy-o," "Juice King," and "Full o' Juice.”
Through label design, artists depicted a wide range of subjects, including the romance of Florida with sunsets, sailboats, and “good, healthy living” themes. Scenic views of Florida with orange groves, orange trees, treasure chests filled with oranges furthered the image of the fruit. The Golden Sunset brand portrayed palm trees and a warm, glowing sunset. Consumers and buyers were getting the message about the good life in Florida which also gave a boost to tourism.
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Label artists also pictured Florida flowers. The Gardenia Brand and the Azalea Brand adorned Jacksonville’s W.H. Clark Fruit label. The Kissimmee Citrus Grower’s Association used the Florida Cowboy brand.
Themes of wildlife were also popular with birds, alligators, and even fish. Brooksville’s Blue Heron Brand portrayed the majestic Florida bird and Frostproof’s Ibis Brand displayed the pink-billed white bird. St. Petersburg’s Milne-O’Berry Packing Company developed a label with the classic tarpon called the Silver King Brand.
Citrus labels even promoted Indian River’s Harvey’s Groves, depicting a fertile and luscious growing region. The Polk O Dot Brand created a label with a golden-haired child from the Polk County Citrus Exchange.
It was in the 1940's that the packing houses in both Florida and California ended the 60-odd year tradition of marking their products with colorful labels on the ends of wooden crates. With the advent of World War II, wood used to build crates became both scarce and expensive
By the time the 1950's rolled around, most growers and packers tossed away or burned their unused labels. Who would have dreamed that those old scraps of paper would someday be collectors' items?
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