Tuesday, October 7, 2025

East Coast Citrus, West Coast Citrus: Citrus Crate Labels in Florida and California, A Study in Comparisons: Blog Installment One—Advertisements and Introduction

 By Kendra Belton, FCHoF Student Fellow

Advertisements are convincing. That is what they are meant to do. They want to convince buyers to purchase their products. The most successful advertisements had different effects. The iconic 1942 “Rosie the Riveter” ad, for example, persevered for a long time. It originally boosted female morale during World War II. Even after that, “Rosie” went on to be an important feminist symbol (“Who Was Rosie the Riveter?”). Other advertising campaigns, like Volkswagen’s 1962 “Think Small,” helped shift the focus of advertisements. Instead of only highlighting function, the Volkswagen ads also focused on style (“How Volkswagen”). Some had emotional appeal, including the 1971 “I’d Like To Buy the World a Coke” commercial (“I’d Like To”). On the other hand, commercials also borrowed from popular media. For example, Apple’s 1983 Super Bowl commercial for the Macintosh computer was inspired by George Orwell’s 1984. Still more advertisements shifted the narrative to focus on truth, like the early 2000s Dove “Campaign for Real Beauty” (“No. 1 Dove”). And some ads went for hilarity. These ads include the Aaron Burr commercial as part of the “Got Milk?” campaign and the iconic “No Regerts” tattoo from the “Sorry, I Was Eating a Milky Way!” commercials (“Why ‘Got Milk,’” Arioli 2015). Regardless of how the advertising campaign went about it, many stand out in the history of advertisements. One classic mode of advertising found its place in the citrus industry: crate labels.

Introduction

            Citrus crate labels may be beautiful and well-designed collectible items today, but they were not always so prized. They have always been attractive, but their purpose in the early to mid-twentieth century was much different from mere display. Instead, the labels were once practical advertising, sometimes known as the “billboards” of the citrus industry. With their varying lithography, fonts, brand names, and sizes, labels competed for a buyer’s attention. After all, the citrus inside one crate was not much different from the citrus inside the next crate. While the citrus industry was also present in Arizona and Texas, Florida and California were by far the most notable producers. Florida and California each had their own form of citrus labels, but California’s labels were the original model. Despite both states selling citrus products, Florida and California differed in their advertising and citrus products.

            California’s citrus industry first introduced citrus crate labels near the end of the 1880s. These labels were essential to the increase of national sales, made possible by the completed Transcontinental Railroad (McClelland & Last 1995, 6–7). California’s orange and grapefruit crate labels were ten inches by eleven inches to fit the sides of a typical wooden shipping container. In contrast, Florida’s labels only dated back to 1900, and they were smaller. They began at nine inches by nine inches before eventually decreasing to six inches by six inches and three inches by nine inches. However, these measurements still represented grapefruit and oranges. Longer rectangular labels in California denoted lemon products; Florida did not grow lemons. The nationwide citrus industry ceased producing labels in the 1950s because cardboard shipping boxes with pre-printed designs replaced the wooden shipping crates.

A person pushing a cart with boxes

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            Californian lithographers worked on labels for both states, consistently producing “refined advertising images” (McClelland & Last 1995, 113). Floridian lithographers, though, marked design distinctions between the two state styles, resulting in what some describe as images of poorer quality, with their “flat color, poster graphic approach” (McClelland & Last 1995, 114). Still, what Florida’s images may have lacked in depth, they made up for in thematic expression; they ventured into territories generally unknown, with “unusual depictions of alligators, pirates, Civil War subjects and scantily clad women,” though California was also a bit familiar with these designs (McClelland and Last 1995, 114).

Crates of oranges in a crate

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In addition to design variations, the marking of quality grades took different avenues. For Florida, blue themes and backgrounds denoted Grade A oranges and grapefruit. Sometimes “blue” or “fancy” in the title aided the fruit’s visual classification. As for Grade B, this “choice” Florida fruit carried a red label. Grade C, or mixed-grade, was labeled green or yellow (Gernert 2011). When it came to California’s grade distinctions, the industry held similar boundaries between the quality of the fruits. Separate designs indicated those grades, even within the brands. Sometimes, the labels mirrored Florida’s color-coding, but not always. California’s Grade A citrus boasted a Sunkist Sunburst trademark, and the Grade B citrus bore a Red Ball trademark. The standard fruit, or mixed-grade, labels lacked any quality markings (A. McClelland n.d., G. McClelland n.d.). California also used “fancy” and “choice” labels. However, “fancy” and “choice” described citrus that did not fit under the Sunkist Sunburst trademark (Salkin and Gordon 1976, 8). Mixed-grade citrus fruits often had a poor appearance, even if they did not have a bad taste, earning brand names such as “Mutt” or “Camouflage” (Bell 2011). The quality was on the inside, in the juice.

A blue label with oranges and a torch

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A close-up of a label

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            In fact, for Florida, the juice was, and continues to be, where most of the state’s citrus quality lies. During the time of citrus crate labels, Florida produced mostly Valencia and Hamlin oranges, which are better suited for juicing than for eating. Their thin peels make effective transportation difficult; if transported nationwide for eating, the outside of the orange would likely become battered by the time it reached customers, decreasing the chances of someone buying the orange for eating. However, Valencia oranges are juicier on the inside than California eating oranges, so they are best for juicing. California also grew Valencia oranges, but Florida’s Valencias proved to be more successful in the juice market. California’s Navel orange, on the other hand, has a firmer, thicker skin, which makes it the perfect orange for transportation (“The Citrus Cold War”). It is also easier for people to peel and, therefore, easier to eat. Both states also produced grapefruit.

A group of large metal machines

AI-generated content may be incorrect.

            The original California packinghouses, manufacturing labels for oranges and grapefruit, believed that women would purchase the most fruit. So, the lithographers designed labels that they thought had a “feminine appeal.” However, researchers discovered that the labels actually mattered most to wholesalers, also known as jobbers. These men would buy citrus by the crate to sell as different products. As a result, lithography shifted to follow a more “masculine appeal.” For example, images representing women “underwent a major transformation, constantly becoming more seductive” (Salkin and Gordon 1976, 15–16). It appears that the shift occurred sometime between the 1920s and the 1930s, and it is essential to reflect on this idea when examining various citrus labels.

            The citrus crate labels proved informative on many levels, revealing the fruit’s origin, quality, and purpose. Though California and Florida differed in their label designs and fruit purposes, their products still reached nationwide markets for citrus fruits and juices. Now that the original use of citrus labels is obsolete, the labels themselves are an object of observation and discussion among collectors and historians. By understanding the basic differences between the orange and grapefruit crate labels of California and Florida, audiences gain a deeper understanding of the themes of the labels. Those themes include flora, fauna, transportation, holidays, and stereotypes, providing insight into the perspectives and mindsets of the American public, especially the jobbers, up through the 1950s.

Bibliography: https://drive.google.com/file/d/1YnuEs3oAUlnwe6uMgSDLNpKpRFnYq4YQ/view?usp=sharing

Images Cited: https://drive.google.com/file/d/19IXXoGwo7wfoX5_pUd4beO1750tpg4fl/view?usp=sharing

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