From the Archives: Citrus Catalogs

The Florida Citrus Industry has an illustrious history of unique marketing strategies. A collaboration with Disney resulted in the iconic Orange Bird character, an annual pageant is held to find Miss Florida Citrus, a spokesperson who travels extensively on behalf of the industry, and the Florida Department of Citrus has launched many advertising campaigns to emphasize the health benefits of consuming citrus products. One such unique marketing tool that growers have utilized is citrus catalogs. Catalogs provide a visual to consumers about different types of citruses they can order or allows them to order arrangements in gift baskets and boxes. Growers of other fruit, such as Washington apples or pears, do not typically use catalogs to sell their products, making them a unique selling tool for citrus growers.

The history of catalog usage in the United States dates all the way back to the founding fathers. George Washington and Thomas Jefferson frequently used them to order things from Europe, however, the first successful American catalog company was not launched until 1872 by a Chicago dry goods merchant named Andrew Montgomery Ward. This means that the Florida Citrus industry is partaking in a marketing tradition that dates back hundreds of years.

Citrus catalogs are usually aesthetically pleasing, presenting different options for products that the consumer can order straight from the catalog. Options can include themed gift baskets or boxes filled with beautiful fruit. This is a useful strategy, as the use of aesthetics is typically the most effective way to market produce. Usually, products are presented in the pages of the catalog with glowing pictures and a bit of juicy information to entice the viewer to purchase the fruits. Growers typically produce their own catalogs to showcase the products they have grown on their farms and connect with the individual consumer.

In the 2020s, the age of online shopping, some citrus catalogs have been digitized into online stores. This depends on the grower, but many Florida citrus companies offer online stores to make it easy for the consumer to see their products, select what they want, and pay electronically, rather than having to call to place their order or even send it by mail. Online stores have made ordering citrus easier and efficient, suggesting that citrus marketing stays current and keeps up with the times. Growers also utilize newsletters and social media platforms to market directly to the individual consumer. Some of the more well-known Florida growers currently using online catalogs are Indian River Fruit, Al’s Family Farms, and Dundee Groves.

 

Written by Lauren Gunther, Florida Citrus Hall of Fame Fellow
In partnership with Florida Southern College’s McKay Archives Center
Spring 2024

--

Source:

“Catalogs and the Mail Order Industry.” National Postal Museum. Accessed February 29, 2024. https://postalmuseum.si.edu/exhibition/america%E2%80%99s-mailing-industry-industry-segments/catalogs-and-the-mail-order-industry.